Photo by Radim Schreiber

www.fireflyexperience.org

 

ABOUT LUCIÉRNAGA

Luciérnaga (pronounced: lu’ see-air’ na’ ga') is the Spanish word for “firefly” and represents a metaphor for great marketing which attracts, engages, connects, and drives action between brands and targets. In this age of big data and marketing automation, brands are still created by vision and grow through emotional connections with consumers. Specializing in Strategy, Brand Management, Marketing, Operational Integration, Culture, and Education, Luciérnaga builds brands and addresses business challenges across CPG, B2C, B2B, Sports, Events & Entertainment, and Professional Services.

ABOUT ME

An Award-Winning Marketing Executive, passionate about bringing brands to life, articulating and executing visions, and delivering measurable growth. From startups to Fortune 500 global entities, I've created new companies, transformed iconic American brands, steered corporate-cultural evolutions, achieved multi-million-dollar revenue growth, and led through team-based collaboration. I bring this experience, attitude, and approach to Luciérnaga and its clients.

What We Do

BRANDING

<STRATEGY>

Define the brand and create maps for success

  • Brand Development and Management

  • Competitive Analysis

  • Mission, Values, Purpose

  • Segmentation, Targeting, Positioning

  • Brand Naming, Identity and Imagery

  • Balance Functional and Emotional Benefits

mARKETING

<TACTICS>

Create and execute detailed action plans

  • 4 Ps - Product, Place, Promotion, Price

  • CRM/Data Analytics

  • Media selection - Paid, Earned, Shared, Owned

  • Social/Digital Content Calendar Development

  • Forensics - why didn't previous efforts work and how can they be fixed?

relationships

<personal branding>

USE BRANDing principles to improve RELATIONSHIPs 

  • Personal Audit

  • Brand Articulation, Creation      and Evolution

  • Brand Pillars

  • Storytelling

  • Identity, Meaning, Response

  • Ownable, Authentic

  • Connect Personal and   Corporate Brands

  • Measurements for success

  • Small Groups; Executive Leadership Teams; Corporate Engagements; Individuals

  • Keynote Speaking

  • Educational Seminars and Interactive Workshops

  • Topics Include: Brand Management, Marketing, Personal Branding,  Relationship Management, Cultural Evolution

workshops

<CUSTOM EDUCATION>

develop and facilitate executive learning

Photo by Radim Schreiber

www.fireflyexperience.org

 

CAPABILITIES

A dedicated focus on functional elements within Vision, Equity, Opportunity, Execution, and Leadership can result in winning championships regardless of your category of business.

GLOBAL MARKETING

Plan, execute, and translate marketing mix across geographies and cultures to maximize brand equity and revenues.

DIGITAL + SOCIAL

Engage, converse, sell, and grow through constantly emerging technologies and consumer-connection points.

ADVERTISING + PR

Create motivating communications to attract, engage and drive action with targets. Vast experience across paid, earned, shared and owned mediums.

 

SPORTS + ACTIVE-LIFESTYLE MARKETING

Promote brands via the emotional power of amateur, collegiate, and professional sports. Connect brands through active-lifestyle messages to support fun, and physical, mental, and social well-being.

SPONSORSHIPS, ACTIVATION + ENGAGEMENT

Drive brand awareness and consumer interactions through brand, event, sport, and charitable alliances based on relevance, alignment, and intended business results.

CRM + DATA ANALYTICS

Compile, organize, and analyze data to reveal patterns, trends, and associations in customer/consumer behavior.

P&L

Advocate financial responsibility and ROI to maximize profitability.

GO-TO-MARKET

Plan the steps needed to enter a new market, launch a new product or service, re-brand, or other new-direction moves.

STRATEGY

Develop the road maps to guide decision making, achieve visions, prioritize objectives, and optimize financial performance.

 

GOAL SETTING

Establish and articulate quantitative and time-based objectives to motivate, measure, and drive business.

VISION

OPPORTUNITY

EXECUTION

BRAND MANAGEMENT

Convert products into living, breathing entities by creating and maintaining emotional connections with target audiences.

SEGMENTATION, TARGETING + POSITIONING

​Strategic, audience-focused approach to brand building and communications.

IDENTITY

Create and maintain an ownable, unique, and differentiated corporate/brand verbal & visual voice. Ensure consistency across all internal and external communication elements.

ORGANIZATIONAL ALIGNMENT

Focus on aligning mission, vision, and goals with the strategies to achieve success. Emphasis on the interrelation between work, people, structure, and culture.

 

CHANGE MANAGEMENT

Embrace new ideas, market forces, and technology while remaining grounded in strategic process.

COLLABORATION 

Combine idealism and pragmatism; see big picture; hold long-term focus while executing plans with organizational awareness; lead through cross-functional partnership, empowerment, and fun.

EQUITY

LEADERSHIP

Photo by Radim Schreiber

www.fireflyexperience.org

 

FIREFLY-MARKETING PHILOSOPHY

I describe marketing with a visual metaphor: THE FIREFLY (Luciérnaga in Spanish (and the name of this agency); etymology Greek “light; to shine”). Their bioluminescent communication attracts, engages, connects, and drives action organically – the same as great communication between brands and targets. This article details the firefly-marketing metaphor.

​Fireflies: Nature's Brilliant Marketers

by Curt Gruber

Please reload

Photo by Radim Schreiber

www.fireflyexperience.org

 

LUCIÉRNAGA BRAND PERSONALITY

Intellectual curiosity and an active lifestyle drive energy, creativity, and a brand-focused "what if" sense of enthusiasm. Here are a few more things which enhance and add color to my personal side and my professional experience. 

  • Magical Realism + Latin American Authors: Eduardo Galeano, Pablo Neruda, and Gabriel García Márquez. Fantastic, sometimes magical things happen in ordinary daily life. This is a simple definition of the literary genre of Magical Realism and is an apt way  to define my approach to strategy, branding, marketing and leadership. Let’s make amazing things happen.

  • Soccer: Player, Coach and Fan​​

    • Played on highly competitive Chicagoland ethnic clubs in youth and adult leagues.

    • U.S. Soccer Federation Licensed Coach. I am fortunate to have shared my love of the sport with others by coaching kids from U9 - U16.

    • Favorite team: FC Barcelona - Ask me why.

    • I’m fascinated by the teamwork/leadership insights provided by the game itself, the rabidity of its fans worldwide, the cultural, socio-economic, political, and religious connections clubs and national teams have with their fans, and the templates this creates for other sports.

  • Trail Running: The air, nature and crunch of the path under my feet clear the mind, and  energize the body and spirit. Ask me about my best run ever!

  • Alebrijes: Carving and painting Oaxacan folk-art-inspired fantastical creatures. Below are a recently completed bunny, unpainted stingray, and Easter Island bookends.

  • A formative experience as an exchange student in rural Uruguay was the beginning of a lifelong interest in what makes people "tick" and why. This interest in cultural understanding led to earning an M.B.A. from the renowned Thunderbird School of Global Management and, ultimately, into this career of connecting brands and targets through meaningful and engaging marketing efforts.

Photo by Radim Schreiber

www.fireflyexperience.org

 

DACOR CORPORATION

Sporting Goods; Active Lifestyle

Marketing Manager

Brands: Dacor SCUBA, Dacor Sport       

Responsibilities: Marketing, Product Development, Sales Integration, Production Forecasting, Bilingual English/Spanish Customer Service

JIM BEAM BRANDS COMPANY

Consumer Packaged Goods

Director, Global Brand Development

Brands: Jim Beam, Knob Creek, Sour Apple Pucker, Geyser Peak Wines

Responsibilities: Brand Management, Global Marketing, New Business, Advertising, Promotions, Research

WM. WRIGLEY JR. COMPANY

Consumer Packaged Goods

Senior Marketing Manager

       

Brands: Juicy Fruit, Doublemint, Wrigley’s Spearmint, Extra

Responsibilities: Brand Management & Equity Development, Advertising, Promotions, Research

CHICAGO RUSH ARENA FOOTBALL

Sports, Events & Entertainment

VP, Marketing & Business Development

 

Responsibilities: Strategy, Marketing, Brand Management, Research, Attendance, Engagement

CHICAGO WOLVES HOCKEY

Sports, Events & Entertainment

VP, Business Development

Responsibilities: Marketing, Leadership, Attendance, Sponsorships, Activation, Engagement

KEMPERLESNIK

PR, Marketing, Events Agency

VP, Sports & Event Marketing

Key Accounts: McDonald’s, KitchenAid

Responsibilities: Strategy, Marketing, P&L, F500 Account Mgmt, Sponsorship Marketing/Sales/Activation

NORTHWESTERN UNIVERSITY

School of Professional Studies

Lecturer & Thesis Advisor

Graduate-level course development and instruction includes: Brand Management; Marketing Research; Sales Management

LUCIÉRNAGA: LUMINOUS IDEAS

Marketing + Strategy Consulting

Principal

Focus: Marketing, Brand Management, Strategy, Sales, Consumer Engagement    

Client Areas: CPG, Consumer, Agencies, Sports, Partnerships, Startups, B2B

My value is based in brand-building, revenue-generation, and leadership success across multiple business categories and challenges. With large and small budgets and staff, I have the experience to help drive growth.

Curt gruber
WORK
EXPERIENCE

KEY ACCOMPLISHMENTS

Global Brand Development of  

Jim Beam Bourbon

 

23% global market share.

Re-positioned iconic Doublemint brand through celebrity-endorsement relationship with Venus and Serena Williams. Reestablished target -market relevance and usage to jumpstart sales on an American favorite.

Managed U.S. marketing efforts on Juicy Fruit, Doublemint, Wrigley’s Spearmint + Extra brands. 

  • +35% market share

  • +$500MM gross sales

  • $45MM marketing budget.

DeKuyper Sour Apple Pucker

Most successful new product launch in spirits-industry history.

   $28MM 1st year bottom line.              “Appletini” invented! 

PARTNERSHIP BRANDS

ADDITIONAL MANAGED BRANDS

Marketing, branding, activation and P&L for iconic sports events:

  • CBS Sports Classic college-basketball (Kentucky, UNC, Ohio State and UCLA). Year-one revenues +20% of budget.

  • 30-year old EA SPORTS Maui Invitational. +10% revenue in 1st year after developing new marketing plan.

  • McDonald’s All American Games sponsorhips, Steering Committee.

  • Client-services, activation and engagement for the Senior PGA Championship presented by KitchenAid.

Re-established international wine sales, distribution and marketing operations for      Geyser Peak California wines in (8)               target countries in Europe and Asia.           +25% increase 1st year sales.

Executive team member which built the Chicago Rush franchise from concept to national brand: 3x winner of best front office; +95% in-arena attendance in final (4) seasons and highest league-wide national TV ratings on ESPN.

  • Brand Management + Marketing

  • Sales Management

  • Marketing Research

  • Faculty Director (2010-12)

  • MSA Admissions Committee

  • Facutly Advisory Board

  • Thesis Advisor

12+ years teaching graduate-level courses at Northwestern University

Engineered a fluid cultural evolution, transformed creative + positioning, media placement, data analytics, sales strategy, and sales-team management.     +21% sales in 1st year.

Photo by Radim Schreiber

www.fireflyexperience.org

 
VISUAL INSPIRATIONS

This gallery of places + phenomena was curated to illustrate the inspirational power of nature to drive creativity and innovation.

Volcán Calbuco

La Región de los Lagos

Chile 2015

Photo by Francisco Negroni

https://www.francisconegroni.com/index

This is called a "dirty thunderstorm" - a weather phenomenon related to the production of lightning in a volcanic plume. 

 

CONTACT INFORMATION

Do you have a marketing, brand, or strategic challenge?

Does your organization need proven executive marketing leadership or inspiration?

Do you need to bring your brand to life?

I can help, let's discuss.

Curt Gruber

773.490.4808

curt@luciernaga.net

©2017 LUCIÉRNAGA

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