Why we exist:

To give new life
to brands

As companies pursue growth and scale, their brands often lose focus. As a result, the brand’s ability to meaningfully connect with consumers and create demand suffers.

Since 2004, Roundpeg has applied a rare combination of rigor and creativity to reframe a brand’s perspective, potential and purpose in people’s lives. Our consumer-centric approach to brand strategy invariably uncovers new avenues for growth.

Why we exist:

To give new life
to brands

As companies pursue growth and scale, their brands often lose focus. As a result, the brand’s ability to meaningfully connect with consumers and create demand suffers.

Since 2004, Roundpeg has applied a rare combination of rigor and creativity to reframe a brand’s perspective, potential and purpose in people’s lives. Our consumer-centric approach to brand strategy invariably uncovers new avenues for growth.

What we do:

Revitalize brands

Roundpeg has a track record of working with mass consumer brands to develop brand strategies that translate to action, connect with consumers and, in the end, jumpstart or accelerate growth.

We draw upon a range of unique facilitation methods and in-house insights tools —from syndicated research and non-traditional qualitative to digital ethnography and social listening.


Our services include:

  • Growth opportunity identification and sizing
  • Consumer segmentation and persona development
  • Target consumer-mindset profiling
  • Competitive/consumer mapping
  • Brand, product and private label positioning
  • Journey mapping
  • Category value propositions
  • Go-to-market strategy
    (marketing, innovation, experience)
  • Portfolio management

Our services include:

  • Growth opportunity identification and sizing
  • Consumer segmentation and persona development
  • Target consumer-mindset profiling
  • Competitive/Consumer Mapping
  • Brand, product and private label positioning
  • Journey Development
  • Category value propositions
  • Go-to-market strategy
    (marketing, innovation, experience)
  • Portfolio management

Who we work with:

Change agents

We work with people – not just companies. And those people are typically charged and empowered with an imperative to change the status quo. They call roundpeg when they need a catalyst to develop a new course of action for the brand. And they return whenever they need a savvy, seasoned partner with a history of succeeding where traditional resources often fall short.


Featured clients

How we do it:

Consumer-driven
co-creation

Co-creation is central to inspiring the clarity and conviction to take action. Drawing from multiple inputs, methods and points-of-view, co-creation sessions engage key stakeholders, partners and consumers in the process of developing and aligning-on a compelling, new direction for the brand.


Who should matter?

Focus is key to a compelling brand strategy.
A clearly defined target customer mindset that represents a strong growth opportunity is foundational to strategy development.

What matters to them?

Some aspects of the brand experience have a bigger impact than others.
Uncovering consumers’ points of pain and delight is critical to identifying opportunities to create value, differentiate and fulfill unmet needs.

Why will your brand matter?

Brands must play a meaningful role in people’s lives.
Aligning on a brand strategy that reflects the shared interests of both company and consumer drives preference and loyalty.

How to activate what matters?

Execution is what makes brand strategy worthwhile.
Consumer and cross-functional engagement is key for integrated go-to-market strategy and execution.

Who we are:

Seasoned, Collaborative Strategists

Staffed with proven talent, Roundpeg engagements are led by one or more senior partners. With over 75 years of combined strategy experience working on major, mass-market consumer brands – both national and global, Roundpeg’s leadership brings remarkable wisdom, perspective and passion to every challenge.

Dan Sutton

Dan Sutton

Passion: Inspiring Possibilities for Growth

  • Asks provocative questions and provides strategic counsel with senior executives
  • Identifies fresh insights and ideas that propel organizational change
  • Facilitates alignment and commitment to the customer

Following early stints in journalism and PR, Dan found his way into advertising where he spearheaded global brand, marcom and innovation strategies for Citi, United Airlines, EDS, Nordstrom and Holiday Inn. Since founding roundpeg in 2004, Dan has led mission-critical initiatives for some of the world’s most recognized brands, including Macy’s, Beam, General Mills, Target, Best Buy and Starbucks.

Although an East Coast native, Dan has embraced the Minnesota winters, and when not at work you’re likely to find him outdoors with his three boys.

Lisa Paschke

Lisa Paschke

Passion: Catalyzing Action through Clarity

  • Infuses rigor and creativity into brand strategy revitalization
  • Challenges convention to stimulate ideation
  • Applies simplicity to inform and inspire brand activation

With over 20 years of marketing experience in both advertising agencies and corporate marketing roles, Lisa brings a unique understanding of the importance of brand in driving business revitalization. Her natural curiosity and ability to distill complex brand problems to their simplest forms has benefited many Fortune 500 brands, including 3M, Macy’s, St. Ives, Target, Orchard Supply Hardware, Best Buy, and Famous Footwear.

When out of the office, Lisa can be found coaching U9 soccer and working with her husband on their multi-year old home restoration project.

Eric Heinemann

Eric Heinemann

Passion: Uncovering Solutions through Unconventional Thinking

  • Seeks to reframe brand conversations to better connect with customers
  • Delivers unexpected brand solutions, strategies and the stories that bring them to life
  • Strives to be the “solver” of unsolvable problems

Whether in advertising or as a partner and senior consultant for roundpeg, Eric has helped catalyze some of the most note-worthy brand-led revitalization efforts in the past 15 years, including Lowe’s, Mountain Equipment Co-Op, Modelo Especial, Best Buy, Post Shredded Wheat, Advance Auto Parts and REI. His ability to collaborate, create and articulate alignment not only positions companies for growth, but galvanizes entire organizations around a purpose-driven approach to achieving it.

A true Midwesterner, Eric spends his summer weekends enjoying family-centered activities at his cabin in Wisconsin.

How to learn more:

Contact us.

16 W. 26th St.
Suite 200
Minneapolis, MN 55404