Tom Lanen, Principal

Thomas Lanen, ThomasBostonTom 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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Dad to 3 teen and college age sons who keep him ‘hopping and mindful,’ he’s a high-energy, work hard, play hard professional who gets it done; and he’s grateful for the blessings of family and renewed health

You can reach Tom at 508 951-0130. 

Tom Lanen - Sail to Monhegan Isle maine 3 Sept 11

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 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 manager. He’s ready to field-test his theory anytime – just call.

Read more about Tom Lanen: LinkedIn Public Profile

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Read about ThomasBoston’s client + category experience

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