Timeline
BrandStoria is an alliance of three firms which help companies build stronger, differentiated brands in the marketplace. This is the story of our decades-long collaboration.
1991
Ilana accepts job as a history consultant
Ilana joins a firm producing corporate histories. She leads history projects for Sara Lee Corporation, Mallinckrodt, McCormick, Lennox, and Fireman’s Fund, featuring a corporate history publication for Mallinckrodt’s 125th anniversary and an interactive exhibition for Fireman’s Fund’s 125th.
1992
Joe replaces Ilana at the firm
Joe manages the 50th anniversary planning and execution of programs for Tenneco, composing a pictorial corporate history book for the company. He contributes to several anniversary programs, corporate archives, and historical consulting projects for other Fortune 500 clients.
1993
Ilana and Joe form History Productions
Ilana and Joe launch History Productions, an historical consulting firm helping companies leverage their history for strategic purposes. They position the firm as “History for Today’s World,” offering consulting services including anniversary planning, videos, publications, oral histories, and exhibits.
1994
USP selects History Productions for 175th anniversary
Joe and Ilana serve as historical consultants for the 175th anniversary of United States Pharmacopeia (USP). History Productions produces a documentary video and exhibit of USP’s history which are highlights of the 175th annual convention. Joe pens speeches for USP's Chairman which he delivers at the anniversary celebration.
1995
ISA hires History Productions for 50th anniversary
History Productions produces a commemorative history book and exhibit for the 50th anniversary of the International Society of Automation (ISA).
1996
PDA chooses History Productions to manage 50th anniversary
History Productions helps the Parenteral Drug Association (PDA) plan and promote its 50th anniversary. Joe and Ilana execute several projects including a history book, videos, conference activities, calendar, and speech writing.
1997
History Productions leads Commonwealth and ADA anniversaries
Commonwealth Telephone Company (now Frontier) engages History Productions to write an anniversary plan and execute promotional activities for its 100th anniversary, including videos as well as a traveling historical exhibit.
The Americans for Democratic Action (ADA) approach History Productions to conduct oral history interviews with leaders who formed the organization and propelled its growth. The work culminates in a celebrated documentary video of ADA’s history, featured at the 50th annual conference in Washington, DC.
1998
Coca-Cola leverages History Productions to inspire employees
Coca-Cola retains History Productions to conduct historical research identifying stories of employees whose innovations at various companies (e.g., 3M, FedEx, Hostess) led to new products and corporate success. Joe writes speeches for a Coca-Cola’s Sr. VP to communicate historical anecdotes to employees across its global enterprise.
1999
UPS and FSCT become History Productions' clients
History Productions conducts research and consulting services for United Parcel Service, Inc. (UPS) to promote its 90th anniversary. The exhibit ships across the world and is viewed by employees, stockholders, and other stakeholders. It is later placed in UPS’ headquarters.
The Federation of Societies for Coatings Technologies (FSCT) engages History Productions to plan its 75th anniversary, produce the association's official history video, and contribute to articles in its convention program.
2000
A year of transition into marketing and branding
The Club Management Association of America (CMAA) contracts History Productions to produce an historical exhibit and calendar to mark the association’s 70+ years of history.
Joe and Ilana shift the focus of their careers to marketing, branding, positioning, and corporate strategy, collaborating on several research and consulting projects over
the next 20+ years.
2001
Joe accepts Director position at Covance
Covance (now Labcorp) appoints Joe Director of Global Market Research at Covance. He is soon promoted to Director of Marketing and Strategy, where he works closely with the executive team on M+A, market research, customer experience, and corporate strategy, as well as with each business unit to support branding, positioning, growth strategies, and sales.
2002
James serves vital role in creating Almac's brand
Creative Director James works with Almac Group founders to craft the new visual identity for the global relaunch of the brand. Almac later appoints his firm (The Mission) as agency of record for business units throughout North America and Europe.
2003
Ilana launches Scorpio Research
Ilana founds Scorpio Research, Inc., a market research and strategy firm. With offices in NY and Miami, Scorpio conducts global qualitative research studies for a broad range of companies across industries.
2003-08
Ilana supports Covance strategic growth plan
Scorpio serves as the preferred research partner for Covance. In collaboration with Joe, Ilana leads studies for nearly every department within the company, helping Covance double its revenue, improve its customer experience, and become the world’s largest drug development laboratory-based company in the world.
2005
James launches The Mission
James launches The Mission Control, following a career of work with agencies throughout North America and Europe on brands including the BBC, AT&T, BT, and Honda. The Mission delivers award-winning campaigns and service launches, including multiple Gold Chartered Institute of Marketing Awards in several industry categories.
2006
Covance appoints Scorpio for 10th Anniversary
Scorpio conducts an oral history program with key executives and long-time employees in commemoration of Covance’s 10th anniversary.
2008
Ilana, Joe, James begin Almac collaboration
Joe joins Almac Group as Director of Marketing for its Clinical Technologies division and plays a major role in increasing revenue 400% over 5 years.
James Killoran and Joe begin a collaboration that grows over the next 15 years. Joe commissions Scorpio to provide several research studies relating to new clinical trial service offerings, online workspaces, brand positioning, and product usability.
2009-11
James and Joe collaborate on Almac bundled services campaign
James and Joe devise a campaign to market integrated technology and supply chain services using the slogan “Sit back, while Almac manages your clinical supply chain.” The campaign features a large red sofa as the dominant image, which becomes iconic in the industry and appears in advertisements, trade shows, and other promotions.
2009-11
James and Joe collaborate to re-position Almac's tech unit
James and Joe re-position Almac Clinical Technologies from a technology to a customer-centric brand positioning by developing and fiercely promoting the slogan “Making Clinical Trials Work Better.” The following year they manage the launch of a new version of Almac’s IXRS® technology and new service lines including Patient Reported Outcomes, Patient Reminder and Compliance Services, and Clinical Trial funding/grants administration.
2012
Taconic hires Joe as VP of Marketing
Taconic hires Joe as Vice President of Marketing and executive team member. He is tasked with rebranding and repositioning the firm and its services offerings.
2013
Joe, James and Ilana collaborate on new Taconic brand and positioning
Joe invites The Mission and Scorpio Research to help execute a major rebranding that includes a new name (Taconic Biosciences), corporate identity and positioning spotlighting the firm’s highly scientific nature. The rebranding plays a key role in helping Taconic's owners sell the firm a few years later.
2014
Taconic hires the Mission to promote new brand
On behalf of Taconic Biosciences, Joe appoints the Mission to roll out collateral following the company’s rebrand. Together they manage a 2-year intensive effort to promote the new brand. Scorpio conducts website user experience and Taconic message testing prior to launch.
2015-16
Joe hired to create and launch Envigo brand
Joe is recruited by two large pharmaceutical services companies following their merger. As Corporate VP of Marketing and Executive Team member, he leads the rebranding and integration of two parent companies and 5 subsidiaries to create the Envigo brand. Joe partners with Landor Associates on corporate naming and identity.
The Mission spearheads the effort to rebrand all corporate materials across Envigo's 50 locations worldwide and run a 2-year marketing campaign to introduce and promote the brand. In parallel Scorpio directs several branding, positioning, user experience, and concept testing studies to support Envigo’s rebranding efforts.
2016-17
The Mission creates Envigo's trade show exhibit
Joe commissions the Mission to design Envigo's multi-media trade booth and associated materials. With a tower that stands out above all exhibits on the trade floor, its modern spacious design, and a several interactive displays/stations, the Envigo booth speaks to the vibrancy of the new brand.
As leader of a strategic planning initiative, Joe hires an outside agency and writes a strategic plan for Envigo, which involves future M&A opportunities. The firm is later sold to Labcorp.
2018
Joe and the Mission collaborate to create Signifi
Joe launches Signifi late in 2018. He hires The Mission to develop the corporate brand and positioning.
2018-20
Signifi and the Mission collaborate to support Endpoint
Clinical technologies firm endpoint hires Signifi for market research and planning, customer experience (CX) programs, branding and positioning, and digital marketing. Together with the Mission they reposition endpoint’s Drive product, re-develop website content, launch advertising campaigns, and produce exhibits for the firm’s robust trade show activities.
2019-20
ThermoFisher Scientific engages Signifi to help reposition business unit
Signifi and The Mission collaborate with Thermo Fisher Scientific in its efforts to reposition a key business unit. The project ends abruptly when the COVID pandemic hits and Thermo is selected by the US government to develop and distribute testing kits.
2021-23
Signifi, Scorpio and the Mission collaborate with Emmes
Emmes retains Signifi to develop and execute on annual marketing plans and create the firm's marketing department. In collaboration with the Mission, Signifi creates a new website, marketing/sales materials, company presentations, and thought leadership materials. Scorpio provides research and consulting services to support those initiatives. Those efforts contribute to significant growth in sales and revenues at Emmes.
2020-22
Signifi and The Mission create the Asanti Wellness brand
Signifi and The Mission collaborate to brand create the Asanti Wellness brand and provide guidance on its new website.
2024
Ilana, Joe, and James form BrandStoria
James, Ilana, and Joe launch BrandStoria, an initiative aimed at helping companies leverage their history for competitive advantage in the marketplace. Together, they roll out a variety of consulting, research and marketing services to help companies communicate their history to employees, management, investors, customers and the public.