Vanderground Consulting: Business, Brand and Marketing Strategy

Summary

Jason Vanderground
Partnering with leaders of growing, mid-sized organizations that are undergoing transition and need business, brand and/or marketing strategy. Especially organizations in manufacturing, healthcare, education, consumer goods/retail and larger nonprofits.
As companies grow and evolve, they face a range of go-to-market challenges. They may need to introduce, reposition or extend products; create a cohesive product portfolio; build the value of their brand; compete better; and provide value to their sales people, channel partners, customers, influencers and many other audiences.

And when they turn to an external marketing partner who can compliment their internal capabilities, they want someone who will listen closely, understand their exact situation, and partner with them through the process.

We provide a unique blend of close collaboration learned from working in small agencies and firms, as well as a keen understanding from working within the complexities of large institutions and for-profit corporations.

Supporting business and marketing leaders on strategies for growth, competitive advantage, achieving customer intimacy, positioning, messaging, as well as leading brand strategy/refresh initiatives and elevating integrated marketing communication programs that include digital, advertising, PR, events, merchandising and collateral.

Expertise

  • Rebranding
    20+
  • Brand Identity
    18
  • Brand positioning
    18
  • Brand COMM program
    17
  • Brand Architecture
    15
  • Brand equity
    12
  • Marketing Comm plan
    20+
  • Product launches
    20+
  • Digital marketing strategy
    18
  • Advertising strategy
    15
  • Event strategy
    17
  • Collateral Program
    12

Questions & Answers

What industries do you serve?
Manufacturing (commercial design, furniture, furnishings, workplace tech)
Healthcare (hospitals and healthcare systems, plans, health sciences)
Education (colleges, universities, education services)
Consumer Goods/Retail
Large Non-Profits (life-changing issues & causes)
What books are on your desk?
Business Model Generation
Designing for Growth
Building Strong Brands
Data Smart
What the Best MBAs Know 

Experience Highlights

  • Steelcase
    Manager, Global Brand Communications
  • Spectrum Health
    Marketing Communications manager
  • Hanon McKendry | The Brand Consultants
    Lead Consultant

Education Highlights

  • Western Michigan University
    MBA
  • Center for Creative Leadership
    LEADERSHIP DEVELOPMENT PROGRAM
  • Cornerstone University
    BA, Business

Volunteerism

  • Forest Hills Eastern
    Youth Lacrosse Coach
  • Grand Rapids Yacht Club
    Board Member