Mindshare - MasterMind ideas from the strategists at Treacy Marketing Group

Someone You Should Know: Dana Hokin

Dana Hokin is many things—a mother, businesswoman, artist, and philanthropist, to name a few. Hokin retained Treacy Marketing Group to develop a Brand Identity and Positioning Plan for her personal brand.

Dana is Managing Director of Gorda Estates Limited, the holding company for Bitter End Yacht Club and North Sound Express Ferry Service. She is also Director of Sales and Marketing and President of Bitter End Yacht Club International, providing management, marketing and strategic planning services for Bitter End Yacht Club. She is also a director of Intermountain Industries, and is on the board of trustees of the Putney School and Strategic Energy Innovations.

Q: Tell us about your brand, dh.
A: Deliberate Hues. That’s how I see the world, which is why dh is about being aesthetically strategic. The brand is about lifestyle, aesthetics, philanthropy and leadership. Whether I’m consulting for boutique hotels, designing interior spaces, fabrics, retail lines, jewelry or expanding not-for-profits’ reach into the community – it’s ultimately about culture and building new traditions.

Q: When is the last time that you were able to visit the Bitter End Yacht Club?
A: Actually I was there a few weeks ago. I am getting ready to head down again to officially adopt the Robinson O’Neal Primary School. It’s the local school in our community where nearly all of our staff of 200 send their children.

Q: What inspires you?
A: Negative space, which is the area around things. It’s the context in which you place something that gives it meaning.

Q: What are you most proud of?
A: My 8 year old daughter, marriage of 21 years, nieces and nephew, friends and a Ralph Rucci dress.

Q: Where do you see yourself in five years?
A: Opening the front door to the dh building.

Q: What is something most people would be surprised to know about you?
A: I am currently pursuing a Masters in Liberal Arts at the University of Chicago. I was also a flower girl in Duke Ellington’s nephew’s wedding.