Lisa Borden

Lisa Borden

CEO, Brand Strategist at Lisa Borden Strategy (
Boston, Estados Unidos


I’m an independent brand strategist with more than 20 years of experience solving positioning problems for Fortune 500 companies. I help my clients to define insight-driven brand strategies that are simple, actionable and effective.

What makes me great at my job? I view every assignment with fresh eyes. I ask the right questions, dig deeply into the broader context, and make connections between truths and trends that others miss. I think strategically as well as creatively to crystallize the value of my clients' product/services in a way that shapes inspiring communications and drives their business.

If you are currently wrestling with a branding challenge I would love to hear about it. I can help you with:
• Brand Vision
• Brand Positioning
• Brand Architecture
• Brand Naming
• Creative Briefs
• Consumer & Cultural Insights
• Focus Groups & Interviews

You can contact me through LinkedIn or at For more information see my website at


CEO, Brand Strategist
Lisa Borden Strategy (
June 2013 - Presente (7 years 2 months)
After running an advertising strategy group for several years, I stepped away from a management role to focus 100% of my time on what I love the most: identifying powerful consumer insights & translating them into insight-driven solutions to challenging business problems. I have worked with Georgetown University, Banana Republic, The Aspen Institute, and Liberty Mutual and with advertising and branding agencies of all shapes and size including Havas Worldwide, Odysseus Arms, MMB and Toth & Co.
EVP, Director of Human Nature
Arnold Worldwide
April 2010 - June 2013 (3 years 2 months)
As the EVP Director of Human Nature at Arnold I oversaw communications strategy and insight work for many of Arnold's key clients, including Carnival Cruise Lines, Progressive Insurance, Jack Daniels, Truth, Santander, Amtrak, Fidelity, Pearle Vision and Beth Israel Deaconess Medical Center

I developed insight-driven strategies for countless new business pitches. And I built a planning team and trained young planners, account managers and over 300 clients to find and recognize insights and write powerful creative briefs.
Vice President, Account Planning
Hill Holliday Advertising
2007 - 2010 (3 years)
At Hill Holliday I gained a deep understanding of the rational and irrational ways that people think about money. After uncovering a series of new insights among the high and ultra high net worth set I defined a unique brand platform that effectively relaunched US Trust after it's purchase by Bank of America. I also developed brand architecture and communications strategies for numerous initiatives for Bank of America and Merrill Lynch.
Brand Strategy Director
Garden Grove, Estados Unidos
2001 - 2003 (2 years)
As Brand Strategy Director at Fitch San Francisco I developed brand strategies for clients across multiple categories including SES Global, Chrysler, Welch Allyn, Jose Cuervo. In my spare time I also outlined and formalized a Fitch brand strategy methodology.
Senior Consultant
1999 - 2001 (2 years)
I led the global repositioning of Microsoft’s MSN at a time when Bill Gates was seen as the enemy and MSN was the last search engine on peoples' lists. I defined a communications strategy for Samsung electronics and did global brand architecture work for both Samsung and Visa. And I created a brand strategy training program for FutureBrand consultants
Senior Strategist
Bright Sun Consulting
1997 - 1998 (1 year)
At Bright Sun I developed new product concepts and brand strategies for Exxon, Samsung and Qwest.
Senior Account Planner
TBWA Chiat Day
1995 - 1996 (1 year)
My strategy work at Chiat Day was all targeted at women, including insight-based brand platforms and creative briefs for Wonderbra, Nivea and Basis Skincare.
Account Planner
McCann Erickson
1993 - 1996 (3 years)
As an Account Planner I worked on a global new product development project for Coca Cola and developed advertising and product names for L’Oreal Cosmetics, Hair and Fragrance divisions. I was also tapped to write speeches, articles and a book proposal for the Chief Strategy Officer.


Graduate School of Design

2005 - Presente (15 years 7 months)
Studies toward a Masters Degree in Landscape Architecture.

Programme Jean Monnet

1991 - Presente (29 years 7 months)
Postgraduate program that combined cultural studies at the Ecole Polytechnique with a marketing internship at France Telecom Paris.

BA, French Literature & Culture

1987 - Presente (33 years 7 months)

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