I’m Carolyn Rush Crouse and I see brand strategy as a form of therapy.
Ideas and insights that don’t die in a PDF 💫
I’ve been privileged to build 50+ brands including:
Women.nyc | NYC's Destination to Help Women Thrive & Get Ahead
Andie Swim | Suit yourself - Swimwear For all Shapes & Sizes
Promundo | Manhood 2.0
Seconds | Consciously Upcycled Snacks
Allswell | Walmart's 1st DNVB - A Bed Brand Built For a Home
Medley | Group Coaching To Help us Learn & Grow Together
Willow | Incontinence Underwear for Women
Robyn | Virtual Maternal Wellness & Care
Ourself | The First Subtopical Skincare System
Covey | Supermodel Emily Didonato’s 3-Step Skincare
Capabilities
Brand strategy for pre-launch companies
Brand & product naming
Product strategy
Business strategy
Brand partnerships
Campaign strategy & ideation
Bringing storytelling across the supply chain
General advisor to the founder/ board member
Press
Fast Company
Underwear for the Problem No One Wants to Admit They Have
“We wanted to approach the brand with dignity,” says Rush. She notes incontinence’s similarity to issues like infertility or menopause. While most shy away from the embarrassing topic, Rush wanted to approach it from an altogether different perspective: one that shifted public perception. “We are showing strength from all angles, even down the way the models posed.”
The New Yorker
A Power-Move Pep Talk for New York City Women
“You’re not going to see pictures of women in these ads. It’s all about the power of words. Words like ‘We know you can do it alone, but you don’t have to.’ That’s coming from talking to women around the city, saying, ‘What’s real? What do you want to hear?’ ”
New York Times
Walmart Aims for Affluent Customer with Online Mattress Brand
Previously, the company sought to tap this market with a string of acquisitions of e-commerce brands like Bonobos, which sells hip men’s clothes.
But the mattress and bedding venture represents the first digitally native, or online only, brand that Walmart has developed internally.
“This is how great brands get built,” said Andy Dunn, a founder of Bonobos and senior vice president of digital brands at Walmart. “We are thinking about how we win the future.”