Tom Lanen, Founder, CEO + Brander
I’ve known ‘advertising’ was to be my life’s work since I was a little boy. That my dad, a sales engineer + business owner thought it ‘the toughest business he knew’ was simply icing on the cake for an oldest son, out to make his mark. Of course now, as a dad to 3 teen sons myself, I’ve come to believe it was his considered strategy to make me work harder.
So I spent my first years working for notable large + small ad agencies in account management + creative liaison roles. It was the tail-end of the ‘Mad Men’ era, and it was fun + invigorating. And I had the opportunity to see how the Bigs did it, and to understand the strategic creative headset they bring to the table – especially at (pre-BBDO) Ingalls, then the creative powerhouse in Boston.
25 years later, the last 22 running ThomasBoston, I still love the business. Because it’s a vibrant + dynamic, and agency people are stimulating, especially the fearless outside-the-box strategists + creatives. And there’s always something new to consider and understand.
That’s my role at ThomasBoston. To create understanding.™
I’m a facilitator, a listener + strategist. And a I’m a doer; a tactical management connection between clients + the marketing services, technology + creative communities.
I vet all partners for best practices + communication skills, selecting only those needed at any given time to get it done. This ensures real value + speed during the project. And tons of time before it (read ‘expense’).
Over my career I’ve worked with some amazing global Brands + marketers, Boston Whaler™ to Velcro™ consumer, medical + industrial products. Today though, we work a lot with small business owners, often Boomers (or near-Boomers) who know they need marketing, but don’t know what they don’t know. Who’d rather do what they love too. And who have no desire to be ‘On 24/7′ or to dig in to learn about effective marketing + best practices by themselves. (continued below)
What I’m saying . . .
The first step is to listen deeply to perspective clients. To understand their style + the way they do business. Their objectives + aspirations. And then, if there’s a fit, to help them understand the options they have to satisfy their personal + professional goals.
On any given day, I wear many hats. Some days I may be defining or focusing (or refocusing) a Brand strategy + a strategic positioning tag line. Others, I’ll be planning website tactics + creating video scripts or content. Still others I may be tapping + managing our vetted resource bank for just the right talent + tools to achieve a client’s marketing objectives. I’m always on top of budgets. It’s the one area at ThomasBoston where ‘creative’ does not apply. I have no further ‘philosophy’ about this, other than being ‘marketing poor’ is not an option.
I’m about talking in the language of clients + their customers. I translate web-, tech- social- + marketing-speak into understanding – even for those who may use email or the web though it’s ‘not their thing.’ I know it + know how to explain it to anybody. And surely we’re not about the ‘LOL’ or ‘BFF’ stuff our kids call ‘living’ (with a nod to Toyota Venza), though if that’s your market we know experts who do.
My partners + I are about helping people discover Branded answers that make their lives + professions more satisfying. About how Branded goods command value premiums. And about how they’re worth it + in everybody’s best interests.
The first 5 minutes tells it. We don’t ‘create’ a Brand. Its essence lives in its owners. And whenever I speak with new clients, its core always comes out in the first 5 minutes. It never fails. Though it’s usually well hidden. Or sometimes, just too obvious.
And that’s where I’m rooted: in deep listening. In seeing the forest for the trees. In perspective that creates awareness of what needs to be done. And know-how to do it well + fast. Not just websites, but tactics that connect + engage customers + drive revenue.
At times there may seem to be many answers. And there may seem to be no answers. But in the end there is always one answer, connected + balanced. Always. But it often takes expert perspective to see it.
Brand-To-People™ is an expression of truth, an authentic ‘story’ aligned at all touch points: products, people + systems. Our mission is to frame it strategically so we all can see the business + revenue opportunities at hand + what to do next. To focus, articulate + amplify it. To create presence + momentum. To make Brand stakeholders more successful.
And to do it all from a place of love. Because it’s who we are.
Read more about Tom Lanen: LinkedIn Public Profile
Read what some have said about Tom + ThomasBoston teams
Read about ThomasBoston’s client + category experience
Read about client success stories
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.
Tom calls this shot: 'Me, happy.' (Here off the Maine coast in September 2011.)
