What Makes Our Practice Different:
Deep experience – as both hands-on marketing executives as well as strategic consultants – in leading and growing top consumer brands by identifying where to focus to build the most value
- Recognized thought-leadership regarding changing consumer attitudes, behaviors, and brand preferences
- Extensive experience across multiple categories including apparel, beauty/personal care, food/beverage, and household products
- Proven track-record of success in launching new products and growing existing products
Consulting Services:
Segmentation & Targeting
Identifying, understanding, and prioritizing high-value / high-margin target segments is critical to capitalizing on current and future loyalty.
- Proprietary (qualitative and quantitative) Research Methodologies
- Economic Modeling and Payback Definition
- Buying Behavior and Life Stage-driven Analysis
- Segment-specific Persona Development
Case Studies:
Strategic Growth & Planning
The explosion and ongoing evolution in social media is forcing brands to re-think how to communicate with consumers and communities. A fully integrated strategic plan will exploit the benefits of social media while continuing to recognize the role of more traditional tools. The resulting plan is based on “realities” – especially those which are buyer- and budget-driven.
- Strategic Plan Development, including Objectives, Goals, Strategies, and Measures
- Scenario Planning / War Gaming
- Market Planning & Process Development
- Employee Performance Metrics
- Marketing Tools Planning
- Social Media-driven Promotion and Loyalty Programs
- Budgeting Scenarios
Case Studies:
Innovation Planning
Organic top line growth is a key challenge for most consumer companies. Price, parity of features/benefits, and private label improvements have made it harder to break-though and has shortened product lifecycles. The development of data-driven ideas, disciplined processes, and savvy strategies helps companies rapidly develop, prioritize, and commercialize consumer-centric innovation.
- Innovation (and Renovation) Process Development
- New Products/Services Ideation
- Launch Plan Development
- Branding and Brand Identify
Case Studies:
Brand Strategy & Positioning
Revitalizing brands requires identifying the current and future set of emotional benefits that will lead to solidifying a truly resonating emotional bond with the target. Internally-focused / R&D-thinking is often too caught up in an offering’s functional features and attributes – or outdated emotional benefits – to capture the current and new-to-the-category emotional underpinnings that can potentially drive brand preference and loyalty at the most profitable margins.
- Positioning and Messaging Development
- Cross-functional Alignment and Implementation Planning Workshops
Case Studies:
Industry Areas:
- Apparel
- Baby/Infant Products
- Beverages
- Cereal
- Health/Beauty Aids
- Health/Wellness Foods & Beverages
- Household Products
- Pet Foods/Snacks
- Snacks
- Soups
- Tires
Clients:
