Carol Parish

President, Synthesis Plus LLC

Over the course of my career, I have had the privilege of working with some of the most interesting companies in the world, helping to solve complicated brand issues. I recently founded Synthesis Plus, which is rooted in the real life needs of companies today. The current business environment requires greater speed, flexibility, and creativity than the past. All too often, brand strategy and design has been based on overly rigid theory that becomes difficult and restrictive – and expensive – to put into action. At Synthesis Plus, we focus on elegant but pragmatic solutions that will generate results.

Past and current clients include Aetna, Hewlett Packard, American Express, Alcatel-Lucent, Pernod-Ricard, Texas Children’s Hospital, MetLife, MedStar Health System, TheMarkets.com, The Bank of New York, Thrivent Financial for Lutherans and many others.

I particularly enjoy the work of discovery, which is the initial analysis of a company (or division or brand) from all angles. During discovery, perceptual patterns are uncovered, conflicting perspectives are assessed, communications style and substance are collected, and customer data is re-analyzed. Every company is unique, but brand issues are the same across industries and cultures. The purpose of discovery is not to make a long, boring report, but to take disparate information, diagnose the current state and begin to form hypotheses about optimal brand strategy.

Prior to establishing my own business, I was managing director, Brand Strategy and Engagement for The Brand Union in the US. I have also held senior positions at Lippincott and FutureBrand. I started my career as a marketing executive in the financial services industry.

When I’m not working or blogging, I am enjoying art exhibits, theater and film; choral singing; golf; trapeze school (not really, but I took a trapeze class once and have never forgotten it); books great and small; growing roses and tomatoes; and participating in community service.

I received a BFA from Boston University and an MA from The New School University.


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