Andrea Syverson, Branding and Merchandising Expert, Joins CohereOne as Partner

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Andrea Syverson, an expert in branding and merchandising, has joined CohereOne as Partner. She has more than 20 years of experience working with clients such as Ben & Jerry’s, Celestial Seasonings, CHEFS, Boston Proper, SmartPak, Spanx and World Vision.

I help companies listen to their customers adventurously so they can tell their brand story in a way that tightens their relationships with them.

Andrea Syverson, an expert in branding and merchandising, has joined CohereOne as Partner. She has more than 20 years of experience working with clients such as Ben & Jerry’s, Celestial Seasonings, CHEFS, Boston Proper, SmartPak, Spanx and World Vision. She also holds an MBA and is the author of two books, ThinkAbout: 77 Creative Prompts for Innovators, and BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants. She will work with CohereOne’s clients to provide innovative approaches to branding, product development and creative messaging.

Syverson said, “My whole approach is that the customer is at the heart of everything – their dreams, desires, behaviors, and pain points. I help companies listen to their customers adventurously so they can tell their brand story in a way that tightens their relationships with them. There’s an emotional connection between customers and the products they use.”

Her method focuses on helping companies empathize with their customers through strategic reflection. The goal is for them to truly understand their customers so they can make their products and services amazingly useful. “We’re so used to tackling things head-on in the business world. But when we’re reflecting strategically, creative ideas occur to us as ‘a-ha’ moments,” she said.

Syverson also emphasizes turning employees into brand ambassadors by helping them see how they are an integral part of the brand itself. When this internal brand alignment happens, employees become energized and the company’s overall branding improves. “Once we nail the brand story and people understand it internally, then we can do it effectively externally,” she said.

CohereOne President Tim Curtis said of Syverson’s arrival, “Andrea is the ideal professional to synergize the branding and merchandising piece with CohereOne’s omnichannel marketing approach. Her expertise and track record of success strengthen our position as a premier direct and digital marketing agency. Her deep knowledge allows us to offer a unique benefit that clients can’t find anywhere else.”

Syverson is enthusiastic about joining CohereOne, saying, “I’m thrilled and honored to be a part of CohereOne, and I’m excited to work alongside some of the most seasoned professionals in the industry.”

CohereOne provides a number of outsourced, turnkey services, including catalog/direct mail circulation with an integrated digital contact strategy and catalog creative and production. The firm fields a multi-disciplinary team providing consulting and best practice reviews in the areas of brand, merchandising, creative, and marketing both in print and digital media. You can learn more about CohereOne by emailing info(at)cohereone(dot)com or visiting http://www.cohereone.com.

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Lydia Miner-Voigt
CohereOne
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