Tom Lanen is the President of Thomas Marketing Services Corporation, which he founded as a full service advertising and branding agency in July 1989.
Charter clients included Kurzweil Applied Intelligence (healthcare clinician voice recognition with Ray Kurzweil and start-up team), ALE Systems (laser power supplies), and the Velcro Group (Consumer, Industrial, Technology, Needle Trades, Medical Products, Personal Care, Aerospace, global).
Tom’s marketing career has been wide-ranging in support of 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 he offers contract CMO and brand management services in consumer, B2B and technology categories, including products and services targeted to older adults – boomers and seniors. His forte is strategically focusing brands and products for understanding and engagement; enhancing value perceptions to improve position and competitive differentiation; and qualifying branded products for value-based margins.
Tom recently founded Seniors Who Surf™, a business that offers iPad and technology learning and tutoring for older adults. He believes online learning is a valid strategy to help seniors stay actively engaged and live richer, more satisfying lives; and to use technology as a means to help mitigate loneliness and isolation so prevalent in later stages of life.
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