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Robert Heavrin

Member since October 2015Contact Robert

Robert Heavrin Strategic Director, Added Value Robert has worked with Added Value since 2009, with a focus on using consumer data as a tool to help clients to identify their consumer target, refine their brand positioning, innovate to better deliver against consumer needs, and develop brand/product strategies. His industry experience ranges from food and beverage, housewares, power tools, and automotive, to fashion retailers, utility providers, and ethnicity marketers.

Articles by Robert All articles by Robert

  • The Olympics Branding Problem in Marketing: Green on 08/31/2016

    Sure, I got teary-eyed watching a short bio on Simone Biles on and issued triumphant fist pumps when Kenyan Vivian Cheriuyot overcame an impressive lead by favorite Almaz Ayana of Ethiopia to win the 5,000 meter, her first gold medal in four Olympics.

  • Kashi Reinvigorates 30-Year-Old Purpose  in Marketing: Green on 06/23/2016

    Historically, I have not been an early adopter. Heck, I still had a flip phone well after the iPhone 4 launch. Years after organic food caught on, I was still eating fast food everyday. However, I have just broken my mold and become one of the first few (defined loosely) to eat Certified Transitional food. That's right, you heard me. Certified Transitional.

  • 3 Key Takeaways From Sustainable Brands Conference  in Marketing: Green on 06/13/2016

    By the time I saw the Metrolink train billboard, it was too late. I was already cheerfully guzzling natural resources and spitting out emissions along the 5 Freeway from L.A. to San Diego. I gasped and shook my head at my stupidity and selfishness for driving to Sustainable Brands, which took place June 6 - 9. Conference check-in officials seemed to sense my crime and asked, "Did you take the train or are you a hypocritical fraud who drove? And are you sharing a hotel room or wasting resources in a room by yourself?"

  • Messaging Themes Emerge From Fortune 50 CSR Reports  in Marketing: Green on 05/25/2016

    NERD ALERT: I spent Sunday embarking on one of my favorite new pastimes: reading through corporate responsibility and sustainability reports* of Fortune 50 companies. Why would anyone do such a laborious thing? Well, in typical consumer-facing media, most brands are not overtly blasting messages about their sustainability efforts, and I was keen to learn what some of the biggest companies are doing and saying about sustainability.

  • Food Waste And Hipster Grocery Targets in Marketing: Green on 04/27/2016

    "I can't get this food to Africa, so I don't wanna hear about it!" My girlfriend grunts as I scold her for leaving yet another never-to-be-eaten left-over box in my fridge. She knows I'm a hypocrite. I'm as guilty as everyone else when it comes to food wasting-about once a month I fill up an entire trash can with moldy or suspiciously smelling food. And I have started to feel guilty.

  • Finding Right Balance In Sustainable Supply Chain Messaging in Marketing: Green on 02/24/2016

    These days it's easier to count the companies that are not taking sustainability action than to count the ones who are. However, there is a wide variance in how (or if) brands are communicating about their world-friendly efforts.

  • Superbowl Sunday And The Battle Of Niche Vs. Mass in Marketing: Green on 02/03/2016

    When over 100 million people shush each other and edge up on their seats during commercial breaks on Superbowl Sunday, they will expect to be entertained. Anything less than a guffaw or awe will be disappointing.

  • Selfies Can Save The World And Other Tips For Selling Climate Change in Marketing: Green on 12/23/2015

    Whether you're an environmentally-missioned organization like TreePeople, a mega-brand that's incorporating sustainability into nearly every aspect of your business (think Unilever, Ikea), or one of 24% of Americans who worry a great deal about climate change, per Gallup, you've probably encountered baffling resistance in getting people to engage in more sustainable behavior.

  • Fast-Fashion Fright in Engage:Millennials on 12/04/2015

    Sitting here on my red cotton Ikea couch, wearing Zara sweatpants, Forever 21 flannel, and a cozy H&M sweater, I am glancing around anxiously, worried they'll see me in all this cotton.

  • Fast-Fashion Fright in Marketing: Green on 11/25/2015

    Sitting here on my red cotton Ikea couch, wearing Zara sweatpants, Forever 21 flannel, and a cozy H&M sweater, I am glancing around anxiously, worried they'll see me in all this cotton.

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