Brand Doctors 5 7

We
create
strategies
that
result
in
growth

and
revenue
generation
for
brands.

Global Marketing and Advertising Counselors

How
can
you
know
that

we
will
do
it
for
your
business?

Read
what
clients
say
about
us.

See
what
we
have
done
for
others.

Meet
and
talk
with
us
about
what
you
want
to
achieve.


“Joel
Baumwoll
has
one
of

the
best
marketing
minds

“Joel
Baumwoll
is
one
of
the

in
America.”
leading
marketing
thinkers

“Your
business
acumen

and
professionals
in
our

Paul
Harper
—
and
savvy
helps
us
to

(former)
Chairman,

business
today.”
grasp
quickly
the

CEO
Needham
Harper
&
Steers

Advertising
Burt
Manning
—
implications
of
changes

(former)
Chairman,
CEO

within
the
Chinese

J.
Walter
Thompson

business
environment,

develop
products
that

blend
with
the
Chinese

“I
have
worked
with
many
daily
usage
and
yet

consultants,
and
have
keeping
the
American

“Thank
you
for
the
excellent

found
none
as
action-‐ roots.”

results
of
the
project
you

oriented
and
clear
thinking
completed.

We
are
working
Edward
Cheung
—

as
Joel.”
on
the
implementation
of
Director
of
Marketing

some
of
the
items
which
I
am
Hormel
Foods
International
China

Alan
Soucy
—

CEO

Advanced

Precision
sure
will
be
successful.”

Engineering

Jim
Gallagher
—

President,
Director
General

Friskies
Europe


How we work

We
start
by
asking
four
questions;

and
answer
them
in
surprising
ways.

Where
is
the
brand
now?

How
did
it
get
there?

Where
could
it
be?

How
could
it
get
there?


How we are different

DIAGNOSIS
is
what
sets
us
apart.

As
any
top
rank
doctor
will
tell
you,
the
most

important
skill
in
medicine
is
diagnosis.
Once
the

nature
and
cause
of
a
problem
has
been
determined,

the
course
of
action
becomes
clear.


Diagnosis>The Solution

Our
success
is
based
on
our
ability
to
identify
the

essential
nature
of
the
problem
or
the
issue
and

create
the
strategic
solution.

That
is
the
hallmark
of
our
work.


What
have
we
done
for
our
clients?


V-8 had everything
as brand wants,
except volume.

Q.

What
does
“I
coulda
had
a
V-‐8”
mean?

A.
“V8
is
a
healthy
juice
made
from
vegetables
and
spices.
It
is

better
for
you
than
other
drinks.
So
when
they
say,
"I
coulda
had
a

V8"
they're
angry
at
themselves
for
not
choosing
a
healthy
and

tasty
juice
drink."

If
so
many
people
feel
the
product
is
so
good,

why
don’t
they
drink
it
more
often?


Key Insights

If
they
buy
it
warm,
in
large
cans,
they
will
store
it

out
of
sight
on
a
warm
shelf,
and
rarely
remember
to
drink
it.

If
they
buy
it
cold
in
small
cans,
they
will
store
it
cold,
see
it

often,
and
drink
it
more
frequently.


The Strategy

Turn
V-‐8
into
a
“soft
drink”:

Packaging,
distribution,

branding,
look,
feel
and

advertising.

Sell
it
cold.


Today, millions are
glad they had a V-8


The Problem

How
to
transform
Nestlé
newly-‐acquired

German
sausage
maker
into
a
fast-‐

moving
packaged
food
brand
without

losing
its
quality
image?


Diagnosis

Herta
was
old
fashioned
and
not
in
touch
with

younger
consumers’
tastes.

Herta’s
equiAes,
taste,
freshness,
convenience

and
authenAcity
were
extendable
into
forms

and
ingredients
beyond
sausages.


Brand prescription

New
brand
attributes

New
foods

New
range
architecture


New brand attributes

Health/wellness

Convenience/ease

Appetite
appeal

Versatility


New foods

Poultry

Seafood

Beef

Dough


New range architecture

Herta
as

a
main
course

an
ingredient

an
enhancer

a
snack


Herta before


Herta Today


The business problem

Crayola
had
become

a
maker
of
cheap

plastic
toys.

With
no
Crayola
value
proposition,
cheap
imports

undersold
it
by
a
wide
margin.


The Key Insight

Crayola
doesn’t
make
toys.

It
creates
products

that
help
develop
young
minds.

Crayola
stimulates
creativity
with
high
quality,

value-‐added
products,
associated
with
form,

color,
shape
and
design.


Crayola Transformed


Carnation acquires a super-
premium chilled pasta and
sauce company

At
the
time,
home-‐
cooked
spaghetti

was
cheap
belly
ﬁller

food,
mostly
for

children.


Diagnosis

The
new
chilled
pasta
and
sauces

were
comparable
to
restaurant

quality
pasta
entrees.

The
brand
position
had
to

transform
spaghetti
and

meatballs
into
“pasta
and

sauces.”


Brand evolution

The
range
was
launched

under
a
well-‐known

American
trademark.

Its
success
prompted

Nestlé
to
turn
it
into
a

global
brand.


Today, that vision
is realized around
the world.


Turning
a
dish

of
dog
food

into
a
$300

million
brand.


The
consumer
insight

Dry
dog
food
is
cheap

and
convenient.

That

is
why
millions
use
it.

But
many
dog
lovers

feel
guilty,
believing

dry
dog
food
is
boring.


The product solution

Blend
dry
kibble
with
soK,

chewy
meaty
morsels.

Price

premium
to
dry
but
below

super
premium
specialty

brands.

Owners
feel
dog
is
happier,

they
are
no
longer
guilty.


Joel Baumwoll
The diagnostician

Clients
served
by
Baumwoll
include
AARP,
Nestlé,
GE,
Hiram

Walker,
Bacardi,
Colgate,
Hormel,
Hormel
China,
T.J.
Lipton,

Chipita
International
s.a.
(Greece),
Carnation,
Department
of
Child
and

Adolescent
Psychology
at
Columbia
University,
REACH
Institute
for

Children’s
Mental
Health,
GE,
Sandoz
Pharmaceuticals,
Republic
Bank,

Friskies
Pet
Foods,
GHI,
Oscar
Mayer,
National
Coalition
on
Health
Care,

HAMZTEC,
a
therapeutic
medical
device
start
up,

La
Vanguardia

newspaper
of
Barcelona,
Spain,
Yeshiva
University,
Seagrams,
Morgan

Stanley
Wealth
Management,

Campbell
Soup
Company,
Pasqua
Coﬀee

Bars.


Joel
Baumwoll

Paul
Harper,
Chairman
Emeritus
of

Needham
Harper
&
Steers
Adver>sing

said
of
Baumwoll:
“He
is
one
of
the
best

marke>ng
minds
in
America.”

A
leader
in
the
ﬁelds
of
marke>ng,
Joel
conceived
and
posi>oned
the
Amtrak

adver>sing
and
research
for
over
four
Metroliner
service,
the
largest
revenue

decades,
Joel
is
owner
of
Brand
Doctors,
a
producer
in
the

Amtrak
system;

Contadina

strategic
consultancy.

(Buitoni)
Refrigerated
Pastas
and
Sauces,

Kibbles
‘n
Bits
Dog
Food,
over
ten
new

…President
of
Audits
and
Surveys,
a
range
entries
for
Herta,
Nestlé’s
European

worldwide
marke>ng
research
company.

refrigerated
meat
company,
and
FRIS
Vodka

…Vice
Chairman
and
President
of
Skandia,
a
Danish
Dis>llers
and
Hiram

Needham
Harper
and
Steers
Adver>sing,

Walker
joint
venture.

He
advised
a
global

…Execu>ve
Vice
President
in
charge
of
food
company
on
the
development
of
their

brand
strategy,
research
and
US
media
for
business
in
China.

the
J.
Walter
Thompson
Company.

…Vice
President
Associate
Research
He
also
won
a
CLIO
for
art
direc>on
of
an

Director,
Grey
Adver>sing.

Amtrak
print
campaign.


The Core Team

Marty
Wolff,

Crea>ve
and
Design
Director.

Marty
is
part
of
the
team
that
idenAfies
and
arAculates
a
strategic
concept

for
a
new
product
or
exisAng
brand,
and
translates
it
into
words,
pictures

and
images.
His
genius
is
his
ability
to
find
just
the
right
visual
image
to

convey
the
precise
concept
we
are
looking
to
communicate.

Samson
Hsia,
Director
of
Food
Science
and
Technology.

Samson
is
an
experienced
food
technologist
who
has
developed
new
food

products
from
some
of
the
world’s
leading
companies.

He
works
with
our

team
on
new
food
and
beverage
concepts
from
incepAon
to
development

of
pre-‐producAon
prototypes.

Products
can
be
delivered
to
clients
as

turn-‐key
bundles,
made
to
fit
into
a
client’s
producAon,
distribuAon
and

markeAng
system.


Creating new food products

A
turnkey
process

Identifying
an
opportunity

Creating
the
concept

Developing
a
total
bundle

Delivering
a
pre-‐production
prototype


How can we help you?

Develop
concepts
for
new
products
and
line
extensions

Discover
ways
to
reposition
old
or
tired
brands

Create
strategies
to
leverage
brand
equities

Diagnose
opportunities
and
vulnerabilities

Design
and
conduct
research
for
strategic
insight


Brandoctors
are
ready.

joel@brandoctors.com

212
874
7145

646
641
2659

212
874
8636
(Fax)


Brand Doctors 5 7

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