Amid Rapid Change, Brands Re-Focus on the Future What is the highest priority growth and marketing topic for your organization in 2021? If you’re like our clients, brand strategy framework is on the list. Across industries, many organizations that weren’t…
Brand Strategy
Broad Appeal Creates Need for Brand Strategy Guidelines This Quaker brand strategy case study shows that robust research can uncover surprising areas for brand extension. Managing the brand as a highly valuable asset calls for expansion within guidelines. Quaker: Case…
Headquartered in Italy, Barilla is a world leader in pasta and pasta sauce. Here in the United States, Barilla is a relatively new brand, establishing itself in 1996 and rapidly growing to be the market leader in pasta, popularizing “al…
Tropicana Case Example Shows Brand Extension Research is Valuable for any Brand After PepsiCo acquired Tropicana, research indicated that there were clear good and bad choices for brand extensions. Brand Building Drives Value Brand building is essential, whether your organization…
To Manage Global Equities, Brand Strategy Framework is Key To tailor to local market needs, McDonald’s employs different advertising executions in different countries. We worked with a global team to develop a core equity brand strategy framework for the six…
New Brand Equities are in Vogue, but Can They Perform Over Time? Each year, Nielsen analyzes new CPG product launches and identifies those that were most successful in terms of revenue, mass potential, longevity and appeal towards specific consumer targets….
Many of the world’s leading brands, including Apple, Amazon, Microsoft, Verizon, Toyota and Coco-Cola are dominantly Business to Consumer (B2C) focused. And in the US retail landscape, despite some growth of private label, packaged goods brands command the majority of consumer products purchased….
How Bob Evans Built a Successful Retail Grocery Business, Propelled by its Restaurant Brand Taking a popular restaurant concept and translating it to a profitable retail grocery business is an alluring but tricky path for many brands. In our work,…
Shifting Demand Means Choosing Between Non-GMO and Organic Market Strategies Won’t Come Naturally Organic has been a food trend for many years, and most food brands have a market strategy perspective on the issue, ranging from actively dismissing organic to…
In developing a B2B strategy, it is often helpful and useful to understand the trends, unmet needs and segments of your B2B customer’s customer. Sharing these insights with your B2B customer will position your firm as an industry thought leader…