Brand Builder

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BrandJuice overview of BrandBuilder - our brand strategy and positioning process.

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Brand Builder

  1. 1. BRAND BUILDER<br />
  2. 2. OUR SERVICES<br />WHAT YOU MIGHT SAY: “We don’t love our advertising. Our messaging isn’t getting customers excited to buy. Internally, there’s disagreement around what our brand stands for. Worse, competitors are beginning to define our brand for us.”<br />WHAT WE OFFER:<br />BRAND BUILDER<br />We help clients develop leadership brand strategies and assets – clearly positioned brands backed by strong creative. Our process applies to renovating mature brands and building emerging brands with strong competitive differentiation.<br />2<br />
  3. 3. OUR SERVICES<br />BRAND BUILDER<br />SAMPLE DELIVERABLES<br />Clear understanding of existing brand equity and points of difference<br />Synthesis of insights into positioning platforms and success criteria<br />Range of positioning strategies and corresponding creative ideas developed<br />Evolution of recommended communication strategy based on consumer validation<br />Positioning architecture and creative ideas<br />Strategy presentation & corporate training<br />3<br />
  4. 4. OUR SERVICES<br />BRAND BUILDER<br />METHODOLOGY HIGHLIGHTS<br />IMMERSE<br />Stakeholder interviews to align expectations<br />Competitor review and brand mapping<br />Creation of positioning platforms to explore in Creativity Collective® brainstorming session. <br />Concept Workshop to organize ideas in strategic positioning framework<br />Concept board and creative board development<br />Consumer validation research to refine strategy and creative execution<br />Integrated creative ideato match new positioning strategy<br />CREATE<br />VALIDATE<br />4<br />
  5. 5. OUR SERVICES<br />BRAND BUILDER<br />CLIENT BENEFITS<br />Results in a clear positioning strategy to build unique brand strength<br />Outcome grounded in brand equity understanding and consumer insights<br />Delivers creative idea to match strategy<br />Process drives organizational buy-in around strategy<br />Scope can be global with Message Matrix developed for regions and targets<br />5<br />
  6. 6. OUR SERVICES<br />BRAND BUILDER<br />SUCCESS STORIES<br />Sports Authority wanted to create a premium private label brand and asked BrandJuice to develop the strategy and execution. We used consumer insights to create and validate a unique and meaningful positioning strategy. The final deliverable was a new brand for the company: SA Gear<br />To reclaim lost market share and return some swagger to the brand, BrandJuice led the re-positioning of KC Masterpiece by executing three of its proven processes; Value Equation, Creativity Collective® and Battle Testing®. The resulting Real Deal strategy is now an integrated campaign.<br />. <br />Covidien has asked us to lead global positioning strategy development for three major new product launches, including LigaSure and Force Triverse. Combined, they’ve delivered $1B in incremental revenue for the company. <br />6<br />
  7. 7. IDEAS PEOPLE BUY is our promise. Call to learn more about our process. We’ll send you our CEO’s book as a thank you:<br />Jeff Scurlock <br />303.454.3260<br />Jeff@BrandJuice.com<br />www.brandjuice.com<br />7<br />

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