Brand & F.E.I. Strategy

Mapping the potential to fuel consumer relevance. Understand how your targets shop, how they interact with the market, and what they actually want. Journey Mapping provides a roadmap of a customer’s purchase journey including pre-funnel routines prior to category consideration and entry. This map articulates needs and details tactics to win in-market. The process outlines discrete phases, requirements that resolve tensions at each, plus activities to guide activation.

Expand and refine your scope of opportunities and innovation potential to create winning new  products and branding platforms. Product concepts are the springboards to identify ‘quick win’ innovation prospects, comprised of close-in opportunities based on existing capabilities around product, promotion, and competitive positioning. Through rigorous primary research, product and branding concepts can evolve and prioritize strategic platforms via test-and-apply methodologies.

Need States map the felt needs of consumers and/or customers to define the optimal territory in which to execute branding and product strategies. Map the needs of clearly defined audiences by situations relevant to the product category and target segmentation groups. These platforms include articulations of competitive frames of reference to highlight needs within a real-world context. This process aligns strategic opportunities with the need states that represent the most potential.