{"id":2587,"date":"2019-03-12T18:00:10","date_gmt":"2019-03-12T18:00:10","guid":{"rendered":"https:\/\/leonorapolonsky.com\/?page_id=2587"},"modified":"2019-03-12T18:00:10","modified_gmt":"2019-03-12T18:00:10","slug":"charlene-zappa","status":"publish","type":"page","link":"https:\/\/csmhosted.com\/lpa_archive\/?page_id=2587","title":{"rendered":"Charlene Zappa"},"content":{"rendered":"\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/leonorapolonsky.com\/wp-content\/uploads\/2019\/02\/charlene-zappa.jpg\" alt=\"Charlene Zappa\" itemprop=\"image\"  \/>\n\t\t\t\t\t\t\t\t\t\t\t\t\tCharlene Zappa\n<h1>\n\t\tLPA builds its global Brand-Building prowess with the addition of Charlene Patten Zappa\n\t<\/h1>\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/leonorapolonsky.com\/wp-content\/uploads\/2019\/02\/charlene-zappa.jpg\" alt=\"Charlene Zappa\" itemprop=\"image\"  \/>\n\t\t\t\t\t\t\t\t\t\t\t\t\tCharlene Zappa\n<h1>\n\t\tLPA builds its global Brand-Building prowess with the addition of Charlene Patten Zappa\n\t<\/h1>\n\t<p>Leonora Polonsky &#038; Associates (LPA) is pleased to welcome Charlene Patten Zappa, Executive Brand Artist, to the team. Charlene brings 25+ years of experience directly influencing the success, equity and growth of billion-dollar brands, turnarounds, and acquired businesses.  Instead of becoming a Chief Marketing Officer elsewhere, Charlene decided to join the gig economy serving as a \u201cCMO-for-hire\u201d to help multiple companies compete vs. just one.  \u201cI can efficiently and effectively bring deep expertise to help strengthen Brands in an enduring way then move on to the next challenge.\u201d<\/p>\n<h4>\n\t\tWhy Charlene &#038; What has she done?\n\t<\/h4>\n\t<p>Charlene was most recently the Brand-Building Officer, VP and GM of P&amp;G Global Hair Care charged with transforming Hair Care into a digitally-driven business. She is also a proven transformational leader who drove multiple Brand rebirths:<\/p>\n\t<ul>\n\t\t\t<li>\n\t\t\t\tThe complete turnaround of Herbal Essences in 2017 which IRI Pacesetters ranked #3 in Top 10 non-food intiatives\n\t\t\t<\/li>\n\t\t\t<li>\n\t\t\t\tFor Gillette Venus, the highest-ever dollar share growth in a growing category and leading equity scores globally\n\t\t\t<\/li>\n\t\t\t<li>\n\t\t\t\tThe Marketing integration and turnaround of the Clairol retail hair color business. Through insight-driven brand-building, Clairol nice \u2018n easy propelled to market leader from a distant second in the category, more than doubling share and becoming the most awarded hair color brand for 2 years (CEW, Allure\u2019s Best in Beauty Editor\u2019s and Readers\u2019 Choice, etc)\n\t\t\t<\/li>\n\t\t<\/ul>\n<h6>\n\t\tOther significant experiences include:\n\t<\/h6>\n\t<ul>\n\t\t\t<li>\n\t\t\t\tManaging the complexity of <strong>multi-brand portfolios<\/strong>\n\t\t\t<\/li>\n\t\t\t<li>\n\t\t\t\tLeading P&#038;G\u2019s Surprisingly Obvious Idea framework to <strong>differentiate breakthrough technologies<\/strong>\n\t\t\t<\/li>\n\t\t\t<li>\n\t\t\t\tIntegrating <strong>Sustainability strategies<\/strong> into brand-building tools and\n\t\t\t<\/li>\n\t\t\t<li>\n\t\t\t\tLeading Beauty\u2019s <strong>trend identification and adoption<\/strong> team\n\t\t\t<\/li>\n\t\t\t<li>\n\t\t\t\tPrior to joining P&#038;G, Zappa spent 5 years in various management positions at The Ritz-Carlton Hotel Company giving her a strong <strong>service-oriented<\/strong> leadership style and passion for <strong>luxury<\/strong>.\n\t\t\t<\/li>\n\t\t<\/ul>\n\t<p>This combination of broad Brand excellence, global and turnaround leadership, and digital fluency sets up Charlene to bring a unique perspective to LPA\u2019s clients to help solve their wicked brand problems.<\/p>\n<h4>\n\t\tIt Starts with Soul\n\t<\/h4>\n\t<p>Driving awareness and trial is so often a key challenge brands face.\u00a0 If only more consumers knew about us\u2026. \u201cWhat is often overlooked in the quest to drive a Brand, however, is why should people care?,\u201d says Charlene.\u00a0 \u201cNo longer are \u201cwhiter whites\u201d, \u201ctastier taste\u201d or \u201chealthier health\u201d enough because consumers have endless choice, and today, functional advantage is rarely discernable.\u00a0 \u201cCan one really tell if one Brand cleans\/tastes\/improves\/performs significantly better than the next in today\u2019s proliferation of options?\u201d, Charlene asks.\u00a0 \u201cTo breakthrough, Brands today need to go well beyond product performance.\u201d\u00a0 Charlene believes getting crystal clear on the Soul of a brand is an essential step to driving not only awareness and trial but loyalty beyond reason.<\/p>\n<p>\u201cThink about the Brands in your life that you love.\u00a0 It\u2019s likely not just that they do their job well, but that they make you <strong><em>feel<\/em><\/strong> something.\u00a0 To <strong><em>feel<\/em><\/strong> something, Brands have to <strong><em>stand<\/em><\/strong> for something and to do that, it starts with Soul.\u201d\u00a0 Further, in today\u2019s highly digital world, how a Brand is visually expressed is one of the best ways to convey that soul, Charlene believes.\u00a0 Words alone can rarely evoke the emotion that visuals can.\u00a0 A Brand with a clear sense of who it is, who it serves and how it is consistently visualized is a Brand that will cut through with profund distinction.<\/p>\n<p>If your organization is ready to find its Soul to drive its Brands, reach out to LPA today at <a href=\"mailto:charlene@leonorapolonsky.com\">charlene@leonorapolonsky.com<\/a> or <a href=\"tel:+1-513-543-3449\">513-543-3449<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-2587","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=\/wp\/v2\/pages\/2587","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2587"}],"version-history":[{"count":0,"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=\/wp\/v2\/pages\/2587\/revisions"}],"wp:attachment":[{"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2587"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}