Understand trends & environment
Basis for all category & brand strategy is the understanding of the general trends. What are the political, economic, social, technological, health & environmental trends? What are the macro-category & category trends?
Define a clear consumer portait
Who consumes the category in terms of socio demographics and in terms of lifestyle. Who is our actual consumer and who our future consumer? What are their real needs? What do they want out of life, what kind of media do they consume, what makes them feel realised in life, what drives them, what makes them sad, what kind of style d they prefer, etc.
Understand brand history:
Understand your past to build a coherent brand over the years. Build an overview of the communication, the innovation, the evolution of the functional & emotional benefit, the evolution of product quality, evolution of price, promo & packaging. It is always about evolution, not a revolution!
What you are known for and want to build on.
Your core target.
The available choices your brand is competing with.
Key opportunity: the link the personal needs of your consumer and the ones of the category.
The brand personality, values and beliefs.
The emotional, functional & sensorial benefit that will drive purchase.
The proof that the brand can deliver on the promise, benefits & experience.
The key reason that consumers should prefer the brand over competition. Uniqueness.
Brand essence
Brand design: product & packaging
Product: to start winning in the market you need to offer a product with an excellent price quality balance.
Packaging: Packaging is critical on how consumers relate to and experience your brand. For the design and development of packaging mock ups we work closely with Estudi Ferrer, a young & international creative design agency.
Price Strategy: Through statistical analysis we help you to find the right price.
