G ‘n’ G Women in Tech Week – Diane Perlman, Branding Matters
Closet geek and entrepreneur, Diane Perlman has spent time learning and practicing nearly every marketing discipline over her career, both agency and client-side, and the last 12 years focusing mostly on digital and working with tech and telecoms clients. Diane, now director of ‘virtual agency’ Branding Matters for the past 4 years, provides strategic consulting to direct to clients and often via agencies who retain her as a strategist and planner to work with their clients on a particular challenge, whether that be naming and branding assistance, digital planning or strategic account management.
Diane has worked both in the US and the UK with both large multinational clients such as Microsoft, Unisys, Nokia and T-Mobile on a global basis, as well as with smaller, early stage companies and start-ups. Check out one of her most recent projects: www.activinstinct.com – an end-to-end branding and ecommerce project for a large sporting goods retailer. Diane conducted the strategy, naming and branding, as well as overall project management for ActivInstinct and managed the other aspects of the project via a virtual project team of likeminded partners. She is also managing global email and search marketing campaigns on behalf of Microsoft. And, for a London branding agency, she recently participated in two naming and brand architecture projects for clients in the electronics industry. Other examples of recent projects can be found at www.brandingmatters.co.uk.
Diane is also the co-founder and marketing director of ililkeucoz the world’s first appreciation engine. Diane helped establish ilikeucoz along with a small team of passionate entrepreneurs at Launch48 in London where attendees were challenged to create and launch four new web app in 48 hours. ilikeucoz was one of them. ilikeucoz encourages people to spontaneously send Twitter-esque compliments to the people they like in their life. It’s all about bringing the feel-good factor back in a time when, more than ever before, people need a bit of a boost. Follow ilikeucoz on Twitter @ilikeucoz and check out the ilikeucoz blog.
Diane’s initial introduction to technology and the world of all things geeky came when she joined a start-up called Cyveillance in 1998. Prior to coming to the UK, Diane was the marketing director at Cyveillance, where she named the company and developed its early-stage branding and marketing strategy in the US and later launched the brand in the UK and Europe. After the bubble burst, Diane left Cyveillance, but stayed in the UK and continued on the technology track and joined global ad agency Grey London where she looked after the Unisys and Nokia accounts and managed Nokia’s first ever global ad campaign for its N-Gage gaming product. Then, getting back to digital, Diane joined top digital agency Wheel (now LBIcon) as a Group Account Director where she was advising retail brands like Laura Ashley, Dixons and Disney, among others, on their online advertising and marketing campaigns, as well as website design and development.
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