We Love Brands! The power and meaning, the beauty, art and science, the wildly differing imagery from one brand to the next! Iconic brands, cult brands, “everyday" brands. What is it about a brand that people relate to and love - or hate? What is this seemingly magical essence of a brand that engenders loyalty, even advocacy? Or instills avoidance?

Look at the brands that a person surrounds themselves with: their car, clothes, computer, sunglasses, music (yes, musical artists are brands), stores they shop at...

Harley Davidson, Zippo, Coke, Apple, Wegmans. How about Jimmy Buffet (and his Parrotheads), Tommy Bahama, Patagonia? Walmart, Target, Subaru, Outback Steakhouse… all of these brands have a very special place in someone’s heart and in their life.

What do you think of a person when you learn they own a Harley, a BMW, or that they love to shop at Walmart? Or that they own a 1974 Dodge Challenger? Right or wrong, we begin to develop an opinion of these folks.

How does the work of marketers and advertisers impact a brand? How much can we impact the essence of a brand? As marketers, what are we doing with our lives?

Brand Positioning

How should your brand be positioned? What is optimal? We love brands. The strength, the meaning instilled in them through your marketing efforts, and people’s interpretation of that image.

C12 Symposium is a proprietary brand strategy development process that leverages the properties of a brand and maximizes its potential. It is an information-based approach that includes all key stakeholders in a collaborative, iterative planning process.

From front line employees and managers to C-Suite leaders, we share ownership of the process, the results and the success. We work together as a team, sharing buy-in at every step along the way. This degree of partnership virtually assures a successful outcome.

Have you evolved?

Concept Evaluation

How can you be sure your advertising will have the effect you want? How will it impact your brand? How will your intended target audience respond?

For most, these questions will not be known until the advertising has been on air for a while and you are spending, perhaps, millions of dollars.

Aristotle’s Rhetoric was the first critical treatise to help scholars understand how to communicate to different audiences.

In that same vein, C12 Rhetoric provides strategic guidance to help you evaluate your marketing communications materials before they reach your target audience, giving you a gauge of effectiveness before you begin to spend your media budget.

Have you evolved?

Brand Tracking

Brand tracking is not for everyone or every business. But, for those who choose, Carbon-12 can provide you with virtually real time evaluation of the impact your marketing is having - whether or not it is creating the impact you want, and what kind of impact it is having on your brand and your target audience.

It’s not just your efforts, however, that matter. Competitors won’t sit still and let you win without a fight. Plus, there are other market dynamics in play that can affect your target audience.

C12 Tracking allows you to keep a pulse on your target audience, and monitor key brand-related variables in virtually real time.

Have you evolved?

It’s all about understanding

Our teams develop insights-based strategies to determine or refine target audience definition, gauge product viability, establish brand positioning and track marketing impact and changes in audience perceptions and behaviors. Our strategy-led designs deliver experiences that address customer needs, instill loyalty and drive sales.

He who joyfully marches to the music in rank and file has already earned my contempt.

- Albert Einstein

As far as I know, I am the only creative genius to begin his career in research.

- David Ogilvy

We are what we repeatedly do. Excellence is then not an act, but a habit.

- Aristotle

Give me 6 hours to chop down a tree and I will spend the first 4 sharpening the axe.

- Abraham Lincoln

Carbon-12 Consulting

C-12 is an information-based strategic planning consultancy.
We are insights-driven strategy

Our Mission

Fearlessly challenge preconceptions by examining problems from different perspectives. Inspire each other to achieve great things


5175 Larkspur Lane
Hamburg, New York


Chuck Woelfel