Nancy Valent is a Weatherhead Affiliate Instructor who delivers more than 20 years of experience in the areas of marketing, strategic planning, branding, media/public relations, crisis communications and competitive analysis. She has held executive positions for several Fortune 500 companies and was most recently chief marketing officer for Proforma, a premier, international franchise organization of promotional products, business documents and printing solutions. For this company, Nancy revived their brand positioning and corporate identity to be recognized as the number one distributor in the industry. Specifically, she developed a strategic marketing initiative that enabled this 600-office organization to achieve image awareness, sales growth and dominance throughout the United States and Canada.

At Avery Dennison, a multi-billion dollar corporation throughout 80 countries, Nancy spearheaded the brand development campaign for North and South America. She was key leader on the team working with Landor Associates and Addison in developing the brand strategy to reposition the Fasson Division as the hero brand under the corporate identity of Avery Dennison. This 18-month project included analyzing internal and external audiences, evaluating the names of 3,000 plus product offerings, directing brand audits and positioning programs to educate the sales force, and implementing the positive new awareness to a multi-faceted audience. Tactical elements of this international brand development campaign included focus groups, a structured rollout to internal stakeholders and post campaign research on the reaction from customers and end-users. This project was critical to the positive perception of Wall Street and the stock listing. Naming, branding development and competitive analysis were also components that Nancy directed after the campaign was launched.

In addition to her extensive knowledge in brand development, she has experience in the communications handling of plant explosions, chemical spills, gas leaks, company espionage and disgruntled employees. She has lived through these crises and helped companies weather the media frenzy without compromise. Her background in media relations with the national and international press is well established, having directed media opportunities throughout the United States and Latin America. Nancy has trained more than 100 executives and middle managers in proactive media awareness in critical steps to take when a crisis develops and the reporters are calling and knocking on the door. The CEO of Avery Dennison recognized her for her professionalism in handling the press during a major plant explosion where the story was a non-issue within twelve hours. In addition, Nancy’s coaching and training include facilitating focus groups on branding and market analysis to assist clients in defining trends and perceptions.

Currently, Nancy presides over NMV Strategies, LLC in directing the marketing, branding, communications and public relations challenges for companies seeking to build, manage and/or recapture their industry leadership positions.

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Weatherhead School of Management
Case Western Reserve University

10900 Euclid Avenue
Cleveland, Ohio 44106-7235 USA