Stories behind the market research, brand strategy, communications strategy, and innovation strategy for our brand clients and agency partners: State Street Global Advisor, Fearless Girl, We are Wild Recreation Skincare, Levi's, IZZE, Mucinex, Bob Evans, Mastercard, Verizon, Noosa Yoghurt, MGM Resorts, TGI Fridays, and Avis.

2. HELLO
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3. RESEARCH, STRATEGY & CREATIVE:
A SLOW BURN
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4. BUT IT’S STILL A BURN. AND STRATEGISTS MUST BE
FIRE STARTERS
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5. BELIEF, WORK & CARE
IN WHAT WE DO & WHY WE DO IT
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THE CHALLENGE
After an initial idea is rejected outright by clients,
a new provocation was needed to fully champion
one of the first funds to invest in companies with
women in leadership.

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THE TRUTH
Companies with women in leadership perform better
than those without.
THE TRANSFORMATION
FROM: Male Confrontation
The macho culture of corporate America is full of bull.
TO: Female Empowerment
Women are essential and consequential in business.
THE MISSION
Put the power of women front and center on Wall Street.

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THE CHALLENGE
When skincare is artificial, complicated, and pretentious,
it’s time for something natural, fun, and easy.
* Please note this is a startup venture from the partners of Goodification.

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THE TRUTH
Life should be a recreation, even skincare.
THE TRANSFORMATION
FROM: Skincare Regime
There’s nothing fun about 10 steps for skincare.
TO: Recreation Skincare
The first all-solid skincare system designed for
everyday recreation. Because active skin demands
solid performance.
THE MISSION
Stick to recreation.

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THE CHALLENGE
For a brand that’s been around as long as it has,
Levi’s needed to remind the world it’s as timely
as it is timeless.

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THE TRUTH
Activism is the ultimate form of expression.
THE TRANSFORMATION
FROM: Fashion Item
Trends drive sales.
TO: Human Ally
Values drive sales.
THE MISSION
Express action in every transaction.

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THE CHALLENGE
America’s most consumed non-alcoholic beverage
was starting to get a bad rap. IZZE needed to give
soda a new direction with its reason for being.

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THE TRUTH
IZZE is a product whose time has come.
Simple. Natural. Brilliant.
It’s exactly what the world has been asking for.
THE TRANSFORMATION
FROM: Soda Defection
Avoiding bad soda.
TO: Soda Discovery
Pioneering good soda.
THE MISSION
Change soda for good.

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THE CHALLENGE
After a decade vilifying mucus in communications,
Mucinex = mucus. Nothing else. Mucinex needed to
stand for something more than just mucus.

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THE TRUTH
Everyone has a little Bruce Lee in them,
when it comes to cold and flu season.
THE TRANSFORMATION
FROM: Kickass Relief
For victims who need a hero.
TO: Kick the Ass of Whatever Ails You
For fighters who need a weapon.
THE MISSION
Don’t take sick lying down.

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THE CHALLENGE
In a category with little perceived distinctions,
investors rationally flocked to low-cost options.
State Street Global Advisors needed to find an
emotional advantage to its premium priced ETF.

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THE TRUTH
Not all ETFs react equally under market volatility.
THE TRANSFORMATION
FROM: Cheap Price
Low cost ETFs may cost you.
TO: Best Value
The most resilient ETF in the world can protect you.
THE MISSION
Prevail under pressure.

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THE CHALLENGE
In a food culture obsessed with the latest fads
and trends, Bob Evans needed to define the
value of its classic comfort food.

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THE TRUTH
What do you have against yolks?!
Bob Evans food isn’t precious.
Neither is the Bob Evans customer.
THE TRANSFORMATION
FROM: Comforting America
Casting comfort food in a soft way.
TO: Strengthening America
Defining comfort food in a strong way.
THE MISSION
Champion unapologetically unprecious food.

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THE CHALLENGE
In 1997, Mastercard launched a campaign called
“priceless.” 20 years later, new relevance for this
historic idea was needed.

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THE TRUTH
Nothing’s disposable about income.
THE TRANSFORMATION
FROM: Priceless Moment
For everything that matters.
TO: Priceless Impact
For everyone who wants to make a difference.
THE MISSION
Start something priceless.

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THE CHALLENGE
Nearly two decades after the launch of fiber-
optic internet technology, the incentives to get
Fios were getting a little boring.

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THE TRUTH
What something does is more exciting
than what something is.
THE TRANSFORMATION
FROM: Bundles Worth Perpetuating
Internet + Phone
TO: Bundles Worth Experiencing
Internet + Content
THE MISSION
Prove the superiority of fiber-optic.

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THE CHALLENGE
In a cluttered grocery aisle, Noosa needed
to stand true as a ‘yoghurt’ unlike any other.

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THE TRUTH
There are those who control food in life.
Even those who sacrifice food in life.
But then there are those who enrich life with food.
THE TRANSFORMATION
FROM: Eat to Live
Yogurt as functional, biological, and nutritional.
TO: Live to Eat
Yoghurt as emotional, pleasurable, and experiential.
THE MISSION
Taste irresistible indulgence.

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THE CHALLENGE
As the leading hospitality brand in Las Vegas,
MGM Resorts needed to find a positioning that
lived up to its city’s fame and fortune.

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THE TRUTH
Humans are born with a need to be entertained.
THE TRANSFORMATION
FROM: Hospitality
Selling properties of hospitality.
TO: Entertainment
Engaging cultures of entertainment.
THE MISSION
Wow the human race.

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THE CHALLENGE
For revival of an American icon, TGI Fridays needed
to get credit for offering some of the most recognized,
most imitated, and most beloved foods in the world.
McCann Design Group 6

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THE TRUTH
When everyone is hungry for common ground,
the only things that should come between us are
good foods, good drinks, and good values.
THE TRANSFORMATION
FROM: Chicken Sandwich Wars
The other restaurant brands are feeding people
division and conflict.
TO: Cheeseburger Treaty
Everyone loves a delicious $5 cheeseburger to relax
their mouths, hearts, and wallets.
THE MISSION
Create a place where people of all stripes unite.

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THE CHALLENGE
In a car rental industry notoriously slow to change,
Avis needed to communicate its innovations were
actually meeting and exceeding expectations.

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THE TRUTH
With innovation, the only constant is
continuous improvement.
THE TRANSFORMATION
FROM: Destinations
Renting the car.
TO: Journeys
Using the car.
THE MISSION
Move forward with you.

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THE CHALLENGE
In the investing world, all eyes are on large-cap and
small-cap companies. The mid-cap companies get no
attention.

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THE TRUTH
Mid-cap is the power position of a portfolio,
outperforming large-cap and small-cap.
THE TRANSFORMATION
FROM: Forgettable Middle
Stagnant and average is the perception.
TO: Mighty Middle
Nimble and known is the reality.
THE MISSION
Make the middle (mid-cap) aspirational.

48. GOOD PEOPLE NEED GOOD COMPANY
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49. QUALITATIVE RESEARCH
QUANTITATIVE RESEARCH
ETHNOGRAPHIC RESEARCH
A&U RESEARCH
CREATIVE TESTING
CONCEPT IDEATION
CONSUMER SEGMENTATION
BRAND STRATEGY
COMMUNICATIONS STRATEGY
INNOVATION STRATEGY
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50. THANK YOU
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51. KEVIN KIM // FOUNDING PARTNER + STRATEGY PRINCIPAL // KEVIN@GOODIFICATION.COM
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