Ken Quinn: Brand Architect | Storytelling & Positioning Expert | Builder of Brands People Notice, Believe & Buy Into in Seattle, Washington

Driving brand strategy across the research institution by translating complex science and technologies–including Energy Grid Resilience, Cybersecurity, Quantum Computing, AI Assurance, and Predictive Phenomics–into clear, compelling messaging frameworks and brand narratives. • Shaping the Lab’s brand narrative and institution-wide communication priorities grounded in cultural, customer, competitive, and organizational insight • Designing a unified messaging framework that aligns a 176-person communications team and 6,000 employees through direct collaboration with directorate SMEs and Lab leadership • Repositioning the Lab Agenda as an annual storytelling platform that elevates the institution’s voice and relevance

Collaborated with agencies and clients nationwide across multiple engagements focused on brand definition, brand architecture, and go-to-market strategy. Clients: Formative, Mercury Creative, Love Communications, GreenRubino, and others Projects: Visit Utah, Amazon Climate Pledge, Macy's, Brighton, Delta Dental, LifeLong, PMI, Pepsi • Spearheaded brand strategy and multi-year planning for Visit Utah, orchestrating multi-agency efforts that exceeded tourism growth goals and streamlining regional efforts for a unified, brand-led state platform • Authored the messaging framework for Amazon’s Climate Pledge, aligning brand posture, value proposition, and proof points with key stakeholder priorities • Facilitated brand platform workshops with B2B and non-profit clients to map value proposition, brand essence, brand values and GTM messaging strategies

Led brand strategy for REI’s national marketing campaigns, shaping the brand’s point of view and narrative across seasonal, social impact, and new business launches, contributing to record-setting brand awareness and affinity scores. • Built go-to-market and “Opt Outside” campaign postures that consistently exceeded growth goals and streamlined marketing approval processes, saving hundreds of hours annually • Defined the brand voice and strategic POV across all nine activity categories, transforming REI’s customer messaging, lifecycle outreach, and merchandise assortment strategies • Created strategic positions and creative briefs for Rentals and Used Gear platform launches, resulting in 1M+ used items sold in the first year and surpassing non-member conversion targets • Developed REI’s annual brand narratives, supporting Forbes 2023 #1 ranking as “Best American Brand for Social Impact”

Directed the implementation of the firm’s strategic philosophy across heritage and growth accounts, while leading narrative development, brand architecture, and positioning for clients, including multiple Fortune 500 brands. • Led development of FedEx’s brand architecture for a reverse logistics acquisition, delivering co-branding workshops and brand solutions that earned C-suite endorsement and account growth • Guided messaging and repositioning strategies for Haier, Sony Sound and MasterCard’s mobile payments platform to sharpen market differentiation, support market entry, and accelerate product adoption • Strengthened client partnerships and increased firm revenue, contributing to Inc. Magazine’s 2015 list of the ‘Fastest Growing Private Companies’ in the United States

Served as lead brand strategist for Fortune 50 accounts at WPP’s global digital agency, guiding cross-platform brand and campaign strategy for Samsung, Coca-Cola, AT&T, Amazon, Microsoft, and others. • Grew the AT&T account into the agency’s largest, most profitable account ($10M+), earning top client satisfaction scores and funding 12 new team hires • Directed creative strategy and briefing for Samsung’s premium monitor line, resulting in YouTube and Addy awards • Managed and mentored a five-person strategy team that consistently delivered for the client and won new business

Clients: Razorfish, VSA Partners, Aon, Hornall Anderson, CMG Partners, Brand Labs, Avenue, ZAAZ, 50,000 Feet. Projects: Papa John’s, AT&T, School of Rock, SmartWool, Microsoft, Clearwire, Boeing, PerfectServe, Aon & Manchester United. • Shaped the strategic foundation for SmartWool’s global brand book, ensuring messaging consistency and clear product architecture across international markets • Pioneered the “Be.Do.Say” brand philosophy, implementing it across agencies and client partnerships • Developed the strategic playbook for Microsoft’s “Art of Touch” experiential campaign, inspiring global participation in the world’s largest digital art piece and driving full-capacity in-store events • Delivered guest lectures on brand strategy at trade events and universities in the U.S. and New Zealand

Led high-impact brand strategy engagements for the acclaimed brand firm, partnering directly with C-suite leaders worldwide for clients including Caterpillar, Bell Canada, GE, Harley-Davidson, Sappi, and Citadel. • Conducted in-depth research and analysis to uncover provocative brand insights, fueling differentiated strategies and inspiring creative teams with sharp, insight-driven briefs • Developed the strategies for Harley-Davidson, Avery Dennison and Bell Canada’s award-winning annual reports, strengthening multi-year client partnerships and expanding brand assignments • Laid the strategic foundation for Caterpillar’s global brand campaign ‘Making Progress Possible’, shaping regionally relevant messaging across global markets • Shaped content strategy and architecture for GE.com, widely recognized for its pioneering, magazine-style digital format • Defined the brand blueprint and portfolio strategy for Sappi, which the CEO credited with driving a profitable turnaround and securing a $2M+ annual partnership with the firm

Co-founded a boutique strategy/design firm specializing in web design and digital video. Noted by local media as 'a company packed with creative thinking'.