Dedicated to the care & feeding of growing brands.
My name is Michael B. Moore. I'm a "brand guy" who loves brands, marketing, and advertising. Currently, I am founder & CEO at B2C Grid and Chairman of a consumer food company with about a $150 MM retail footprint.
I blog about brands from an decidedly strategic point-of-view. You can expect both regular essays and advertising reviews here. Most, in one way or another, celebrate the immense power and opportunity in leveraging consumer insights, brand strategy, and creativity to develop meaningful and monetizable consumer connections. I hope you'll find the content here both interesting and entertaining. Maybe there's even a nugget or two that can help you in your interaction with brands. A good place to start, that offers a peek into how I think about advertising, is 'The 5 Drivers of 'Effective Advertising'".
After an MBA from Duke University, I started my marketing career at Kraft and Coca-Cola before moving to leadership roles in smaller, high-growth companies. I had the pleasure of learning among the best, receiving classical CPG brand training on the iconic Jell-O and Coca-Cola classic brands.
Over the course of my career, I've had the unique benefit of being in leadership positions in companies on the ground floor of two major global business movements. I was VP Marketing at No Fear - a pioneer in the extreme sports business. The company helped to bring extreme sports to the mainstream and, for a time, was one of the hottest brands in the world. In the late 1990's, I was on the leading-edge of the social networking phenomenon as President and CMO of Infopop - an innovative software company that created the first generation of enterprise social tools for Fortune 500 companies. This experience instilled a deep interest in the growing power and evolution of social media.
Later, I led a boutique consulting practice that worked with mostly small and mid-sized consumer companies - helping them maximize the power of their brands whatever their business or budget. My experiences at Fortune 100 global brands and in, and with, smaller companies very nicely counterbalance each other. The blend has given me a unique facility with the best of both environments that allows me to 'pick and choose' from the best of each.