Brand Strategy and Design

Hilary Folger

  • Partner, Strategy
  • New York

Expertise

  • Corporate and product positioning
  • Communications planning
  • Customer experience alignment
  • Employee brand activation

Connect

Work

Hilary specializes in repositioning and revitalizing well-known brands. She has worked with a broad array of world-class consumer brands as well as the world’s most successful financial services and business-to-business brands.

Hilary also focuses on bringing brands to life within organizations. Through messaging, training and the development of brand programs, she helps ensure the internal understanding and enthusiasm necessary to build exceptional brand-aligned customer experiences. She has also worked to develop sensory identity programs for high-profile clients.

Hilary’s educational background in behavioral economic theory and social psychology aid in the creation of compelling brand strategy and help effect change within organizations.

She has worked for Ameriprise, Cellular South, Chase, CitiFinancial, The Corporate Executive Board, Hyatt, McDonald’s, MetLife, Samsung, Stanley Black & Decker, Vale, Walmart and Wells Fargo.
 

Musings

"I’ve always been intrigued by what makes people tick. We are influenced thousands of times a day. Sometimes we’re aware of that influence, but more often than not, we make judgments based on assumptions and intuition. I love brand-related work because it allows me to think about how people weigh information in situations of uncertainty, and how they arrive at outcomes they believe will make them happy. Brands, of course, play a huge role in creating those instant impressions. It’s exciting to help great organizations around the world communicate their core truths that, in turn, make customers’ lives better, easier, or sometimes simply more fun."

 

Five things I am passionate about? "Maine and everything about my home state; my daughter, Sutton; relaxing with a fashion magazine; designing my life; photography."

Favorite place or experience traveling? "After leaving my dotcom job in San Francisco, I took a six-month around-the-world trip with my mother, the most amazing woman I know."

The most influential writer in my life? "Raymond Carver. He is perhaps one of the most depressing writers of all time, and I just can't help but love him."

 

"Experience is not what happens to you. It is what you do with what happens to you."—Aldous Huxley

Etcetera

Hilary holds a B.A. and an M.A. in psychology from Stanford University.