Steve Lesnard is a Global Brand Consultant who currently lives in Portland, Oregan, and became known in the athletics industry while working for NIKE. His career with the brand began in 1997 and spanned two decades. During the 1998 Olympics, Steve Lesnard serviced the Canadian and American snowboard teams as the brands Global Sports Marketing and Footwear Project Manager.
Afterward, he went on to create the brands first women’s only retail store as the European, Middle East, and Africa Brand Director for Women & Cross. Lastly, Steve Lesnard transformed the Running division with a partnership with Apple, growing the brand’s online community to over 7 million.
As a global brand consultant, it is Steve Lesnard’s job to help the brand’s he works for to become industry leaders, showing them how to best develop their big ideas, and make those ideas reality. One of the ways he has done this is by redirecting a business strategy to answer major questions that were asked by a large number of consumers but overlooked by most brands. This strategy has allowed for the teams he works with to connect with consumers in a more meaningful way. See Related Link for additional information.
Steve Lesnard believes that for a brand to be successful, they must know what types of products their consumers need and has created his own system for determining this. Steve Lesnard calls it the “what phase” which requires a brand to ask itself what the problem they are trying to solve is, what type of consumer they are trying to sell to, and what benefit does the product provides to the consumer.
Once a brand has answered these three questions, they can bring their fully developed idea to life. In order to remain productive in his job, Steve Lesnard says that continually engaging with people of different cultures and industries allows him to keep developing newer and better strategies as a global brand consultant.
Steve Lesnard is determined to always improve himself and has stated that his favorite quote is, “To give anything less than your best is to sacrifice the gift,” originally said by American runner Steve Prefontaine.