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imc² Launches Stratavist To Help Brands Use Trust As An Active Driver Of Strategy

Contact:
imc²
Sarah Krnavek
sarah.krnavek@imc2.com
214.224.1192

JUNE 2, 2008 — Stratavist, a thought leadership consultancy, will unveil its proprietary Strategic Trust Compass^SM at the Sustainable Brands Conference in Monterey, Calif. on June 2-5, 2008. Stratavist, made possible through funding by imc², will operate as a separate entity headed by marketing industry veteran, Bill Scheller, and be supported by a team of strategists trained in the proprietary methodology.

In development for more than two years, the Strategic Trust Compass is based on a methodology that measures 12 levers of trust that impact brand health. This methodology is the synthesis of numerous works by industry experts, academic studies on the future of marketing and best-in-class case studies.

"The Strategic Trust Compass is a game-changer that allows brands to move beyond functional and emotional marketing approaches to create deeper relationships with customers," Scheller said. "Our research and development clearly demonstrate that consumer trust is the most important driver in advancing brand relationships. The Compass measures consumer trust to an unparalleled degree because it provides the insights required to develop trust-based strategies designed to differentiate brands in today's highly competitive environment."

Scheller said that such trust-based strategies are essential in today's landscape because "marketers need to re-think their approach to connecting with customers who are now fully empowered to consume messaging on their own terms."

Scheller said he and his team will introduce Stratavist at the Sustainable Brands Conference through presentations to small groups at break-out sessions.

Scheller's work with Stratavist is the latest venture in a 30-year career of successful brand building through innovative problem solving and implementation of strategic visions. He began his career at Johnson & Johnson and later worked at SmithKline Beecham, H.J. Heinz and Saatchi & Saatchi. Most recently, he was a principal at Faith Popcorn's BrainReserve, where he guided brand and marketing consulting projects for Fortune 100 firms.