Lisa Morales Freed

With more than 20 years of research, strategy, branding, and positioning experience, Lisa has defined and solved market opportunities for commercial brands, destinations, and public organizations around the world. Lisa’s approach to research and strategy combines the principles of business, design, and the social sciences including behavioral and cognitive psychology. She has applied these principles to the development and socialization of products, places, communications, markets, and brands in five continents. She has sought insight from consumers of all ages.

She crafted a brand strategy that the client, whose brand portfolio spanned more than a dozen labels, called “the most comprehensive branding program in our history” and was on the team that transformed the language of personal computing. Lisa’s clients have included Amway, Best Buy, Chrysler, IBM, Condé Nast, Crown Equipment, Dominica, Emerson, The Hartford, Highlights for Children, Humana, LG, McDonald’s, Nestlé, Owens Corning, Sony, Thermos, Walmart, and many others.

Lisa is an accomplished moderator, lecturer, and writer. She is a graduate of The Ohio State University, where she maintains a mentorship with Fisher College of Business. Lisa is also an enthusiastic home chef and a canvaswork designer whose lines, Nooxie Noble and High Street Canvas, are distributed nationwide.