ALEXANDRIA, VA: Purple Strategies has appointed Bridget Lohrius as MD of executive branding, strategy, and engagement, a new position at the firm.
Based in Chicago, Lohrius is overseeing the firm’s C-suite offering and reporting to Steve McMahon, CEO and founding partner at Purple Strategies.
Lohrius, who spent a decade running her own consultancy, called executive branding "an evolving discipline."
"It’s all about considering the CEO as the candidate and the C-suite as the cabinet," she said. Lohrius added that a number of well-known executives "have been developing and curating their brands for years because they understand the necessity of linking what they stand for to what their company is known for."
Lohrius cited Apple’s Tim Cook, Facebook’s Cheryl Sandberg, and Starbucks’ Howard Schultz as three businesspeople integral in creating brands that people identify with today.
"It is easy to get tripped up because I think there is a perception that it’s intuitive, and it just sort of unfolds based on one’s personality," she said. "But our position is that it requires much more strategic, deliberative thinking and takes in to account what a person wants to stand for."
Before spending more than a decade as founder and president of Lohrius Brand Consulting, Lohrius was an associate publisher at Hearst Magazines and marketing manager, unit manager, and senior associate at Discover Financial Services, according to her LinkedIn account. She worked at Ketchum earlier in her career.