Zorfas Launches Aspirient | Adweek Zorfas Launches Aspirient | Adweek
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Zorfas Launches Aspirient

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BOSTON According to Alan Zorfas, marketers put too much focus on a brand's public image before determining its image among employees. The former chief strategy officer at Earle Palmer Brown and former Boston agency executive hopes to change that with his branding consultancy, Aspirient, which opened last week.

The seven-person startup, with offices in New York and Dallas, will craft an internal image for clients before using ads to create a public perception. Zorfas said his methods will include "brand action planning" sessions with employees that teach them "to live" the brand, and Employee Commitment Optimization, a research tool that measures internal brand feedback.

Aspirient's clients include DuPont unit The Invironmentalists, The Scotts Co. and CIT Financial.

Zorfas most recently worked as an independent consultant. He hatched the idea after launching Future Focus, the strategic-consulting arm of now-defunct EPB, in 1997. As managing partner and chief strategy officer at the New York shop, he ran the unit for five years, working with clients such as Citigroup and CoreTech. In the mid-1980s and early 1990s, he worked at Mullen in Wenham, Mass., and Doyle Advertising & Design in Boston.