The Power of a Brand

I’ve worked on all kinds of branding campaigns with some of the best marketing companies in the world helping me out, and I’m telling you, nobody can brand better than Carol Mabe. She’s just fabulous, terrific—the best of the best.

David L. Edgell, Sr., Ph.D.
Tourism Professor, Author & Consultant

Look in any clothes closet or dresser drawer, and chances are you’ll find a brand Carol Mabe helped build. Through her proprietary brand positioning system, Carol distills three decades of experience as a big-brand insider into a step-by-step process to brand your products and services effectively and, in that process, transform your organization.

Carol has worked directly with such powerhouse brands as Hanes, L’eggs, Donna Karan and Liz Claiborne Hosiery, Hanes and Hanes Her Way Underwear, Victoria’s Secret, Lee and Wrangler Jeans and Russell Athletic. With such masterful brand-building as her legacy, she knows effective branding derived from powerful positioning are key to success in any market, forming the basis of your strategic direction, business development, marketing and communications.  A strong brand gives you both a competitive advantage and improved earnings.

The Power of Experience

Carol’s exposure, at the highest levels, to a variety of organizations, product categories and business situations gives her such a rich background and broad perspective to draw from. Based on that experience, she’s able to zero in on the problem, bring the right people together, motivate them and guide them to actively participate in reaching the best possible solutions.

Roanne Wallace, Director of Marketing
Innovative Brands, LLC

While in various corporate roles, Carol’s creative and strategic branding ideas and brand-building techniques:

• Defined untapped consumer segments
• Created new products and brand extensions
• Expanded synergistic brand portfolios
• Drove brand acquisitions
• Built underdeveloped businesses and revitalized mature brands
• Impacted global brand positioning
• Ultimately grew revenues and market share for a host of venerable brands

The Power of Carol’s Brand Positioning Process

Carol is very creative and is able to articulate that creativity in a way people can understand. At the same time, she’s practical in her approach. She appreciates the financial implications of her ideas and recommendations. That combination of creativity, communication skill and practicality adds a lot of value in any business situation.

Floyd G. Hoffman, Corporate Development Officer VC South
Former Senior Vice President, Russell Corporation

Carol’s brand development system is based on rock-solid, real-world-tested principles, applicable to virtually any product or service in any industry or sector. Using a highly interactive technique involving key thought leaders across your organization, you will:

• Assess your “competitive” marketplace
• Address current perceptions of your brand, business or organization
• Define your target “consumers”
• Identify your core values and brand “essence”
• Isolate your unique Point of Difference
• And develop a powerful brand positioning, laying the foundation for future success.

Her most recent consulting and speaking engagements on branding and brand positioning have been to such diverse audiences and organizations as a travel and tourism group, a veterinary practice, a group of university librarians, the sales force of a specialty foods manufacturer, a veterinary practice and an information products entrepreneur.

The Power of Your Brand

Carol truly is an expert in the field of branding. She figures out the emotional side of a brand and makes sure any recommendations she makes go very deep into the soul of a brand—not just something that’s surface level. She understands that a brand is a very complex identity, and it has to have buy-in from the organization that owns it so they can then bring that brand to its highest potential with customers and consumers.

Trish Martin, Principal
Mosaic Marketing Group, Inc.