Brand, Marketing + Creative Services Director
President, Thomas Marketing Services Corporation
Tom Lanen is the principal of ThomasBoston, a Thomas Marketing Services Corporation business he founded in July 1989 with charter clients Kurzweil Applied Intelligence (healthcare clinician voice recognition), ALE Systems (laser power supplies), and the Velcro Group (global) companies.
Tom’s career has been wide-ranging in support of many significant brand, product, and services launches for start-up, mid-range, and top-tier technology, B2B, consumer + retail businesses.
His professional brand has been shaped by many people and influences, including his dad Ted, a professional sales engineer and business owner; visionaries Bill Marsteller, Paul Rand, Bruce Mau, and Steve Jobs; Dr. Tom Potterfield of Velcro USA and ITP (Palo Alto); and stints with the award-winning Boston creative agency, Ingalls Associates (pre-BBDO working for GM Bob Corriveau); and human resource communications pioneer, Al Buyer (Baïer), founder of the now Buyer Advertising.
He also credits Wellesley high school English teacher, Joel Kabatznick, for his love of language and metaphor; and UMass Amherst marketing professor and brand consultant, Dr. Gordon Paul, for his teachings on the complexities of marketing, paying attention, and answering the question.
Today Tom focuses on the active strategic process of developing Brand value, sales, and equity for start-ups + re-stages. This often includes businesses helmed by 50+ owners, the fastest growing entrepreneurial segment in the USA.
An early adopter of technology and social media (Klout ~47), and roll-up-your-sleeves tactician, he works with client, and ThomasBoston creative, marketing and technology resources to achieve measurable objectives. He also co-authors creative communication platform, conceptual + content strategies; and develops brand, information, and communications architecture.
This includes harnessing the nearly perfect strategic framework of website user interface (UI) design as a means to silo and align all brand elements to the central core Brand, and how visitor personas (browsers, searchers, etc.) access information.
He has a demonstrated ability to create understanding across technical, non-technical and partisan audiences while maintaining technical context. In addition, he’s a go-to project director who makes things happen with his collaborative manner.
Dad to 3 teen sons who (theoretically) keep him ‘hip’ though mercifully not ‘friended,’ Tom is a high-energy, work hard, play hard professional. He believes in loyalty as a strategy for productivity and satisfaction; and in really caring about those with whom he interacts.
Connect with Tom at 508.497.8900
Tom calls this shot: 'Me, happy' - here on a client's sailboat off Monhegan Island
Tom resides in the deep ‘burbs of Boston with his wife, and 3 teenage sons, whom he’s coached along the way in youth soccer + baseball, and who constantly fill him with wonder.
Awed by design, he enjoys live music events, fashion + style, boating, skiing, golf, and the requisite Boston teams.
He swears the strategy, details + physics of sailing have made him a better Brand architect. He’s ready to field-test his theory anytime – just call him.