Whole-Brain Brand Expansion was founded in 2002 to assist companies with the identification, definition and development of strategic consumer-centric product initiatives. Having been on the “client side”, we know the surest way to grow a business is by leveraging pragmatic thinking with creativity. This way, existing paradigms are “pushed” to deliver better results with new strategies that are actionable.
Barry Curewitz is WBBE’s Managing Partner. He has more than 20 years of experience managing and growing brands for Fortune 100 consumer packaged goods companies. He held senior leadership positions at Johnson & Johnson, Warner-Lambert, Pfizer, Campbell Soup and Bic where he led domestic and global brands to achieve sustainable growth. An expert in innovation and new product development, he has created numerous new products for brands such as Prego, Splenda, Lenox, Lubriderm, Neosporin, e.p.t., Skil and Bic Shavers.
Barry holds B.S. and MBA degrees from the University of Tampa. He is an adjunct professor at Temple University’s Fox School of Business and Management, and the LeBow College of Business at Drexel University teaching a variety of marketing courses on both the undergraduate and graduate levels. He is an active member in MENG, AMA and the PDMA; he has been published in Advertising Age, Chief Marketer, Marketing Daily, Marketing Management and MarketingProfs. Barry has also been interviewed by Inventors Digest.
Barry Curewitz leads all client engagements from conception to conclusion. He works with each client to develop programs specific to their needs, infusing each with left-brain strategic thinking and right-brain creativity. This approach has proven to deliver differentiated new products that address functional needs while connecting with consumer’s emotions.
Alan Sharavsky is WBBE's Creative Director. He has more than 20 years of experience impacting brands and businesses with his creative instincts and strategic perspective. A natural innovator, Alan has developed ad campaigns and new products for a wide variety of brands including McDonalds, Trump, Tylenol, Glucerna, EAS, Dial, Renuzit, Skil and Lactaid. A few of the products he’s helped bring to market include Splenda Sugar Blend, the Skil X-Bench and Viactiv Multi-Vitamin Chews. Alan’s career includes senior creative and marketing positions with Elkay Advertising and the Philadelphia 76ers.
Alan holds a B.A. degree in Journalism from Temple University and has been published in BrandWeek, Chief Marketer, MarketingProfs and The Philadelphia Inquirer.
Candace Souweine is WBBE’s Research Director. Candace is an expert researcher who uses qualitative and quantitative methods to "get inside and up close" with the target/prospect. She focuses on the identification of critical business issues so that the research methodology delivers against them. Her back-end deliverables move well beyond the reporting of results and extend to practical business application.
Candace has more than 25 years of experience with all common, and some not so common (creative!), market research techniques. She has held senior positions with Gino’s Restaurants, Weightman Advertising, Alpo Pet Foods and Nordic Track. She has worked with more than 35 different companies across a wide variety of industries, virtually all on a repeat basis.
Rod Howson is responsible for WBBE’s online research. Rod has directed nearly 1,000 online studies ranging from attitude & usage to concept testing; from coordination and collection of home-use-tests to real-time on-line reporting. Analytically, he has deep experience with a variety of tools including regression, canonical, and conjoint (discreet choice/adaptive) analyses. He has directed projects for GE (appliances, finance, lighting and industrial), Papa John’s, Yum Brands (Kentucky Fried Chicken, Pizza Hut, Taco Bell and Long John Silvers), Lowes, Best Buy, Home Depot and a wide assortment of financial institutions and utilities.
Brian Walker is WBBE’s Facilitator Extraordinaire. Brian deftly helps organizations achieve better business results by facilitating group ideation, alignment, and agreed upon action items. He works with clients to clarify their goals and then develops a detailed plan to achieve those goals. He is a catalyst that stimulates innovative thinking that results in new ideas. Brian assists in the prioritization of potential options to gain focus. He’s worked with some of the world’s best known organizations including PepsiCo, BBDO, Catapult Marketing, PBS, Bacardi, LL Bean, Nestle, Univision, Frito-Lay, and the University of Maine.
Would you like to discuss the new product opportunities you’d like to address?
Barry@wbbe.biz (215) 752-3757