17. Safe for your health and safe for the environment, hip and chic, organic and green, funky and fresh, happening and just plain fun. A Better Story
18. Nature Girl products are made with organic and wildcrafted ingredients, peace, love, nature and harmony, baby. Nature Girl is a modern-day super hero who takes the lead, confronts adversity and saves us from the perils of toxic chemicals, corporate greed and pollution. This is someone who most women can identify with. Beautiful, but more importantly, smart, determined and a leader. Modern with a sense of visual irony, what Murakami did for Louis Vuitton – we are eco-chic. A Great Story
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20. The Brand Diamond The person and situation for which the Brand is always the best choice. Define in terms of attitude/values, not just demographics. The market and alternative choices as seen by the consumer and the relative value the Brand offers that market The element of all you know about the target consumer and their needs upon which the brand was founded. What the Brand stands for and believes in as well as what personality traits it exhibits. The differentiating functional and emotional benefits that motivate purchase. The single most compelling and competitive reason for the target consumer to choose the Brand. The proof we offer to substantiate our positioning. The distillation of the Brand’s genetic code into one clear, compelling thought.
21. The Brand Diamond The distillation of the Brand’s genetic code into one clear, compelling thought.
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24. Trendiness and profit margin… Cutting Edge Low Awareness Routine High Awareness Trend Adoption Life Cycle Stages Leader Early Adopter Early Majority Late Majority Laggard Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
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28. Attracting new Users: How can we get more people to try us and come into our franchise?
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30. Driving incremental Usage occasions: How can we get them to use us more often and/or in different ways?
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32. Impacting Use-up rate: How can we get them to use our products faster or buy them faster?
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36. Trading Users Up: How can we get them to trade up to higher cost/higher margin items?
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38. Penetrating Untapped channels: Are there other channels in which we want to sell our products that we aren’t selling in now?
With products like "Flower Power," "Nature Groupie," Generation Nature," "I Love Organic," and "She Dreams In Green," one can rest assured that a clean planet is just around the bend.
