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Section 1: Why Pale Blue Strategy?
We specialize in helping small companies grow sales through developing strategic marketing plans rooted in consumer insight. We begin with the end in mind and are laser focused on the business goals of every brand we partner with.
We have over 20 years of marketing experience spanning large packaged goods brands to entrepreneurial startups, for a unique mix of big company know how blended with results-oriented entrepreneurial scrappiness. We are experts in brand positioning, insights, marketing plan development, social media strategy and engagement, consumer response, and cause marketing.
Add strategic marketing thought leadership to your team while maintaining flexibility critical in the early days. Working with Pale Blue Strategy gives you the marketing experience you need without the overhead costs of a comparable full-time hire.
Section 2: Pale Blue Services:
We are available on a project basis. Our engagements are flexible and built to meet the needs of our clients. Intrigued? (contact button)
• Consumer Blueprint
Who buys your brand and why? Our consumer blueprint identifies and defines the customer segment that has the highest potential to help you reach your goals.
• Brand Positioning
What does your brand stand for? We will develop consumer, cultural and category insights to examine where you’ve been and give you options to explore. You will get the brand foundation you need to develop winning marketing strategies.
• Marketing Plan Development
Where and how should you invest in marketing? We will build an integrated strategic marketing plan grounded in your brand positioning that drives measurable results.
• Social Media Blueprint
What’s the end game of social media? Whether social media is a new frontier for you or you’re looking to deepen engagement and expand to new platforms, we will chart a path for your brand to build an active, engaged community of brand advocates.
• Consumer Response
How should you staff for consumer response? Where should you publish your contact info? We will help you develop a strategy to understand and act on the feedback consumers are offering you free of charge every day. We will craft a consumer response plan to fit your needs, from identifying outsourced partners (when applicable) to developing scripts and response protocols.
• Cause Marketing and Partnerships
What partners and/or cause related issues would be a good fit for your brand? We will conduct an in-depth audit of your team’s passions and interests along with a marketplace evaluation to identify potential partners.
• Other services
Selling presentations, IRI/Nielsen/SPINS data analysis and reporting, quantitative and qualitative research, creative agency search and management, product management, innovation
Section 4: Our Story
Pale Blue Strategy was founded by Jeannette Cornell, a marketer with 20 years of experience spanning large packaged goods brands to entrepreneurial startups. Jeannette has always had a strong interest in starting a business and, after eight years in the startup space, has decided to embrace her entrepreneurial streak. Her vision is to build a company that drives business results by starting with analysis and insight. A business that goes beyond “what” to “so what” and “now what.”
The name Pale Blue Strategy was born on a Saturday afternoon in Centerport, NY, on the grounds of the Vanderbilt Mansion. After watching a show in the Planetarium culminating in the famous Carl Sagan quote and image, Jeannette was struck by the call to keep things in perspective. Pale Blue Strategy is a very small stage in a vast cosmic arena but one that can make a big impact.
Section 3: Our inspiration
Look again at that dot. That's here. That's home. That's us. On it everyone you love, everyone you know, everyone you ever heard of, every human being who ever was, lived out their lives. The aggregate of our joy and suffering, thousands of confident religions, ideologies, and economic doctrines, every hunter and forager, every hero and coward, every creator and destroyer of civilization, every king and peasant, every young couple in love, every mother and father, hopeful child, inventor and explorer, every teacher of morals, every corrupt politician, every "superstar," every "supreme leader," every saint and sinner in the history of our species lived there--on a mote of dust suspended in a sunbeam.
The Earth is a very small stage in a vast cosmic arena. Think of the rivers of blood spilled by all those generals and emperors so that, in glory and triumph, they could become the momentary masters of a fraction of a dot. Think of the endless cruelties visited by the inhabitants of one corner of this pixel on the scarcely distinguishable inhabitants of some other corner, how frequent their misunderstandings, how eager they are to kill one another, how fervent their hatreds.
Our posturings, our imagined self-importance, the delusion that we have some privileged position in the Universe, are challenged by this point of pale light. Our planet is a lonely speck in the great enveloping cosmic dark. In our obscurity, in all this vastness, there is no hint that help will come from elsewhere to save us from ourselves.
The Earth is the only world known so far to harbor life. There is nowhere else, at least in the near future, to which our species could migrate. Visit, yes. Settle, not yet. Like it or not, for the moment the Earth is where we make our stand.
It has been said that astronomy is a humbling and character-building experience. There is perhaps no better demonstration of the folly of human conceits than this distant image of our tiny world. To me, it underscores our responsibility to deal more kindly with one another, and to preserve and cherish the pale blue dot, the only home we've ever known.
-- Carl Sagan, Pale Blue Dot, 1994