Herman-Scheer

Chief Executive Officer

Herman-Scheer is a brand studio and launch partner - we bring smart consumer brands to market. We’re informed by research and strategy, but build with experience and intuition — the results are brands that connect with consumers on a more human level. We move quickly, but thoughtfully. Each step of our process is designed to navigate the entrepreneurial journey towards a successful launch. Beyond launch, we act as an extension of your team by providing continued support with strategy, creative and partnerships.

Co-Founder

Paradigm Talent Agency

Administrative responsibilities, script coverage and entertainment media breakdowns.

Intern

Building and growing best in class consumer brands.

Building the next generation of smart consumer brands.

Big moment in Herman-Scheer’s history… After 15 years of John Scheer and I running the company together, we’re inviting in a 3rd partner.

And I couldn’t be more excited about inviting Alison Servi to join us on our journey 🙏

John and I are incredibly proud of what we’ve achieved, growing the agency to what it is today… A leading voice and influence in the Healthcare, Self-care and Wellbeing space…

It’s time to take the next step forward.

We’re inviting the powerhouse that is Alison Servi into our world, and can’t wait to see the impact she will have.

Her track record is immense, previously the global lead of strategy & insights at a major 1000-person agency, Alison’s led brands such as Google, Harley-Davidson Motor Company and Best Buy.

A core skill she’ll be bringing to Herman-Scheer is understanding market research/audience segmentation in order to distill customer truths and in turn, shape demand. 

She’s often worked at the Intersection of internal/external brand, with great experience navigating change post-launch or during transformation.

It’s a big moment for us, and we’re excited to get started.

Chapin Herman

Growing brands in disruptive healthcare, self-care, and personal optimization.

We're beginning a new chapter with a 3rd partner in the business.

Alison Servi has joined Herman-Scheer as our new President.

John Scheer and I have been running this company for 14 years now. We're very proud of what we've accomplished, and with Alison now on board, our aspirations for growth are exponentially greater.

She most recently served as Global Lead of Strategy and Insights at a 1,000+ person agency and was a driving force behind transformational change for some of the world’s most prominent brands, including Target, Best Buy, Nike, and Google.

She has expanded our capabilities across the entire brand journey and will continue to establish Herman-Scheer as the leading agency for insights, branding, and digital marketing services in the world of healthcare, self-care, and well-being.

Brand Strategy & Insights Champion; Change Maker

🎉 Exciting News!

I’m thrilled to officially step into my new role as President of Herman-Scheer!

It’s an incredible time to be joining this forward-thinking agency known for its ability to push creative boundaries and deliver exceptional partnership. After almost 20 years of working with the world’s leading brands (you know who you are!) I’m excited to bring that experience to Herman-Scheer as we expand our capabilities and continue to drive growth through bold, insights-rich strategies. 

In today’s rapidly changing landscape, the ability to be both nimble and laser-focused on what matters most to our clients is key—and Herman-Scheer’s approach allows us to do just that. I’m looking forward to leading our team and working with our partners to deliver transformative, high-impact solutions.

Here’s to a new chapter of growth and innovation! 📈 🥂 

#NewBeginnings #Leadership #HermanScheer #BrandStrategy #Innovation #InsightsDrivenStrategy

Open article: Home | Branding Studio by herman-scheer.com

Weird one… But companies don’t talk enough about brand erosion.

Yes, when a crisis happens, companies are all over it.

But brand doesn’t only erode when something really bad happens…

I think the scariest part is the brand erosion that’s happening slowly over time, that a company doesn’t even know about…

That post-purchase communication flow that feels generic or impersonal will undermine the brand’s relationship with the customer.

That off-brand messaging, tone, or visual identity across different social media platforms can confuse customers and dilute the brand.

That section of the website that hasn’t been updated because you’re not totally sure what the new message is yet…

All of these are situations that could be draining brand equity.

I like the idea of brands conducting regular ‘Brand Erosion’ checks.

An analysis of all the potential brand erosion points, evaluating the risk and taking action…

Not only is that going to stop brand erosion, but it’s going to act as a regular brand quality check.

It doesn’t take much to check… But it could be incredibly valuable in the long run.

Meditation isn’t for everyone…

At least not in the way it’s often prescribed:

Silent dark room with a meditation chair in the center.

That’s why I love the work the Herman-Scheer team have done on the Happier rebrand.

The idea is simple - make meditation accessible:

To people who don’t feel they’re ‘good’ at it

To people who are busy and don’t have time for it

To people who have never enjoyed it in the past

How?

Sharing a meditation experience that ‘adapts with life’s ebbs and flows’.

Taking the pressure off meditation and encouraging people to ‘find peace without perfection’.

Celebrating the joy of being happier in imagery and supporting visuals.

Tying everything together with a visual identity that’s approachable, differentiated and… Happier 😊

Great work from everyone involved and congrats and good luck Happier, Ben Rubin, Sarah Bidnick, Megan-Elizabeth Baldwin on the big next step.

The lines between B2B and B2C customer journeys are blurring more than ever.

B2B buyers expect the same seamless, personalized experiences they encounter as consumers.

They’re researching independently, relying on peer reviews, and making emotional connections with brands — just like B2C customers do.

This shift is driving B2B brands to invest more in brand building, elevated creative and dynamic marketing that once seemed exclusive to B2C.

A select few brands are seeing the shift and taking action.

Now is the time because the barrier to entry is still low… Action now means greater impact and value.

There’s a small window of opportunity that will close over the next 12 months.

Any B2B healthcare brands wondering how to handle the B2C-ification of the industry, always happy to talk.

Recently noticed Frontrow Health and love the idea.

It’s a tool that brings medical advice to online ads and point of online purchase.

It’s exactly what’s needed.

Earlier this year McKinsey & Company shared that the number 1 factor that drive health and wellness purchases is a recommendation from a doctor - this validation matters.

Seems to work too…

Frontrow share case studies showing

2x increase in CTR from Frontrow appearing on ads

43% increase in Conversion Rate from Frontrow appearing at point of purchase

Where the impact of customer reviews is lagging a little… Many online reviews are hard to decipher and there’s a question of legitimacy with a lot of them!

This feels like a very natural step. Cool idea, interesting product.

Shout out to our friends at For Wellness Eleah Portillo

The biggest challenge for disruptive healthcare and wellness businesses is the pricing and accessibility discrepancy.

71% of people find it hard to afford the health & wellness products they really want to buy.

This is the intent-purchase gap.

There’s a strong drive from new disruptors in the space bringing previously out-of-reach solutions to the market…

The public now has access to treatments and solutions that were previously reserved for large healthcare institutions…

No doubt, progress has been made.

But the problem persists.

Solutions are cropping up. Companies like Truemed, WageWorks and HealthEquity are working to increase accessibility for everyday consumers.

Truemed, for example, allows businesses to accept HSA/FSA payments for health and wellness products, making these purchases more accessible using pre-tax dollars.

These life-changing health solutions will eventually become accessible to the mass market.

The question is how long do people have to wait?

And who will benefit from the transition?

What’s your take? Good progress made? Or moving too slow?

So many health conditions have been stigmatized for decades, and it’s amazing to see those taboos being broken down.

Brands are really having a strong influence here too…

Some amazing examples: 

The Lactation Network → Removing taboo around breastfeeding hardships.
Expectful → Putting mums first with open support of all stages of pregnancy.
Dipsea → Audio erotica app.
maude → A celebration of modern intimacy.
Asset → A brash butt wellness brand.

The list goes on… 

Brands are rapidly pulling away layers of stigma that caused people suffering for decades.

More than that, they’re creating a safe space for other sufferers to connect. The impact of community in these contexts is incredibly powerful.

Love seeing brands drive change in this industry and proud to partner with some of those that do 🙏

This BTS came in hot through our company slack and I just love it so much.

Shoutout to Rachel Topf for creative directing and Franziska Silber for leading the account on arguably one of our most challenging productions to date.

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There was a time when you couldn’t have a conversation about branding in health and wellness without mentioning Care/of.

They were pioneers in the personalization space, a creator of the idea in practice, and on so many people’s pinterest board.

So to see them shut their doors earlier this year was sad and surprising.

It shows how quickly the space is moving.

What started with personalization based on anecdotal self-diagnosis has now become labwork and bloodwork to establish core deficiencies and prescribe hyper-personalized supplements, treatments, food and fitness regimes.

Companies like Lifeforce are a great example of this.

The pace of change is exciting, and always means the consumer has access to better options and enhanced healthcare.

Sad to see Care/of go, but happy to see the industry ramping up and changing lives.

Who’s leading the H&W personalization race in your world?

Myodetox is a brand that is the perfect example of the shift from reactive to proactive healthcare.

As we began working together, I visited one of their US locations (they already have 17 in Canada!) and loved every second.

Got the full experience and now I’m hooked.

A highly differentiated treatment protocol, great service experience, and honestly my body feels great.

Big shout out to Scott Marcaccio and Vinh Pham and the rest of their impressive team 🙏

Excited to help in evolving and amplifying the brand and mission.

Taplio

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