Cleve made the murky world of branding accessible to a newbie client and his work provided the foundation for a terrific product for the National Trust for Historic Preservation.
Cleve has a wonderful ability to tap into key consumer insights and attitudes. And, with his understanding of the brand-building process, he is able to translate the information into strategically-based briefs that make our jobs easier. Cleve is also a great guy to work with.
‘Is Cleve going to be there?’ was a commonly asked question when scheduling meetings with clients. His ability to get to the core issue was invaluable to our clients. Consistently, Cleve provided insight and strategic leadership that lead to very effective “on target” communications. A very effective strategist and a great guy to work with.
Cleve is a great listener — he carefully assesses the client’s needs and recommends the appropriate approach given our budget, timing and learning needs. Most important, he listens to consumers when they share their experience with and opinions about brands. In my experience working with Cleve over the past four years, I’ve always found him to be highly responsive, proactive and clear in his communication throughout the research and planning process. He’s a great collaborator who works well with researchers, creatives, account people and clients at all levels. He’s a consummate professional who works well under pressure and readily adapts to change.
Cleve’s capacity to engender trust together with his compassion and humor enable him to draw out foundational issues and motivators in even the most sensitive situations. The insights he gained have changed the national approach to promoting organ and tissue donation.
Cleve knows the appropriate research techniques to uncover what customers really think and feel. He also can translate this customer understanding into actionable results for his clients.
I hired Cleve Corlett (Brand Planning) this past year to do a comprehensive brand study for Colonial Williamsburg. The project was quite complex and as a result it took a few twists and turns along the way. Cleve was always professional, never flustered and took all of our changes and needs in stride. At the end, the research was very illuminating and translated into actionable steps to grow our business. Cleve is extremely personable and has the rare ability to gain the respect of many diverse business leaders. I would highly recommend Cleve for any assignment requiring research and/or strategic planning.
Cleve brings a great combination of analytic rigor and unbiased analysis in conjunction with the ability to align his work with business needs. During his work on our project, Cleve proved and disproved our hypotheses through his studies as an unbiased third party with statistical rigor, and then took the additional step of understanding how the resulting outputs fit into the business and the marketing story we were trying to tell. He was able to develop a complex questionnaire with a broad range of parameters leaving the ability to go down many channels of analysis as our understanding of the situation grew to develop a robust, well thought out analytic argument to be used in our marketing materials. I would recommend Cleve and hope to work with him again.
Of the dozens of research people I’ve worked with over the last twenty years, Cleve sets the gold standard for great partnership. He is quick to understand both the goals of the project and the needs of the people running it. He is a really good listener, and very adept at taking in different viewpoints and pet theories and finding common ground without compromising the integrity of the project. He works with the findings to go beyond the big insights to actionable recommendations that help the client down the path to execution.