Pure Gravy LLC
Positionings That Beat Plan!

Judy Hopelain, Founder

Judy has held leadership roles in multichannel specialty retail at Patagonia and Illuminations and in management consulting at BCG, Swander Pace & Co, Accenture and Prophet Brand Strategy. Her background includes over 20 years experience driving profitable growth through product/service offering and marketing innovation, with particular expertise in brand strategy and positioning, marketing sciences, and digital marketing.

In November 2006, Judy launched Pure Gravy LLC to do hands-on insights, strategy, and implementation consulting with health care, high tech, CPG, multichannel retail, and other clients. Judy and Pure Gravy LLC frequently partner with Carol Phillips at Brand Amplitude LLC to develop customer insight-based, practical, actionable product and brand positionings and portfolio strategies to drive business results for diverse clients. To learn more about their collaboration at Brand Amplitude, click here.  

Judy is on the Marketing faculty of the University of California, Berkeley’s Haas School of Business and is the Undergraduate Marketing Faculty Advisor. She received a Master of Public Policy from the University of Michigan in Ann Arbor and a B.A. from the University of California at Davis.

Carol Phillips, Partner

With over 25 years experience designing consumer research and marketing communications programs, Carol was among the first marketing professionals to see the power of doing qualitative research studies online. She has conducted dozens of studies and hundreds of online focus groups for clients, and in the process, helped pioneer many online research design innovations.

Carol began her career as a market researcher and strategic planner at Leo Burnett, and was an Account Director at Y&R, Leo Burnett, Mullen and JWT. In addition to agency roles, Carol was Director of Marketing Communications at Whirlpool, where she led the development of the company’s first fully integrated multi-discipline communications program.  

In 2003, Carol founded Brand Amplitude, an independent customer insights firm. She has been an Instructor in the undergraduate business and MBA programs at the University of Notre Dame since early 2003. Carol earned a Masters in Organizational Psychology from Michigan State University and is a graduate of Florida Southern College.

Other Team Members

Judy and Carol are supported by a virtual team of research, analytic and consulting professionals.

Judy Hopelain, Founder

Carol Phillips, Partner

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