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CASE STUDIES

We’re only as good as our results.


Explore the many ways we’ve helped our clients step away from the status quo for robust business-building insights that have a lasting impact.

SOUL PURPOSE POSITIONING CASE STUDY

A TIME-HONORED ONLINE RETAILER

Their Situation

This online retailer realized their brand’s message was no longer differentiating them in the marketplace, blocking the path to new customers and continued business growth.

Our Solution

To help them stand out, we started by looking at their competition. An audit of competitive brands gave us a clear view of marketplace opportunities and drove an ideation session to help blaze new trails for the business.

The Results

We developed two unique Soul Purpose positionings to set this brand apart from marketplace clutter. Next, a quantitative study among brand and category users helped us choose and optimize the lead positioning, which now lives at the core of the brand’s relaunch.

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BRAND EXTENSION CASE STUDY

A POWERHOUSE FOOD BRAND

Their Situation

A leading mayo brand wanted to expand their product options without cannibalizing their existing product line. They’d just launched a ‘healthy’ mayo, but already had light and low-fat options, and were stumped on where to go next.

Our Solution

To make sense of a complicated situation, we put our Kitchen ConfessionsSM, a verbal diary process, to work. In-home recordings let consumers comment on real-time product usage as they prepared meals in their own kitchen, and share their reasoning behind meal, brand and ingredient choices. Consumers told us, in their own words, what makes food healthy or not healthy.

The Results

Our strategies broadened our client’s perspective on what ‘healthy’ really means to real families. This insight led to a new product map ranging from ‘full taste’ to ‘full health’ and updated product development guidelines for future products.

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PORTFOLIO OPTIMIZATION CASE STUDY

AN EXPANDING LAWN AND GARDEN PRODUCTS COMPANY

Their Situation

A well-established lawn and garden company grew their business by purchasing two yard tool companies. But the distinction between whether they’d bought ‘brands’ or ‘products’ was fuzzy.

Our Solution

A robust research plan included a product portfolio evaluation to assess the overlap in the businesses they bought and a competitive audit to suss out other brands’ positions within their category. We followed with a qualitative online community and a quantitative brand positioning study.

The Results

The highest-performing products were fit into one brand, which was relaunched with new positioning to stand out in a saturated market. Any products not aligned with the positioning were allocated to a private label.

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NOTABLE NAMING CASE STUDY

A COMPETITIVE GLOBAL CEREAL BRAND

Their Situation

A global cereal company developed a new heart-healthy, uniquely shaped cereal but already had products in that highly competitive space. They needed to position the product in a way that avoided existing product cannibalization and give it a name that would stand out in a saturated marketplace.

Our Solution

We created two Soul Purpose brand positionings, running each through consumer testing before the team selected an option. Then the Notable Naming process began, where we focused on ideas like ‘living a robust life for 120 years’ and ‘healthy hugs at your table’ to inspire compelling name ideation.

The Results

Over 1,600 names were created, including coined words, alliterative phrases and experiential promises. Our 30 favorites were presented to the brand’s team, whose limited marketing spend called for a highly communicative product name. With that, the new product was launched with a memorable name that clearly conveyed both wellness benefits and taste appeal.

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BRAND HEALTH CASE STUDY

A BOOMING BABY FOOD BRAND

Their Situation

As an organic baby food brand’s distribution quickly expanded and new competitors entered the marketplace, they realized it was time to understand how their target saw them in comparison to the competition.

Our Solution

We designed a quantitative Brand Health tracking study from the ground up that revealed how the brand was gaining traction, and where they were losing their footing.

The Results

The tracking study became a new baseline for the brand’s health monitoring, allowing it to measure shifts in awareness, perception and loyalty over time. The brand was able to reframe messaging based on insights that revealed how they match up with competition in their category.

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VOICE OF THE CUSTOMER CASE STUDY

A LUXURY GOODS BRAND

Their Situation

This luxury goods brand was fixed on staying one step ahead of their three target audiences’ needs, to allow them to evolve faster than their competition and resonate more deeply with consumers, retailers and designers nationwide.

Our Solution

Three distinct online discussion communities were formed, each uncovering unique trends and insights that could be explored across target audiences in real time.

The Results

Consumer trends just beginning on the coasts were revealed, sparking new ideas for better brand and product fit. Key issues with erratic retailer messaging were also uncovered, allowing the brand to develop sales materials for more consistent communication.

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BRAND STRETCH CASE STUDY

AN INSPIRED AMERICAN MEAT COMPANY

Their Situation

When a leading cured meat brand noticed stagnation in one of their long-standing categories, they wanted to respond by enriching their brand presence with new products that leveraged existing manufacturing technologies.

Our Solution

We used online insight communities to gauge consumer appeal of the brand’s existing product concepts and determine brand fit. An ideation session led to new ideas that were then vetted in online communities to understand concept relevancy and expected usage. Best yet, optimization ideas were uncovered to help bring new success to market.

The Results

Based on our findings, three new product categories were green-lighted under the existing brand, with two more to be evaluated under a new brand. That’s what action based on insights looks like.

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