Marketing & Media Strategy
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Brand Strategy is the process of creating and implementing a plan to shape and communicate a brand's identity, values, and messaging to effectively connect with its target audience.
Brand Strategy is a critical marketing competency that involves developing and implementing a comprehensive plan to shape and promote a brand's identity, values, and messaging. Joshua Weaver has demonstrated exceptional expertise in this area, particularly through their work with The Ad Council and The Trevor Project.
At The Ad Council, Joshua led the "American Dreams" campaign, a $5MM+ national initiative focused on LGBTQ+ anti-discrimination. This campaign showcased their ability to craft powerful, empathy-driven narratives that resonate with diverse audiences. By leveraging storytelling to address complex social issues, Joshua effectively positioned the campaign to challenge biases and foster understanding among the target audience of "Selective Equality Believers."
During their tenure as Vice President of Marketing at The Trevor Project, Joshua further honed their brand strategy skills. They spearheaded a significant rebranding effort, the organization's first in a decade, which contributed to a remarkable 40% increase in brand awareness among their core audience of LGBTQ+ young people aged 13-24. This achievement underscores Joshua's proficiency in revitalizing and repositioning established brands to connect with new generations.
Joshua's approach to brand strategy is characterized by a deep understanding of audience needs, data-driven decision-making, and the ability to craft compelling narratives that drive emotional engagement. Their work across these organizations demonstrates a keen ability to align brand messaging with organizational goals, create cohesive omnichannel experiences, and leverage partnerships to amplify brand impact.
Through these experiences, Joshua has proven their capacity to develop and execute brand strategies that not only increase awareness but also drive meaningful action and social change. Their success in navigating the unique challenges of purpose-driven marketing in the nonprofit sector highlights their versatility and strategic acumen in brand development and management.