About

Matthew Fenton Chicago Brand Strategy

Matthew Fenton helps challenger brands to focus, grow and win.  He’s a former CMO who repeatedly led underdog brands to leadership positions, and now he does the same for the clients he serves.

“Brand strategy is about serving people,” says Matthew.  “The better we are at serving, the more likely we are to win in the market.”

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.  Since its founding, 92% of Three Deuce’s work has been either repeat or referral.

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.  In each of his seven years in marketing and brand management, including two as CMO, Matthew led brands to double-digit growth.  These include brands like:

  • Airheads – Tripled sales in less than five years, despite being outspent by over 20 to 1 by the market leaders. Launched innovations like the Airheads “6-Bar Pack” and White Mystery Airheads, both of which remain on store shelves 25 years later.
  • Trolli – Grew sales 40% in less than two years and led Sour Brite Crawlers to become the best-selling gummi worm in the country, again with minimal spending.
  • Brach’s – Reversed a ten-year decline within 12 months and grew sales 30%.

Matthew has also partnered with top agencies 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, hot yoga, wine, 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.

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 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, CEO, Empower MediaMarketing

“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, former VP-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 always fun to work with too – he has an incredible sense of humor! I am thrilled to recommend him!”

~ Jennifer Panepinto, Director – Business Retention & Expansion, Northern Kentucky Tri-ED

“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