we believe

Every company’s success is the sum of its decisions. We use human insights and strategic thinking to enable our partners to make better decisions.


We are a brand strategy and research consultancy that believes in the magic that happens when we make room for the real, human interactions that identify true market opportunity.

We were founded in 2012 and along the way, we’ve grown into a global network of collaborators who can tackle challenges of any size.

Founded: 2012 

Full-time team: 2 

Collaborators: 25

Home base: Durham, NC


Decisions we influence

Product innovation

Who to Target

Brand Creation, Visual Identity, Naming

Marketing, Creative and Communications Strategy

Brand Positioning

Campaign Selection, Evaluation and Brand Health Tracking


How we help 


We partner with brands, agencies and consultants to tackle the strategic challenges that matter to the people they serve. Here’s how it generally works:



Brand Creation, Positioning
and Strategy

We help founders and brand managers with great ideas build (and rebuild) their brands from the ground up. Target definition, market evaluation, brand positioning, brand architecture, naming, visual identity, innovation, packaging and more.


Research and Insights

We find human insights and translate them into business impact. We conduct custom, primary research with diverse target groups for clients across categories. From focus groups to ethnographies to full-scale segmentation studies, we turn research findings into real-world recommendations that move the needle for clients’ businesses.


Strategy SWAT Team

We work with agencies as their outsourced strategy team, to turn daunting challenges into coherent strategies, powerful positioning work and great creative briefs. We’re nimble and act as a force-multiplier for beleaguered planning groups. From pitch strategy to creative insights and last-minute MRI runs, we love to dig into the challenges that keep strategy leaders up at night.


Jake Baldridge

Founder & Strategist

After spending the first part of his career working on diverse global brands, Jake founded Nacho Industries in 2012 to focus on his love of asking questions, understanding what makes people tick and figuring out how companies can motivate the unique individuals they serve.

Since then, Jake has had the opportunity to develop brand strategies and uncover insights for some pretty great brands in highly unusual places — from collaboratively designing healthy services in rural Illinois to huddling in a rainy Moscow parking lot to better understand Russian SUV owners. Whether it’s food and beverage, tech, pharma or automotive, Jake loves the opportunity to dive into a new category and help clients reach their business goals.

Before he came to insights and strategy, Jake wanted to be a naval architect, an English professor and a professional cook. Working in this field seems to have satisfied all three ambitions.

Kristina Baldridge

Partner & Strategist

With nearly 15 years of marketing and communications experience, Kristina blends brand strategy expertise with her deep curiosity about the ways brands and their consumers interact. Regardless of the project, she works to find ways to create meaningful connections between companies and people in today’s noisy, digital world.

Recently, she’s had the opportunity to help reposition America’s largest ISP and found a way to humanize an elite financial brand struggling to connect with a new target audience. But whether it’s high net-worth investing, ancient art or technology, Kristina loves the opportunity to partner with a client and find the unexpected insight that can truly move the needle.

Before moving into brand strategy and research, Kristina was a senior vice president at Prosek Partners, developing communications strategies and reputation management programs for global financial firms including Goldman Sachs, Ally Bank, Silicon Valley Bank and OppenheimerFunds.

Some of our partners


Connect with us.

Interested in working together? Just curious about how we got our name? Drop us a line below or give us a call.

Email: jake@nachoindustries.com

Telephone: +1(267)978-1648