By the late-1980's, it was hard to find Hush Puppies in the US market.  Women's product was a collection of non-leather dress pumps.  Men's footwear was sub-branded by product technology, with names like "Footlites", "The Body Shoe", and "Bounce."  Even the trademark basset hound had disappeared, replaced by a "modern" stylized ink blot.  There was no consistency between product, packaging, display or retail placement.

Jeff and the Hush Puppies team began the rebuilding process by re-inventing the Hush Puppies Company -- from a company building shoes to a company building a brand.  The organization was restructured, to place marketing functions directly under the division president.  Working with Fallon McElligott, Jeff reintroduced the basset hound logo and developed engaging and award winning brand campaigns to erase old perceptions.  Then, in a major branding initiative with Fitch, Jeff and the Hush Puppies team created a comprehensive Brand Plan that touched all areas of the business.

The Brand Team evaluated its Core Customer, Core Product, Core Competition and defined its Competitive Advantages.  It conducted extensive research on consumer buying habits and retailer behaviors.  Then they applied what they had learned to the marketing mix.  Product, systems, communications, packaging, display and store design were coordinated.  Product became lifestyle, rather than technology focused.  And Hush Puppies became a brand.

Jeff served as "Keeper of the Brand"

from the transition period forward.  The Brand Plan became a well-worn text that set the direction and tone for Hush Puppies and was the foundation for the brand's revitalization and the tremendous fashion and mainstream acceptance and growth that followed.