Bob Mason
Founder Managing Director @Planetarium, Llc
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WORK HISTORY
Founder Managing Director @Planetarium, Llc
Saratoga Springs, NY, US
Planetarium\'s goal is to assist in the fragile process of creating truly impactful brands and communications. The company is built on the philosophy that you can’t go about brand building passively. Research, a positioning statement and a creative brief can all be \"done,\" but it can all just be a process of going through the motions. To get to customer/market moving brand and communication strategy, research needs to be designed in a way that gets to underlying motivators. Then, internal stakeholder discussions/workshops need to be facilitated to galvanize support around potential brand ideas, without falling into groupthink and without watering things down to non-distinction. Finally, brand and communication strategy need to be developed that genuinely stand for an idea and set a course of action, commitment and belief. That’s where Planetarium comes in. We know how to get the most out of research initiatives, whether they are qualitative, quantitative or some hybrid thereof. And we know how to facilitate workshops and discussions amongst disparate internal stakeholders that get everyone to see the potential in a brand and to unify around that potential. We then are adept at working with teams to make direction to the communication and advertising colleagues crystal clear and actionable, so that BRAND NARRATIVE can be turned into BRAND ENGAGEMENT, via the best multichannel approaches.Net net, Planetarium will make an impact for clients through- EXPLORATION (digging for consumer/stakeholder insight and maximizing research outings)- NAVIGATION (negotiating the data to articulate issues and strategic needs, then developing positioning and Brand Narrative to guide the brand)- INSPIRATION (generating communication/creative strategy that inspires and provides clarity to the creative process)- ACTIVATION (creating communication plans and implementing multichannel campaigns that create Brand Engagement)
EDUCATION
Michigan State University
MBA, Marketing
Aquinas College - Grand Rapids
BSBA, Dual Major: Business Administration and Communication Arts
De La Salle Collegiate High School
College Preparatory
SKILLS
ABOUT BOB MASON
I’m a “planner,” through and through, and have spent my career digging for audience insights and building the strategic foundations for countless marketing, branding and communication efforts.Throughout my career, I’ve had the good fortune to work on global and domestic assignments for a vast array of the world’s leading marketers in the consumer, b-to-b and healthcare/pharma space. Much of that work has been on behalf of, or working in conjunction with, some of the best advertising agencies and branding firms on the planet. I started Planetarium in early 2012 to build out a top shelf network of market researchers, brand strategists and creative thinkers and, together, we offer clients smart and on-point qualitative research, quantitative research, strategic brand consulting, workshop facilitation and ideation/creative development.Clients over the years have included Abbott Laboratories, ADP, Amgen, AstraZeneca, Beech-Nut Nutrition, CARFAX, Carter, Chick-fil-A, Chrysler, Circle K Stores, Country Music Television (CMT), Covidien, Dow Chemical, Domino’s, DTE, Duracell, Expedia, Flowers Foods, Ford, FRAM, GM, Goldman Sachs, Google, GSK, Gulfstream Aerospace, Habitat Clothes, Honda, Jefferson Health, KraftHeinz, Lilly, Mail Boxes Etc, Mazda, McDonald’s, Merck, Novartis, The Ohio State University Wexner Medical Center, Oracle, PepsiCo, Pulte Homes, Regeneron, Samsung, Subway, Taysha Gene Therapies, Thomas Jefferson University, Toshiba, TRICO, Turner Broadcasting, Tyson Foods, the US Navy, ViiV Healthcare, Vrbo, VW, Watkins Wellness, YouTube, Zoom and a whole host of others.I’m a frequent guest speaker on market research, branding, advertising and creativity in business.
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