Bidnam Lee

Work

Select clients and projects across industries, stages, and inflection points.

IBM

Brand Strategy Go-to-Market

Enterprise AI positioning and GTM strategy for an iconic Fortune 50 company.

  • Brand Positioning
  • GTM Strategy
  • Audience Definition
  • Competitive Intelligence

UiPath

Brand Strategy

Brand positioning and value proposition development for leading enterprise automation company entering the agentic AI space.

  • Brand Positioning
  • Competitive Intelligence
  • Narrative Architecture
  • Value Proposition

Verizon Business

Go-to-Market Brand Strategy Product Strategy Campaign Strategy

Ongoing transformation engagement spanning brand positioning, portfolio messaging, and GTM strategy for telecom leader.

  • Brand Positioning
  • Portfolio Strategy
  • Messaging Architecture
  • GTM Strategy

Blackstone / Andmore

PE Value Creation Brand Strategy Corporate Strategy

Category reframe, brand positioning, architecture and naming, and ecosystem strategy for a PE-backed B2B wholesale marketplace.

  • Positioning
  • Market Sizing
  • Ecosystem Design
  • Brand Architecture

Blackstone / Sustana

PE Value Creation Brand Strategy Category Strategy

Category creation, purpose and brand architecture for a PE-backed sustainable paper and pulp manufacturer

  • Category Creation
  • Purpose Development
  • Ingredient Branding
  • Brand Architecture

7-Eleven

Operating Model

Marketing operations transformation and production tooling strategy for the iconic Fortune 500 retailer.

  • Org Transformation
  • Service Design
  • Change Management
  • Pilot Design/Execution

Fierce Finance

Brand Strategy

Brand strategy, value proposition development and naming for an early-stage consumer fintech platform.

  • Narrative Development
  • Consumer Insights
  • Naming Strategy
  • Value Proposition

Bartesian

Product Strategy

Connected customer experience strategy and value creation engine for a high-growth consumer IoT company.

  • Growth Strategy
  • CX Strategy
  • Value Creation
  • Business Model Design

ZOA Energy

Brand Strategy

Brand foundation and audience strategy for a high-growth energy beverage company.

  • Narrative Development
  • Audience Segmentation
  • Messaging Architecture
  • Competitive Analysis

XFL

Brand Strategy Experience Strategy Go-to-Market

Brand strategy, ecosystem architecture, and experience design for a professional football league relaunch.

  • Experience Innovation
  • Audience Segmentation
  • Ecosystem Design
  • Market Entry

Alcon

Brand Strategy Product Strategy

Product brand architecture and endorsement strategy for a Fortune 500 MedTech surgical portfolio.

  • Brand Architecture
  • Portfolio Strategy
  • Endorsement Strategy
  • Naming