Revitalizing a Global Brand

The Challenge

Panasonic's U.S. market presence had been weakened by internal and external fragmentation, resulting in diluted brand awareness and inconsistent consumer perception. The mission was clear: create a unified identity, strengthen market presence, and restore consumer confidence.

Creative Vision

I partnered with Panasonic to redefine and revitalize the brand, taking a holistic approach that spanned product, design, and marketing.

My strategy included: Redesigning products, user interfaces, packaging, and creating cohesive marketing materials across digital, print, and experiential channels.

Execution

• Directed a comprehensive marketing, product redesign, and packaging across multiple divisions

• Designed multi-channel marketing campaigns to reintroduce Panasonic to U.S. consumers.

• Aligned global brand guidelines with localized U.S. market needs for relevance and consistency.

Results & Impact

• Revitalized Panasonic's U.S. identity, creating stronger market presence and awareness.

• Achieved business objectives across multiple product categories through cohesive branding

• Established myself as a trusted, results-oriented partner in long-term brand transformation.

"I frequently reminisce on the day I was introduced to Shanks because it marked the renaissance of Panasonic electronics. Shanks is a talented and multifaceted marketing powerhouse wrapped in a soft-speaking, hands-on and results-oriented package. He motivates, he energizes and he redefines. He magnetizes and inspires those fortunate to be in his presence of his work."