Meet the Member: Scott Kerr, President of Silvertone Consulting 

In our latest Meet The Member feature, we spoke with Scott Kerr, a seasoned global marketer, and strategist who believes a successful company is not just about the product or experience, but it’s about the story as a brand is the biggest differentiator that can drive growth.

Throughout his career, Scott has worked with a number of industry giants and startups on brand strategy, consumer insights, and digital transformation. He has held senior executive positions at some of the top ad agencies, media companies, and consumer brands including Time Inc., Pepsi-Cola, Conde Nast, BBDO, Ammirati & Puris, Burson-Marsteller, and Real Media.

​Read more to learn how Scott's successful career as a global marketer led him to where he is today.

FACC: How did your background as a global marketer and strategist help prepare you for starting your own brand strategy consultancy company?

SK: I've been very fortunate to have worked for some of the world's most prestigious brand-focused companies and clients throughout my career. I've always been passionate about brands, so working with Pepsi-Cola, BMW, Four Seasons Hotels, Waterford Wedgwood, NeXT Computer, Embraer Jets, GQ, Fortune, and People - and having clients like Steve Jobs - really helped me elevate my knowledge and understanding of the power of brands. Nothing excites me more than working with clients who are passionate about growing their brands, telling their stories, and staying relevant in a disruptive marketplace.

I'm also excited my company recently launched a new self-promotional digital campaign that's running across several social media channels. It's titled "Build Your Brand." The campaign highlights the transformative power that strong brands have on the human body. The new effort invites companies to work with us to help them articulate their brands, tell their stories, and make meaningful connections with consumers. 

FACC: In your opinion, what is the importance of branding and storying telling in today's digital age? Have you noticed any developing trends since the recent advent of this new decade?

SK: Digital innovation is shaking up consumer industries - shifting power from brands to consumers, shifting value from traditional players to digital insurgents like Warby Parker, Glossier, and Away. These challenger brands are putting the consumer in the driver’s seat. They're changing the world, and the power of storytelling is one of the weapons. In the last decade, there’s been a massive shift that’s changed the way we shop. Brands used to rely on mass media to reach consumers: radio, TV, newspapers, and magazines. Their relationships with consumers were always indirect. Big brands with supply chain control and massive advertising budgets dominated for decades. That changed with the rise of the internet. Upstart brands that specialized in hyper-niche markets like shaving razors, eyeglasses, and bedsheets could now “cut out the middleman” and reach their target audiences through channels like social media. These brands are interacting, transacting, and storytelling to their consumers online. They are built on intimacy, understanding their customers, and delivering value, thought leadership, and purpose. It's also one of the key reasons I started my company. I firmly believe a successful company is not just about the product or experience, but it’s about the story the brand tells. A brand is the biggest differentiator that can drive growth.

FACC: What led you to create your podcast "The Luxury Item," and what do you hope to bring to your listeners?

SK: I had been thinking about launching a side-project podcast for a while, but I wanted to do something original and something that I'm passionate about. There are podcasts on just about every topic you can imagine. One day, it popped into my head, that there weren't any podcasts on the business of luxury. Sure, there are lots of consumer-facing shows on fashion, beauty, and luxury - but I couldn't find any podcasts where business leaders in the luxury sector were speaking to business decision-makers. So this past fall, I launched "The Luxury Item" podcast, and it's been an amazing experience. It's a podcast on the business of luxury and the people and companies that are shaping the future of the industry. Each episode, I have insightful discussions with decision-makers, entrepreneurs, and innovators on topics that matter most for the global luxury industry. What I hope to bring to listeners is providing them with valuable insights and takeaways that will inspire them to rethink their strategies and unlock new growth opportunities. I'm always looking for new and interesting guests to interview.

Learn more about the podcast here: https://www.silvertoneconsulting.com/podcast

FACC: What is the current landscape for the luxury industry and how do you think it will evolve in the next 5 years?

SK: It is indeed a turbulent world but one that also brings opportunities. Looking out five years, I continue to see both challenges and opportunities in e-commerce. Digital innovation, globalization, and changes in consumer spending habits will continue catapulting the luxury industry into the midst of further seismic shifts. The challenges I foresee will center on the decline of brand loyalty, due largely to market fragmentation. I also see the challenge of luxury brands keeping up with the rapid pace of change in new retail technologies which will enable them to engage their consumers in new and innovative ways. 

FACC: Do you have other passions outside of your career in brand strategy?

SK: A few of the things that I enjoy include indie films, rock concerts, food adventures, art & design, theater, global urban exploration, new tech gadgets, spending time with my family, and playing guitar. My personal rock & roll fantasy once came true when I played guitar in a band that featured Roger Daltrey (The Who), Mickey Dolenz (The Monkees), Elliot Easton (The Cars), and Steve Adler (Guns N’ Roses). If anyone is interested in how that all happened, just ask me. I'm also involved with several college mentor programs that help undergraduate and graduate students with personal branding, networking, interviewing and other essential business skills. 

FACC: Why did you join the FACC and what are some of the key member benefits you take part in?

SK: I had already attended a few of the FACC events in the past, and I was struck by how passionate its members are in wanting to learn new ideas and making meaningful connections. I appreciate how the FACC proactively makes personal introductions to other members where there may be business synergies. I'm looking forward to meeting some amazing people, learning about new companies, sharing ideas, and forging business relationships. I'm also looking forward to contributing any way I can to help move the FACC agenda forward - whether through mentoring, getting involved in the programs, or giving brand workshops to members.

Interested in connecting with Scott? Log into the FACC Member Directory to send him a message.