Cheryl Farr

Cheryl Farr is expert at creating and activating brands people love. She is Chief Strategist at SIGNAL Brand Innovation, a brand consultancy she founded in 2009 to help organizations align their vision, mission, team culture, and brand story with their business strategy to take their next great leap forward.

She empowers C-suite leaders to solve leadership challenges and identify game-changing, market-leading opportunities through brand strategy. She’s on a mission to embed brand thinking into the growth-minded operating system of every organization to create brands that win.

Cheryl has worked with more than 100 emerging, established, and global brands, including Fairmont Hotels & Resorts, where she helped position the brand for expansive worldwide growth; Pulte Group, where she led the creation of a new consumer trending methodology to guide product and marketing innovations for the nation’s largest homebuilder; PetSmart, where she led the sensory branding work that innovated the total in-store experience; and Cornell Hotel Society, where she crafted the ultimate rallying cry for the world’s largest and most influential hospitality alumni network.

Cheryl has also been a travel writer and editor for such brands as Frommer’s, For Dummies, and Travel + Leisure, as well as a consumer and lifestyle expert writing for publications such as Variety, Bride's, Continental Airlines in-flight magazine, and others. She holds graduate degrees from Cornell and Columbia universities and is a prolific writer and public speaker. She’s also a passionate traveler, Midcentury modernist, fitness fanatic, long-suffering New York Giants fan, and dog mom to her big-bearded, big-personality shih tzu, Harry Carson. She was named 2022 Enterprising Woman of the Year by Louisville Business First in 2022. She lives in Palm Springs, California.