CUSTOMIZED MARKETING RESEARCH & BRAND STRATEGY SERVICES

This brand held the hearts of children & parents for decades, until equity began eroding. Our team led research  identifying an emotional connection to a timeless (and misunderstood) childhood ritual that was undermined by the company's actions. The solve required no investment, just training and promotions redesign - with many more innovation opportunities.

Could a 150 year-old legacy brand move outside its historic product line to create new categories? Through a deeper understanding of nostalgia, an 'all-family comfort' reframe emerges. Fifteen product & service innovation platforms are prioritized to three - with multiple treat concepts co-created under each. Rapid protocepts enabled feasibility and capability assessment.

While their segment is experiencing robust growth, this once storied brand had a renovation strategy with only lukewarm internal enthusiasm. By delving further in new demand space aspirations, rituals, and the meaning of 'Coupledom', an exciting reframe opportunity emerged that reaches a distinct consumption target - all while reconnecting to the brand's heritage. 

This breakthrough medication was not generating patient requests, despite superior performance and parity pricing. Our research identified the unique psychological barriers and beliefs driving each of three target patient types. Macro synergies help create an efficient brand messaging strategy, while micro archetypes enable more surgical communications.

In competing on "value promotions", this brand had fallen into a rut of price discounting - cheapening product perceptions and reducing profits. Customer immersion provided a pivot from "what you pay" to "what you get" messaging - creating experiences, novelty, rewards, and value alignment. Importantly, these promotions all built brand equity and maintained margins.

A new recipe app sought to provide a breakthrough user experience, but home cooks were finding it "generic".

Projective research identified bigger user aspirations, and mapping to tech capabilities - a white space is mined via Interactive Cooking Instruction. The result was a 6-point UX brief guiding a highly rated  beta-phase app refinement and Round 2 investment.