About

Matthew Fenton Chicago Brand StrategyMatthew Fenton is a former CMO who repeatedly led underdog brands to leadership positions.  Now he does the same for the clients he serves, delivering strategic essentials to leaders of challenger brands.

In 1997, Matthew founded Three Deuce Branding, a consultancy with a simple mission: “To help good people build great brands.” Through his consulting, speaking and writing, Matthew has helped thousands of companies to achieve brand clarity.

In 2009, the Cincinnati USA Regional Chamber honored Three Deuce Branding with a Small Business Excellence Award.  (Matthew has since relocated Three Deuce to Chicago.)

Matthew’s client-side career was spent in confections, where he held positions from Assistant Brand Manager to Vice-President of Marketing.  In each of his seven years in brand management, Matthew led brands to double-digit growth.  These include brands like:

  • Airheads – tripled sales in less than five years
  • Trolli – grew sales 40% in less than two years and led Sour Brite Crawlers to become the best-selling gummi worm in the country
  • Brach’s – reversed a ten-year decline within 12 months and grew sales 30%

Matthew has also partnered with top agencies and consultants like Interbrand and Eureka! Ranch, leading positioning, strategy and ideation for dozens of Fortune 500 clients including Procter & Gamble, Johnson & Johnson, Coca-Cola, Disney and Frito-Lay.

Matthew has competed in the World Series of Poker and is a graduate of Chicago’s Second City Training Center for improvisation.  He enjoys soccer, Bikram yoga, wine, the near-serial consumption of live and recorded music, Chicago’s world-class restaurants, and reading anything he can get his hands on.  He lives in Chicago’s thriving Fulton Market District with his wife, Kara.

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But enough with the life story. Here’s what others say…

“Matthew Fenton is an endangered species: A marketer who can blend positioning, strategy and tactics. Without hesitation, I call on Matthew to help create miracles for the world’s greatest marketing challenges.”

~ Doug Hall, CEO, Eureka! Ranch

 

“Matthew quite simply is the man. Matthew has reshaped much of my thinking around marketing and shown me and our organization the importance of branding. His training and his work is amazing and inspiring. Not only does he know how to simplify the brand strategy process, but he understands culture, research and creativity. I highly recommend Matthew for anyone that is struggling with how to position or differentiate a product or brand in the marketplace.”

~ Jim Price, President and CEO, The Empower Group

 

“Matthew delivers a wealth of brand-building ideas. But perhaps his greatest talent is bringing new ideas out of those who know their business best. He taught us how to think fresh.”

~ Todd Bender, Vice President of Sales & Marketing, Heritage Homes

 

“Matthew Fenton is a brilliant brand marketer with amazing creativity and a knack for branding that is unparalleled. His input is always innovative, while deeply grounded in branding principles. He’s a super-sharp marketer and branding expert. He’s always fun to work with too – he has an incredible sense of humor! I am thrilled to recommend him!”

~ Jennifer Panepinto, Marketing Director, Bonfiglioli USA, Inc.

 

“Matthew brought insight, clarity and structure to the difficult challenge of defining our brand. He was particularly adept at distilling our creativity into actionable and differentiated strategies. At the end of his process, we were confident that our brand was authentically positioned for success.”

~ Mike McCaw, Principal, Wealth Dimensions Group

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