Loading...

Bona fides

While we’re much more excited about what we’ve actually helped our partners achieve than merely displaying their logos, most people like to know that, by working with us, they’re in good company…

EatSmart SnacksHalyard HealthHill'sKellogg'sKimberly-ClarkKimberly-Clark ProfessionalKrogerLean CuisineLifeSaversNestléPringlesReynolds Consumer ProductsRuiz FoodsSilkSkittlesSnyders-LanceSnyder's of HanoverStarburstStouffer'sWrigleyWhitewaveTraditional Medicinals

Explaining the WHY’s to drive the annual strategy for a category-leading food & beverage portfolio. 

The business knew that the category was consumed around a handful of key events each year. We explained the WHY, and provided a clear brief to drive dramatic biz results.

The challenge: the brand portfolio relies on a few peak events to make or break each year’s performance. But competitors clamor for the same precious share of voice, and the activation team needed a way to zig where competitors were zagging.

What we did: by conducting iterative, quantitative BeSci Surveys throughout the year, we identified which of The 3 Need States is actually driving consumer behavior around each event – and revealed that the category competitors were focusing on the wrong ones.

The outcome: the portfolio brand team has applied the resulting strategic playbook with great success, including results such as 10% year-over-year growth for one of the key annual periods.

Segmenting global moms not by their demographics, but by the WHY’s that predict their buying behavior. 

The reasons moms choose one diaper over another can be elusive. We created the global playbook to change the conversation, enabling a much stronger emotional appeal for the $1B+ brand. 

The challenge: a global segmentation study revealed the who, what, when, and where of moms everywhere – but stopped short of explaining the WHY. Plus, the team struggled with the added challenge of far-flung global teams needing to rally around a consistent point-of-view on the strategic target…

What we did: conducted a global quant study assessing The 9 WHY’s as they correlate with the strategic segments to identify themes and alignments to explain what really drives moms’ buying behavior.

The outcome: The 9 WHY’s aligned with the global segments to a staggering degree of statistical significance (which we consistently see). This alignment fueled the global playbook to explain specifically how to win with the various segments, including tactical media and messaging opportunities – crucial in guiding strategy and brand activation for the billion-dollar business.

Tapping rich growth potential by leveraging not what the product IS, but what it DOES

Successful innovation in the confections space is notoriously elusive. We populated the innovation pipeline with fresh, incremental ideas in a category where seemingly everything had been tried.

The challenge: product line extensions had driven meaningful growth in previous years, but the well of new ideas had run dry. The team had tried literally every flavor available, enlisted the help of a range of partners, and yet it still appeared there were no new ideas for the portfolio of brands, and even the category.

What we did: applied neuro-sensory principles in our Sensory-Centric Concept Development approach to show the team how to assess the portfolio not from the perspective of what it IS, but what it DOES. We revealed a wealth of new consumer-centric WHY’s the brands were uniquely suited to serve through innovation.

The outcome: the project generated over 100 new innovation ‘mini-concepts.’ In quantitative screening (which included the most successful previous launches as benchmarks) 24 of the concepts out-performed the best-ever previous launches in terms of both volume and incrementality. Multiple of the ideas were launched, driving strong in-market success.

Teaching a Fortune 150 company to win with stronger business stories.

Business storytelling is certainly a buzzword, yet still challenges most teams. We taught the entire Insights and R&D teams of a leading company to drive stronger results with stories, and provided the tools to make it stick. 

The challenge: the CMO announced that dry PowerPoint decks were outlawed. The R&D group received senior feedback that their story-telling had to improve to enable decisions among their business unit counterparts. But simply saying “tell better stories” was not an achievable goal. Not to mention the fact that most of the team members were highly skeptical about the value of more “training”…

What we did: leveraged the 5 Story Types of our StorySimple software platform to create a step-by-step guide to creating prioritized, simple, persuasive stories that enable smart business decisions. We taught hundreds of professionals within the company the technique via in-person and online collaborative sessions.

The outcome: beyond enthusiastic feedback and adoption of the tools and technique, the StorySimple process remains the gold-standard approach, used daily by teams throughout the organization.