Lindsay Pedersen Brand Strategy Guru

Lindsay is a Brand Strategist and Founder of Ironclad Brand Strategy, which builds brands using an exacting and analytic method. Her background as a P&L owner at Clorox fostered a deep appreciation for the executive charge: to create sustainable value. Ironclad advises companies from burgeoning startups to national corporations, including Zulily, IMDb, T-Mobile and Starbucks. Lindsay holds an MBA in Business from the University of California Berkeley, Haas School of Business.



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Why and how should I listen to my customers?

You are asking your customers to part with their hard-earned money.


Which is More Valuable to My Brand, a Big Benefit or a Narrow Focus?

Your brand should be big enough to matter but narrow enough to own. Your business creates the most value when it solves a meaningful customer need – in other words, is big – yet does so in a way only your business can, and thus is narrow.


What is the Shelf Life of a Brand Strategy?

If a brand strategy is created well, then your brand strategy is something that should last for years, if not decades. There are three scenarios when I would change my brand strategy.


Has Amazon made Brands Irrelevant?

Quite the opposite: the democratizing nature of the web makes brands even more crucial. These days, it’s deep merit, not deep pockets, that drives business success. Old-school media outlets and brick-and-mortar stores were built on scarcity, so the advertising and shelf space went to businesses with the highest budgets. There is no such scarcity on the internet. A business does not need a large budget to be on social media or have an e-commerce platform.


Is Brand Just Messaging?

Mistaking messaging for brand is like mistaking a house for its paint color. Your brand positioning is the real estate – the “position” – you own in the mind of your customer. When chosen deliberately and honestly, that position is both meaningful to your customer and unique to your business.