About Me.

POPPE_0063 teqSteve Poppe is managing partner at What’s the Idea?, a NY brand consultancy. He began his career at ad agency Poppe Tyson, then moved to McCann-Erickson and FCB.  Poppe was recruited by Pequot Ventures in 2006 to head up marketing at Zude.com a $10M start-up and the Web’s first drag-and-drop social media platform. In 2008 he founded What’s the Idea? to work with start-ups, challenger brands and multinationals. Notable clients include Abbott Nutrition, ConAgra, Heineken Light, JPMorgan Chase, Microsoft, PricewaterhouseCoopers, Samsung, Sunkist Energy and Trail of Bits. His behavioral anthropology degree and strong business planning skills offer clients a unique right brain/left brain perspective.

Over his career Steve has also created successful marketing strategies for Adecco, AT&T, Capgemini, Esselte, Intrawest Resorts, Isopure Plus, Lucent Technologies, Newsday, North Shore-LIJ Health System, Protica Nutritional Research, Teq, U.S. Airways and ZDNet.

Speaking and Publishing

Poppe publishes a daily marketing blog, speaks on branding, social media and technology marketing, has been published in books, and is an avid Poster (not Paster) on forward-looking marketing issues and applications. Steve likes to refer to himself as a “beyond the dashboard” planner. Email Steve at Steve@WhatsTheIdea.com. Connect with him on TwitterLinkedIn, Instagram, or Facebook.


Client comments:

“”I was truly impressed with Steve’s detailed understanding of our industry after only a few weeks of background research and interviews. The brand strategy that he produced for our firm was clearly articulated, innovative, and ambitious. It will certainly prove useful to us. I would absolutely recommend Steve, and will likely work with him again in the future.”

Dan Guido, Co-Founder & CEO, Trail of Bits, Jan. 2016

First off, let me just say that Steve’s positioning document (for our mutual client) was outstanding. Having many people work on a project is often a burden and not a benefit as “decision by committee” is dangerous. But Steve has managed to consolidate a rather unwieldy industry into a comprehensive and coherent strategic plan that has actionable items and clear direction. Forgive me for gushing, but we don’t come across it all that much. ”

Jed Morey, President, Morey Group, Feb. 2015

“Steve did an outstanding job on our new brand strategy. He was thorough, professional and creative. He was a pleasure to work with and we are all pleased with the outcome. I highly recommend Steve for anyone looking to change, develop or strategically enhance their brand.”

Simon Prince, CEO president Beacon Health Partners, Jan. 2015

“Neat blog.”

Mark Wnek

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