We support CEOs and CMOs with our senior-level capabilities and industry resources.
Executive-Level Team Members
As hands-on team members we help senior-level decision makers navigate complexity and drive impact.
Real World Experience
We've "been there and done that" – with decades of advisory and operating experience in both B2B and B2C, across a wide range of industries.
An Objective and Integrated Approach
We bring the best-fit resources to get you what you need efficiently, independent of existing agencies and suppliers.
why us?
WE CONNECT THE DOTS TO HELP YOU SUCCEED
We build the bridge across market research, analytics, and data-driven insights to ideate and innovate. This approach delivers high-value strategic guidance.
- High-value strategic guidance
- No "research speak", just sound business strategy
- Streamlined approach provides a quick turnaround
WE FILL THE GAPS TO GET RESULTS
We transform market insights into both strategy and actionable plans to drive results.
- A collaborative effort with your team
- Focused on creating value
- Strategy linked to implementation
Learn more about our experiences.
solutions
Strategic Advising
Define the best growth strategy and path forward.
Market Strategy
Understand your customers, market trends, and competitors.
Customer Segmentation
Identify actionable segments based on characteristics, behavior, and preferences.
New Product Development
Develop, evaluate, and build out new value propositions.
Brand Building
Revitalize your brand with differentiating strategies and preemptive action.
Brand Positioning
Carve out your unique brand identity and bring it to life.
about us
We founded RnRAcuity to help senior leaders tackle their difficult marketing challenges by
linking insights to strategy and action.
After many years leading companies and managing teams we wanted to get back to working with
clients. We don't delegate down nor spend time selling. We apply our skills and our experience
directly to your business. We are allies helping to navigate complex challenges and create alignment within your organizations.
Service agencies sometimes provide an uneven level of competencies by employing their 'set'
groups. We reach out and choose the best professionals with specialized skill sets if they are
needed on your project (“Mission Impossible”).
We believe in always starting with the customer as a foundation for innovation and growth.
leadership
Randy Emond
consults in marketing strategy, planning, and research. He helps clients manage change to upgrade their own capabilities by leading teams through innovation, market research, and brand-building processes filling the gaps between what suppliers often deliver and what clients truly need. His areas of expertise are brand building and positioning, communications strategy, new product development, consumer behavior, marketing mix modeling, and customer service research.
consults in marketing strategy, planning, and research. He helps clients manage change to upgrade their own capabilities by leading teams through innovation, market research, and brand-building processes filling the gaps between what suppliers often deliver and what clients truly need. His areas of expertise are brand building and positioning, communications strategy, new product development, consumer behavior, marketing mix modeling, and customer service research.
Randy holds Masters and Doctoral degrees in Psychology and Mathematical Statistics.
Career Highlights
- President, Advertising & Brand Performance, TNS
- CEO, New Products Research and Marketing, Ipsos
- Senior Vice President and Worldwide Director of Consumer and Market Intelligence, Philips Consumer Electronics
- Partner, Mercer Management Consulting
- Senior Vice President and Director of Marketing Planning, Foote Cone Belding
- Senior Vice President and Director of Marketing Sciences, BBDO Worldwide
- Manager, Business Research and Marketing, AT&T's Marketing Science Organization
Renée Soulliard
is a global marketing and operations executive highly experienced in driving growth strategies, creating alignment, and achieving results, with a proven track record based on an unrelenting focus on the Voice of the Customer and deep analytic rigor. Over her 25-year career, she has successfully built and re-positioned Brands, and developed new business models, markets, and products, consistently exceeding financial targets and instilling ROI-driven decision making and best-practice processes and systems.
is a global marketing and operations executive highly experienced in driving growth strategies, creating alignment, and achieving results, with a proven track record based on an unrelenting focus on the Voice of the Customer and deep analytic rigor. Over her 25-year career, she has successfully built and re-positioned Brands, and developed new business models, markets, and products, consistently exceeding financial targets and instilling ROI-driven decision making and best-practice processes and systems.
Renée holds an MBA from Harvard Business School, and a B.S. in Economics from the Wharton Business School.
Career Highlights
- Chief Marketing Officer, Support.com
- Chief Marketing Officer, Quad Learning
- Senior Vice President, Marketing, and General Manager, AOL
- Vice President, Marketing Strategy at Capital One's U.S. Card Division
- Vice President, Interactive & Website Marketing at 1800flowers.com
- General Manager, Consumer Direct business at Philips Consumer Electronics
- Principal, Mercer Management Consulting (now Oliver Wyman)
clients
experience
Heineken: Brand positioning and global expansion in the face of worldwide competition.
The CMO at Heineken needed a new approach to target LDAs (new entrants of legal drinking age).
We developed a staged pathway [emotional progression leading to personal maturity] using insights
and testing that created a worldwide targeting-messaging platform.
Vertex: Developing and marketing B2B software - Let's sell in big ideas by thinking small (buy the
pie one slice at a time)
When it comes to product development, we found the “Lego” approach is much more appealing than the “Super Enterprise” approach.
We delivered a new framework to the Board at Vertex which helped streamline the product
development process and inform the sales and marketing strategy.
Business customers often refuse to swallow an entire “package” in one shot. A new product
blueprint that slices and dices (dare we say segments?) can dissect and highlight where the
early vs. late buyer potential lies.
Samsung vs. Apple: Stealing market share and winning when you're David vs. Goliath
How does a number 2 or 3 brand attack the 'mountain? We delivered the answer to Samsung's North
American CEO.
It might seem impossible (but it isn't) for Samsung and Google brands to take share
away from Apple. But it won't be solely through price or functionality. A deeper connection
with the target consumer is the first step.
TIVO: Product positioning and insights around cutting edge new technologies
It started as a really new product called DVR. Launched as “TiVo”, it opened a whole new world
for the consumer who took time to catch on to its value (extraordinary) and benefits (wow!).
It wasn't difficult for us to predict its success, but it also required a very special marketing
approach to build the sales curve which grew slowly over time — early adoption leading to an
explosion [diffusion] of consumer demand.
The consumer took the plunge (learning to use 'On Demand') but now is drowning in the ocean
of streams. Consumers have the appetite and they want to take back control.
Dodge Caravan x Jeep: Avoiding cannibalization and growing share
The story is about the overabundance of vehicle brand/nameplate choices and the emergence of electric vehicles. Market segmentation clarifies the product to consumer target matches.
For the President/COO of Chrysler's car and truck operations, we predicted the unprecedented
growth of the SUV market (Jeep, Range Rover, Bronco, etc.) while not destroying the already
profitable Caravan.
Today new nameplates (hybrids) overlap the “traditional” map creating a new landscape
that complicates consumer choice. This requires a new approach (aligning target-product-price)
connected to delivery (message-channel-service) that can pave the way to a higher ground for
the consumer.
As EVs begin to overlay the grid, which brand-products will succeed?
Coke/Pepsi Portfolios: Out with the old (“Less Filling/Tastes Great”)
New functional and emotional insights were needed for long-standing heritage brands, and now,
more importantly, are necessary for new category-brands. We developed a blueprint for Pepsi's
CEO that shows the emotional map for brands that collide vs. those that can stand alone.
Yesterday's “cola/soft drink wars” have exploded (hydration, juices, hard seltzers and RTD canned cocktails, etc.),
requiring a new strategic map that identifies the next high point of consumer demand.
Getting there before anyone else and maintaining a stronghold requires a unique strategy.
We aligned positioning, channels, and social campaigns, all tied to situation-needs.
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