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Work Background
Michael Markowitz AssociatesPresident
Jan. 2008Business and brand optimization advisors and consultants. We provide senior management, boards, and investors with perspectives, frameworks , and processes to increase enterprise value through proven paths that drive and continuously evolve sustainably profitable differentiation and growth. Leveraging our Brand with a capital B™ framework and Brand Genome™ methodology, we help organizations uncover how to make their products, services, and experiences as valuable as possible to the largest number of people possible. By aligning key stakeholders around a unified understanding and vision, we ensure that the outcomes of our collaborations are brought to life in concrete, motivating, and measurable ways, driving success across all key areas of the organization. A current MMA focus is working with companies to significantly increase the effectiveness of their investments in digital marketing. We guide the development of advanced, high-level Brand strategy to function as a central guidance mechanism through which to shape everything the enterprise delivers. Yet in the current high pressure, speed-driven marketing paradigm many companies are under-focused on having a true Brand strategy and over-elevate digital strategy in its place. This is a strategic error. Digital strategy is not Brand strategy! Going somewhat slow to develop an overarching Brand strategy in order to then go fast digitally is game-changing.
Panera BreadSenior Vice President, Chief Brand Officer
Jan. 2004 - Dec. 2008Recruited by the Chairman/CEO to transform brand strategy and marketing after providing three years of successful consulting on competitive differentiation and culture-building.
• Key driver in doubling sales from $1.25B to $2.5B and achieving 24% annual EPS increases.
• Played an important role in the company's dramatic share price growth, with foundational work that helped catalyze increase from $14 in 2001 to $314 at acquisition in 2017.
• Led the customer-validated identification of Panera's core deliverable and Brand Genome™, successfully transmitting and instilling a deeper understanding of the brand's customer and employee wins across both company-owned and franchisee organizations.
• Aligned leadership and board around critical brand insights, creating new planning and action frameworks.
• Prototyped and established the foundation for future brand development and marketing initiatives.
Michael Markowitz AssociatesPresident
Jan. 1991 - Dec. 2004Established and led a consulting company specializing in optimizing the linkage between unusually clear and precisely articulated brand strategy and high-level creativity to shape new products, services, identities, cultures, and marketing communications across a wide range of industries. The outcomes consistently set new benchmarks for client success. • Long-term clients included: Anheuser-Busch, Universal Studios, Taco Bell, Pepsi, Panera Bread.
• Developed MMA's Brand Genome™ framework during this period, laying the groundwork for long-lasting brand and enterprise differentiation.
• Success evolved into a focus on creating brand differentiation that is lived by the entire organization, expressed and integrated through all of its outputs and behaviors, resulting in a whole that is far greater than the sum of its parts. The result: industry leadership levels of sustainable advantage and growth in fiercely competitive categories and segments, reflected in both scale and market share.
OgilvyManaging Director, O&M East Africa
Jan. 1989 - Dec. 1991Led the East African operations of Ogilvy & Mather, overseeing marketing and communications strategies for major multinational clients, including Unilever, Nissan, Cadbury Schweppes, Pepsi, Guinness, and a range of important local brands such as Kenya Breweries. • Spearheaded the adaptation of global brand strategies to fit the unique cultural and market dynamics of East African countries, ensuring local relevance while maintaining global brand integrity.
• Directed cross-functional teams in delivering integrated marketing campaigns, resulting in enhanced brand recognition and competitive advantage in the region.
• Played a key role in growing Ogilvy’s presence in East Africa by developing strong relationships with both global and local clients.
• Experience gained has proved invaluable in demonstrating how Brand Benefit clarity can resonate across diverse customer groups and locales, provided it is expressed in culturally and tactically relevant ways.
Ogilvy & MatherPresident, Euramerica Advertising
Jan. 1987 - Dec. 1989Developed Ogilvy’s New York-based boutique subsidiary into a prototype of the small, high-level brand strategy and creative agency. Techniques for optimizing the often dysfunctional interface between brand positioning development and creative execution were successfully prototyped and applied, resulting in client work that consistently exceeded industry norms.
Altschiller, Reitzfeld AdvertisingExecutive Vice President and other positions
May. 1980 - Apr. 1987New York, United StatesHeld a series of roles, progressing from Account Executive to Executive Vice President at this leading-edge New York advertising agency.
• Played a key role in managing major accounts and campaigns, contributing to the agency's reputation for innovative and effective marketing strategies and creative excellence.
• Developed deep expertise in both brand strategy and creative development, which became instrumental in shaping future leadership roles within the advertising industry.
• Became a trusted advisor to a range of senior client leaders, establishing the foundation for multi-decade consulting and advisory success.
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