Anne Charbonneau Consulting
Strategy. Ideas. Action.
I give hands-on support to brand teams to clarify or reboot their strategy (brand, product, innovation) , align and move into focused action.
What I do
Get in touch if you have challenges regarding :
- Brand positioning
- Innovation & brand stretch
- Core renovation
- Portfolio strategy and brand architecture
- Comms brief and creative development
- Team training in any of the above
Here are some projects I’ve led for my clients, personally:
INNOCENT
Core renovation, new innovation platform (Europe)
KELLOGG’S
Innovation training for marketeers (Europe)
WHISKAS
Brand architecture & branding model, activation plan (Europe)
KRAFT HEINZ
Innovation training for marketeers (global program)
ROYAL CANIN
Innovation pipeline, brand vision, Growth strategy
BLEDINA
Brand plan booster (FR)
LABORATOIRES URGO
Several brand positionings (live) (FR)
DANONE
Brand positioning, consumer immersion program (Europe)
MARS
Innovation pipeline in ice cream for TWIX, MARS, SNICKERS (global)
CHURCH & DWIGHT
New brand positioning (FR)
CARLSBERG GROUP
Core extension strategy for Tourtel (FR)
CARLSBERG GROUP
Activation plan for Grimbergen (FR)
BUGABOO
Brand story
HM CLAUSE
New corporate brand idea – live – (global)
FLORETTE
New brand idea (live), training ‘AI for marketeers’, core extension strategy (FR)
AGRIAL
New category innovation, Core renovation training (Europe)
BARRY CALLEBAUT
Several brand positionings, customer insights programs & growth strategy, innovation pipeline & co-creation (Europe/Global)
ESSILOR
Innovation, new concept development (global)
If any of those topics are relevant to you, and if you’d like to know how I can support you in such brand challenges, get in touch.
What clients say
Approach
SHAPING PROJECTS – AI + HI
My clients sometimes come to me without a fully formed brief, but they usually know something is not working quite right with their brand. This could be linked to brand performance, comms challenge, innovation or range performance, or the skills of their team. I design each project one by one with my clients, with expertise and inventiveness, helping you decide on who should be involved, when, and blending AI with human intelligence (HI).
TEAM WORK & WORKSHOPS
There is usually a meticulously prepared, engaging and productive workshop somewhere in the process, be it big, small, digital or live. This is where we get work done, where ideas crystallise, where decisions are made and where the team takes ownership of the action plan.
NETWORK AND RESOURCES
Over the last 30 years, I’ve developed a strong network of trusted partners in expertise such as qualitative research, AI, insights, quant, ideation, etc.
We also work with AI experts who help us leverage AI tools throughout the process, when they are relevant and useful.
About me
I’ve spent the last 30 years working with brand teams on strategy and ideas, first 17 years as Managing Partner at the brandgym, a global brand strategy consultancy and before that as strategic planner at BBH London, Wieden + Kennedy Amsterdam and TBWA for another 17 years.
I have 25 years of facilitation experience and design effective team work sessions in all size and shapes, from 3 to 100 people, online and live.
I’ve also co-founded Amsterdam’s biggest urban sport hall, VROG. Running a sport brick-and-mortar business helps me stay agile, grounded in reality. And fit.
I live in Amsterdam and work internationally, as well as locally in France.