HMSB Copy

Lynn Power and Joseph Jaffe are the HMS Beagle
Where Madison Avenue meets Silicon Valley without the fluff and filler!
“It is not the strongest of the species that survives nor the most intelligent, but the most adaptable to change.”

Charles Darwin
We are a strategic consulting firm that helps our clients navigate the journey from survival to "thrival."

The prime directive is growth or a return to growth, but - like survival - this is not guaranteed. It has to be earned and fought for, each and every day.
We equip the next generation of brands - from start-ups to scale-ups to blue-chip brands - to weather the perfect storm of brand extinction, talent erosion and business model implosion.

And we do it fast.
Our solution
Are you seaworthy?
BRAND MODERNIZATION
Innovation Roadmapping
Positioning, Message and Narrative Design
Consumer Journey Development
Go to Market Approaches
Are you equipped for the journey?
TALENT DESIGN
Capability Design and Training
"Intrapreneurial Activation"
Inclusion and Leadership Development
Parter Selection
Are you ready to set sail?
BUSINESS TRANSFORMATION
Exploration and discovery of new business models and/or revenue streams
Vertical integration across entire consumer journey
"Heresy workshops " (put yourselves out of business or someone else will)
Startup partnership and collaboration
The HMS Beagle Difference
Cutting edge and original thinking that keeps brands current, relevant and most importantly, alert!

Embrace your mortality. Live your life to the fullest!
EARN THE RIGHT TO SURVIVE
Our proprietary Survival Planning Canvas delivers a unique snapshot of a brand's health and wellness, incorporating past, present and future into a sublime mix of transformation or "becoming."
Survive to Thrive! Find the hockey stick growth curve.
THE PRIME DIRECTIVE IS GROWTH
We develop Growth Plans that utilize four unique growth pillars (Digital Disruption, Talent Resurrection, Customer Obsession, Corporate Citizenship) with a discerning view that rejects bright and shiny objects.
Change the business you're in. It's easier than you think.
EVOLUTION IS A JOURNEY
Transformation journey maps help capture each step of the journey and merchandise short, medium and longer term successes to all key stakeholders.
client voyage: MASAMI
MASAMI is a premium clean haircare brand with a Japanese ocean botanical, Mekabu, for the ultimate in hydrated hair.

Potential for Extinction:
The beauty category is insanely crowded. Without the right product, strategy & marketing plan, you’re dead on arrival.

Survival Plan:
HMSB created a new premium DTC+ haircare brand, MASAMI, which launched in NYC in February 2020.

Key milestones included:
•Brand finalization (and trademark)
•Product formulations finalized in July 2019
•Soft launch Nov 2019
•PR activation in 2/13/2020

Growth Plan:
Developed an aggressive zero-based budget marketing plan, focusing on PR, social & influencers to get fast traction.

client voyage: Censia
Potential for Extinction:
There are increasingly more and more recruiting solutions today and the need for top talent has never been greater.

Survival Plan:
HMSB helped Censia reframe the talent and recruiting market to establish themselves as the leader in the new recruiting world of “AI meets Humans” by bringing the best of both worlds together. Help Censia marry their founder story with their brand story in a way that’s forward looking and compelling.

Key milestones included:
• New brand narrative July
• Shifted from tech-heavy to balanced approach of "humans and machines" in perfect partnership strategic and visual approach across all media, content and collateral

Growth Plan:
Developed messaging tracks and contents ideas to activate their evolved positioning.

client voyage: currnt
Potential for Extinction:
Convet.it was a virtual advisory board platform that was pigeonholed as a research platform and needed to figure out how to scale or risk ending up in the startup graveyard.

Survival Plan:
Convet.it hired HMSB to help develop an entire brand positioning, architecture, new brand name & logo, narrative, go to market strategy, investor pitch.

Key milestones included:
•Rebranded as currnt
•Positioned as “The Fresh Knowledge Movement”
•Developed prioritized and tiered audience segmentation
•Aligned with archetypes, developed tonality & language
•Advised on go to market strategy and trade marketing

Growth Plan:
HMSB’s work led to key shifts, all focused on scale:
-From private to public
-From tech led to people led
-From limited use cases to universal global appeal
-From niche experience to knowledge network

client voyage: artsai
artsai is a publisher-centric adtech solution offering dynamic creative, data optimization & attribution across display, audio & video at scale.

Potential for Extinction:
Advertisers are looking harder at ROI and consolidation in the digital marketing space and are less willing to deal with one-off solutions.

Survival Plan:
HMSB helped Artsai pivot their business to be the hero for publishers and help them create new advertising revenue streams that are ROI positive and return to growth.

Key milestones included:
•New positioning in place December 2019 (3 new publisher deals secured)
•Evolved website up in January 2020

Growth Plan:
Developed content and thought leadership strategy to help Artsai be THE resource for publishers.
Meet the Crew

Lynn Power
First Mate, Co-Founder
CEO, JWT New York; President, Arnold
power@thehmsbeagle.com
Joseph Jaffe
Admiral, Co-Founder
Founder of crayon & Evol8tion, 5 time Author
jaffe@thehmsbeagle.com
Phil McIntyre
Man-at-Arms
Business Development & Growth Engagement
Founder & CEO, The Brand Gallery
phil@thehmsbeagle.com
Contact Us
Don't be afraid to reach out. You + us = awesome.
The Ocean
24/7/365
917-209-0799
917-209-0799
power@thehmsbeagle.com
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Lynn Power and Joseph Jaffe are the HMS Beagle

Where Madison Avenue meets Silicon Valley without the fluff and filler!

“It is not the strongest of the species that survives nor the most intelligent, but the most adaptable to change.”

Charles Darwin

We are a strategic consulting firm that helps our clients navigate the journey from survival to "thrival." The prime directive is growth or a return to growth, but - like survival - this is not guaranteed. It has to be earned and fought for, each and every day.

We equip the next generation of brands - from start-ups to scale-ups to blue-chip brands - to weather the perfect storm of brand extinction, talent erosion and business model implosion. And we do it fast.

Our solution

Are you seaworthy?

BRAND MODERNIZATION

Are you equipped for the journey?

TALENT DESIGN

Are you ready to set sail?

BUSINESS TRANSFORMATION

The HMS Beagle Difference

Cutting edge and original thinking that keeps brands current, relevant and most importantly, alert!

Embrace your mortality. Live your life to the fullest!

EARN THE RIGHT TO SURVIVE

Survive to Thrive! Find the hockey stick growth curve.

THE PRIME DIRECTIVE IS GROWTH

Change the business you're in. It's easier than you think.

EVOLUTION IS A JOURNEY

client voyage: MASAMI

client voyage: Censia

client voyage: currnt

client voyage: artsai

Meet the Crew

Lynn Power

First Mate, Co-Founder

Joseph Jaffe

Admiral, Co-Founder

Phil McIntyre

Man-at-Arms Business Development & Growth Engagement

Contact Us

Don't be afraid to reach out. You + us = awesome.

We are a strategic consulting firm that helps our clients navigate the journey from survival to "thrival."

The prime directive is growth or a return to growth, but - like survival - this is not guaranteed. It has to be earned and fought for, each and every day.

We equip the next generation of brands - from start-ups to scale-ups to blue-chip brands - to weather the perfect storm of brand extinction, talent erosion and business model implosion.

And we do it fast.

Man-at-Arms
Business Development & Growth Engagement