Every person in the world has a story. So does every culture and every brand. These stories connect us, no matter who we are or where we live. They tell of our past, our present and our future. . . who we are and more importantly, who we want to be. Finding these stories and interpreting their meaning is what we do.
Linda Jeo Zerba
Linda is a graduate of Princeton University and founder of Big Squirrel. Her specialty is consumer insight and brand strategy development. Through a focus on unearthing core human truths that inspire brands to create stronger and better connections with people, she has a track record for redefining organizations within highly competitive markets to clearly establish the role of the brand in shaping innovation and new market trends.
Most recently her works includes bringing to life the nuances of the global foodie across different markets for PepsiCo, developing brand tools to differentiate three mass channel brands for Signet Jewelers, creating a brand vision for the relaunch of Steve’s Ice Cream, exploring product innovation ideas for Hanesbrands and redefining the retail experience for Columbia Sportswear.
Trained as an architect, Linda has over 20 years of experience and has mastered the art of defining the voice of the consumer and being able to speak to the core of their belief systems. Her greatest strength lies in her commitment to brand focus, and her methodology of crafting compelling brand stories.
Linda is a world traveler, scuba diver and a novice tap dancer.
Kathryn Spitzberg Johnson
Kathryn is a lover of people with an insatiable appetite for identifying the behaviors and attitudes that unite and divide us. By combining keen observation with creative insight, her passion lies in helping brands navigate cultural currents and behavioral shifts in order to truly connect.
Whether it’s uncovering the deepest values that connect unique “tribes” of people or examining the nuances that make us individuals, Kathryn has helped a diverse range of brands and clients take confident steps to create meaningful impact in an ever-changing world. Her most recent work includes helping PepsiCo understand what it means to be a foodie across the globe, examining the modern woman for Stacy’s Pita Chips, creating a meaningful space in a saturated ice cream market for Dean Foods, and analyzing and reimagining the retail experience for Hanesbrands.
Kathryn has worked in the branding industry for 15 years with a background in design, packaging and innovation. She holds a Masters in Branding from The School of Visual Arts in New York City, a graduate degree in Graphic Design from the Portfolio Center, and a BA in French from Tulane University with a minor in Business.
She’s a surfer, yogi and ukulele player.