Branding Creation and Stewardship

Throughout her 25-year marketing and sales career, Ginger has led marketing teams in the stewardship of some of the world’s leading brands – Pizza Hut®, Taco Bell®, Prudential®, HomeBase®, Barbie®, Baskin-Robbins®, Korean Air®, American Express®. She knows how to create brands as well, as evidenced by her work at House2Home®, which was a complete reconfiguration of the big-box home improvement retail concept, HomeBase®. After several years experiencing declining sales and rapidly deteriorating market share at the hands of two thriving, aggressive competitors, Home Depot® and Lowes®, HomeBase engaged a consulting firm to analyze their business to determine its best strategic options. The outcome of the extensive study was a recommendation to reinvent the company – in fact, create an entirely new category called Home Decorating Big Box retail, and House2Home was born.

Over a 12 month period, while maintaining the base business to provide cash flow for the re-engineering, we converted 88 100,000 square foot home improvement stores west of the Mississippi to 42 House2Home home decorating stores. Everything had to change – every SKU was different; the store footprint and décor had to change to accommodate the new segments we served; the employees serving the customers because the customers were now women instead of men; the corporate culture to ensure we were leveraging all the talent throughout the company effectively; the financial structure of the merchandise relationships with old and new vendors; everything. The company test marketed five stores in Southern California and Nevada and discovered the concept was wildly successful.

"Aha! provides a unique blend of perspective experience and creativity that can help you achieve your goals."
"Ginger and her partners create and nurture relationships with key thought leaders across a variety of industries"
"Aha! helps clients gain greater benefits from their natural talents."
"Ginger understands the big picture while paying attention to the fine details."
"Aha! develops individual talent and disciplines across all types of companies - small and large."
"Aha! is nimble, smart and responsive to your company's needs and deadlines."
"Ginger is a creative and thoughtful leader who inspires those she works with to achieve more than they ever thought they could."