Billy Cole is a seasoned creative director and brand strategist with over 40 years of experience transforming retail fashion, home décor, and luxury brands through innovative storytelling and marketing. Known for his instinctive approach and strategic vision, Billy has led award-winning campaigns for global brands like Old Navy, Gap, Banana Republic, and White House Black Market, driving significant revenue growth and customer engagement. His expertise spans omni-channel marketing, content creation, and digital transformation, making him a sought-after leader in brand evolution. With a passion for pushing creative boundaries and crafting compelling narratives, Billy continues to shape the future of retail through his consultancy, Billy Cole Creative, and is actively seeking board opportunities to share his knowledge and leadership.

In my experience, businesses succeed by making a clear strategic choice: positioning themselves as either the best low-price option or the best higher-priced, high-quality alternative in their market. Companies that fall between these positions often lose relevance and market share. One mistake leaders make is chasing short-term trends at the expense of their core brand identity. When I took over ConAgra’s Banquet brand, previous attempts to elevate the brand’s quality and pricing had failed because they ignored the needs of its core consumers—families with limited income who relied on Banquet for affordable meals. Instead of transforming Banquet into something it wasn’t, I embraced its identity as a provider of “Good Food at a Great Value.” We refocused on delivering dependable, low-cost meals, which resonated with both consumers and retailers. Initiatives like multiple-unit promotions and the successful launch of Banquet Crock Pot Classics, which addressed specific consumer needs, drove significant growth. By leaning into Banquet’s core strengths and staying laser-focused on cost containment, we revitalized the brand, outperformed competitors, and turned Banquet into one of ConAgra’s most successful divisions. The key lesson is simple: understand what your brand stands for, embrace it, and don’t lose sight of your core value proposition in pursuit of fleeting market trends.