This document provides an innovation map for new WD-40 product ideas, organized into three phases based on degree of disruption. Phase 1 includes home and house care products like WD-40 wipes and sponges. Phase 2 focuses on DIY, trade, and industrial products such as a WD-40 squeaky home fix and extreme weather formula. Phase 3 covers activity and recreation ideas like WD-40 motor tonics and a WD-40 fishing spray. The map structures 50 product concept ideas to extend the WD-40 brand into new categories while maintaining its brand equities.
This document provides strategic elements for a new marketing campaign for Burger King to tell a compelling story about "great taste" and why consumers anticipate it. It discusses how hunter-gatherers learned to cook food over fire 1 million years ago, arousing their sense of anticipation as they waited to feast. The brand belief is that "patience rewards you." The document explores how taste and anticipation relate to Maslow's hierarchy of needs and outlines strategic maps and archetypes to position Burger King as a brand that rewards patience.
This document outlines a strategic brand and creative development plan for Burger King centered around the theme of "the pursuit of great taste." It establishes that the brand belief is that pursuing great taste never ends. It also identifies the universal need of belonging that is fulfilled through sharing grilled food. The document then maps out the category context of fast food and proposes positioning Burger King as offering foods that don't always taste fast. It associates the brand with the archetype of the explorer who is constantly discovering and pursuing new tastes. Finally, it drafts a manifesto centered around the idea of pursuing great taste without wolfing food down fast like animals.
A Discussion on the Merits of House of Brands StrategyChappy_02
This document discusses the brand architecture and portfolio structuring of Clairol and its core brands (NNE, Natural Instincts, Herbal Essences, Hydrience). It examines whether Clairol should take a "house" or "house of brands" approach and what the appropriate relationships should be between Clairol and its individual brands. The agency recommends that Clairol take a house approach, actively building its credentials as a beauty brand to strengthen the portfolio and drive the individual brands to become more beauty-focused.
Grey Worldwide proposes creating a think tank called "The Dollhouse Collective" to establish itself as a global expert on beauty issues. The think tank would utilize experts from Grey and other WPP agencies to analyze trends, provide strategic advice to clients, and debate topics related to beauty. It would have "rooms of expertise" on various beauty-related topics and publish original perspectives to build Grey's reputation as a thought leader. The proposal discusses testing this concept through a review of Grey's past beauty work to develop an initial point of view on beauty directions.
This document outlines a strategic branding idea for Burger King centered around positioning itself as more than just fast food but as "grilling." It suggests Burger King differentiates itself by fire-grilling its burgers rather than frying them. This approach takes more time but results in higher quality, "BBQ-style" meals. The document then provides several potential slogans centered around ideas of living boldly and fully experiencing life through higher quality, fire-grilled food. It concludes by stating images will be provided to help bring the branding concepts to life.
The document discusses how Crosscut Advisory Partners helps brands stay culturally relevant by identifying cultural trends and insights and relating them to brand strategies. It explains that culture influences consumer behavior and that brands now follow culture rather than lead it. Crosscut measures culture across different categories and correlates findings with marketing metrics to provide recommendations to brands on how to align with cultural trends and maximize performance.
The document discusses reimagining the Altoids tin to better celebrate authentic curiosity. It provides inspiration from Dieter Rams about optimizing a product's utility. An Altoids experience is described as visceral, practical, and emotional. The document deconstructs the essence of Altoids as being curious, strong, and original. It explores the cultural significance and protective yet accessible nature of tin packaging. Ideas are proposed for innovating the Altoids tin packaging through waterproofing, customization, and creative community partnerships while maintaining the tin's functionality.
Creating a Brand Identity for Wealth ManagementChappy_02
This document provides an overview of Constellation Wealth Advisors, a financial advisory firm that specializes in advising celebrities and athletes. It discusses the challenges athletes face with finances, common mistakes made, and how CWA aims to help clients build sustainable wealth through personalized strategies, sound investments, and comprehensive financial planning and advisory services. The goal is to help clients maximize earnings potential during their careers and maintain financial stability after retirement from sports.
Understanding Baby Boomer Consumers: The Sandwich GenerationChappy_02
This document discusses the Baby Boomer generation born between 1946-1964. It summarizes key events and experiences across their lifespan such as coming of age in the 1960s during social change, economic uncertainty in the 1970s, chasing status in the 1980s, and facing retirement and health issues now. As the largest living adult generation, Baby Boomers have faced challenges of caring for aging parents while also supporting children. They are redefining aging by staying active and using technology. With increased longevity, Baby Boomers will continue to impact society as pioneers through their spending power and optimism.
The document discusses advocating for men ages 25-34 and how MTV2 can become their best friend. It notes that this age group aspires to authenticity and sees experience as the best source of advice. Research indicates that MTV2 is currently seen as just an acquaintance rather than a best friend, but it could become an advocate by addressing content areas of interest like careers, finance, and lifestyle as this age group matures. The goal is for MTV2 to both entertain fantasies and stimulate potential to better serve men ages 25-34.
Retail Strategy: "Targeting" the multicultural female shopper"Chappy_02
This document outlines a plan to attract African American female shoppers to Target by better understanding their needs, perspectives, and values. It suggests developing a beauty rewards program and featuring products from local women-owned businesses to build trust and show Target is a reflection of the community. A key strategy is leveraging social networks and communities to generate savings and work towards shared rewards. The goal is for Target's experience to feel designed especially for this audience and empower their entrepreneurial spirit.
This document provides an overview and agenda for presenting OnDemand, an enhanced water beverage, to casual to heavy users of the category. The presentation will explore the competitive landscape, target consumer, brand positioning, and creative and media implications. Research on category perceptions, spending habits, and media usage of the target millennial consumer will inform the brand and positioning statement. A mix of digital, radio, and outdoor advertising is recommended to build brand recognition and drive trial among 25-34 year olds seeking healthier lifestyles.
Multicultural Digital Influence on Consumer Markets - A StudyChappy_02
This document discusses how multicultural millennials are influencing mainstream consumer attitudes and behaviors through digital engagement. It notes that to effectively reach these consumers, brands must authentically connect with the culturally relevant values of influential minority groups online. The data presented indicates that minority populations, especially millennials, have significant spending power and are adopting digital technologies like social media at higher rates than other groups. As diversity grows in the US, multicultural influence over popular culture and the total consumer market will also increase through digital platforms.
Skittles: Brand and Consumer UnderstandingChappy_02
Skittles changed its brand positioning in 2005 from solely focusing on taste to creating a multi-sensory experience. It developed new products like Skittles Smoothie Mix and Bubble Gum to create occasions for the desired experience. The new positioning was "Believe the Rainbow" as a brand and "Taste the Rainbow" as the product benefit. This led to increased sales, awareness, and website traffic as it resonated more with its 13-17 year old target audience.
Street games from childhood provide inspiration for product development. As children, we creatively played games using our environment and objects at our disposal. These street games allowed us to develop skills and learn through play. Now, urban street games are being reinvented through new formats like live-action video games and digital games played on city streets. This shows that the desire to play and be free from responsibility, which was strong in childhood, still exists in young adults today. Brands have an opportunity to connect with this audience by delivering products that allow fun and creative self-expression like the street games of the past.
The document discusses ideas for a new fragrance campaign centered around breathing. It presents 6 concepts: "Breathe Wherever You Are", "Lightness of Being", "It's All in the Breath", "Breathe Life In", "Hugo P.O.V.", and "Breathing Space". Each concept is then further explained through big ideas, benefits of the fragrance, and selling lines. Next steps are outlined for testing the concepts and developing advertising materials.
Morsetone: LBO & Strategic DevelopmentChappy_02
Telcoware is a Korean telecommunications company that provides network solutions and services. It offers two main products: VoIP core network solutions and wireless data core network solutions based on CDMA2000 and WCDMA standards. As a technological leader in signaling and database management, Telcoware is well positioned in the growing Asian telecom market. The document proposes acquiring Telcoware through a leveraged buyout to establish it as the foundation for creating a new Asian settlement and clearinghouse business.
The document discusses how golf has evolved over time with advancements in equipment, courses, instruction, and other areas, but scoring averages have remained about the same. While equipment and other factors have made certain aspects of golf easier, the challenges of the sport remain, such as consistently scoring well. The document argues that golf is complex and difficult to master despite innovations.
Crosscut Advisory Proposal to Global Fragrance BrandChappy_02
Crosscut Advisory Partners proposes conducting exploratory research on the fragrance category for SelectNY. They will leverage their experience in fragrance to discern new consumer insights and cultural contexts shaping fragrance awareness, consideration, purchase and consumption. Crosscut will use qualitative research like focus groups and interviews, as well as quantitative research through an online questionnaire and their proprietary Crosscutting methodology to identify directions for the category. They will deliver a presentation including findings, insights and implications.