Matthew Fenton is a former CMO who repeatedly led disadvantaged brands to outpace their competition. Now he does the same for the clients he serves. Matthew delivers brand clarity through positioning, strategy, speaking and training.
In 1997, Matthew founded Three Deuce Branding, a consultancy with a simple mission: “To help good people build great brands.” Three Deuce has helped hundreds of companies, including Fidelity Investments, Valvoline and Wrigley, to achieve “brand clarity.” The Cincinnati USA Regional Chamber honored Three Deuce Branding with a 2009 Small Business Excellence Award. (Matthew and Three Deuce have since relocated 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 and earned the top velocity spot in the category), Trolli (grew sales over 40% in less than two years and led Sour Brite Crawlers to become the best-selling gummi worm in the country) and Brach’s (grew brand sales nearly 30% in one year). Products launched by Matthew over 20 years ago remain on store shelves today.
He 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, travel, the near-serial consumption of live and recorded music, Chicago’s world-class restaurants and bars, and reading most anything he can get his hands on.
Some very kind people have this to say about Matthew…
“Matthew 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 simply 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 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 love reading his columns because they always provide great insights. 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