Tom Lanen is the President of ThomasBoston, a Thomas Marketing Services Corporation business he founded as a full service advertising and branding agency in July 1989 with charter clients Kurzweil Applied Intelligence (healthcare clinician voice recognition), ALE Systems (laser power supplies), and the Velcro Group (Consumer, Industrial, Technology, Needle Trades, Medical Products, Personal Care, Aerospace).
Tom’s marketing 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 (manufacturers’ rep: Emerson Electric, Chromalox); visionaries Bill Marsteller, Paul Rand, Bruce Mau, David Droga, and Steve Jobs; and Dr. Tom Potterfield of Velcro USA and ITP (Palo Alto). He also gained significant advertising and branding business experience during stints with the award-winning Boston creative agency, Ingalls Associates (pre-BBDO, working for GM Bob Corriveau); and with human resource communications pioneer, Al Buyer (Baïer), founder of Buyer Advertising.
Today focused on brand management, branded technology writing, and digital property management, he helps business owners and marketers in consumer, B2B and technology categories create brand and product understanding, improve position and competitive differentiation, communicate value, and present timely information.
In addition to being a go-to project manager, he co-authors brand communication platforms, and conceptual and content strategies; and develops brand information architecture. This includes harnessing the nearly perfect strategic framework of website user interface (UI) as a means to silo and align all brand elements and information to the central core Brand, and how visitor personas (browsers, searchers, etc.) access information.
He is also developing deep expertise in marketing consumer electronics into Senior and Boomer sectors, and has plans underway to publish a new blog based upon recent primary research.
Dad to 3 teen sons who (theoretically) keep him ‘hip’ though mercifully not ‘friended,’ Tom is a high-energy, work hard, play hard professional. His direct, mindful, and kind approach makes him an effective collaborator and consensus builder.
Contact Tom in confidence at 508.497.8900 to explore your options.
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, consumer technologies, and the requisite Boston sports teams.
He swears the strategy, details + physics of sailing have made him a better brand + tech writer. He’s ready to field-test his theory anytime – just call.