Othello

Problem:

How to build a new Chinese household products brand by creating an insight-driven brand narrative based on CenterBrain’s Three Ts criteria for positioning success.

Solution:

  • Identified the key need that mothers of children have, to save time through the use of uniquely designed cookware, appliances, and technology.
  • Connected saving time to the desire to use it to do more good for the family and society.
  • Organized the product line to create a synergistic Intelligent Ecosystem for the kitchen.

Positioning Breakthrough:

Creating time, creating goodness

Results:

  • Quantitative evaluation reveals that 97% of people who view the new positioning are motivated (definitely + probably) to visit experience or community stores upon learning about the new positioning.
  • The brand positioning is introduced and launched at the 2017 Canton Fair.
  Othello-Concept-Board [CBC country="CN" show="n"] https://youtu.be/d84FjXyNeXc [/CBC] [CBC country="CN" show="y"] [/CBC]

Fen Xiang Jia

Problem:

How to differentiate and build perceived value for a new Chinese Home-Stay/Home-Share concept that is planning to franchise globally.

Solution:

Undertake CenterBrain’s Triad process to understand the key insight (belief followed by a behavior) that is driving interest in the new idea.

Uncovered a need to have more than just a 5-star stay, differentiating the idea based on a higher-end benefit of making reconnection, restoring relationships, and gaining re-balance in life.

CenterBrain Positioning Breakthrough:

Positioning: Reconnect to the things that make life meaningful.  

Slogan:  Re-connect, re-store, re-balance.

Results:

Brand positioning is executed in market in January 2018

Fen-Xiang-Jia-English-2

2nd Skin Moist Burn Pads

Problem:

How to introduce a new woundcare product in a market dominated by Johnson & Johnson and Kendall-Futuro.

Solution:

  • Leverage the unique attribute of the new product (its moisture content) to position it to meet the unmet need of burn treatment (e.g. you put fire out with water).
  • Focus on gaining trial by occupying the niche and building repeat purchases based on the product’s extraordinary efficacy.

Results:

  • 2nd Skin is launched and, despite low levels of support, gains national distribution.
  • Product pays out in thirteen months.
Second Skin

Appvion

Problem:

How to pivot a 100 year-old paper company to a long-term growth strategy.

Solution:

Use the CenterStorm process to clarify a new mission and vision and deploy it company wide in 3-months. Position an innovative new business unit and pivot the company to a new line of business. Re-name the company once the pivot is successful.

CenterBrain Breakthroughs:

  • New Mission and Vision developed by CenterBrain: Crafting Innovation for Market Success
  • New Business Positioned and Named by CenterBrain: Encapsys®-Crafting Microencapsulation Solutions
  • New Corporate Brand Name Developed by CenterBrain: AppVion®-Applied Innovation

Result:

  • Mission and Vision are realized and company emerges financially stable and strong.
  • New business yields $50 million in new revenue and is positioned to grow to $250 million.
  • Company completes pivot to an “innovation” company versus a “forest products” company.
Appvion

Bob Evans – Big Farm Burgers

Problem:

How to make Bob Evans a destination for America’s favorite meal.

Solution:

Leverage the “down-on-the-farm” heritage of Bob Evans as a reason to believe that Big Farm burgers are bigger, better and tastier than any other. Couple this with new FarmGarden™ sauces.

Positioning Breakthrough:

Burgers are just better “down on the farm.” Farm-fresh flavor just doesn’t get any better.

Results:

  • New burger menu is introduced in summer 2010.
  • Burger category sales increase 125 percent.
Bob Evans Big Farm Burgers

Television commercial created by Bob Evans following CenterBrain’s Positioning Breakthrough

[CBC country="CN" show="n"] https://www.youtube.com/watch?v=ZD_UDzkDzew&feature=youtu.be [/CBC] [CBC country="CN" show="y"] [/CBC]

Chiquita Fresh

Problem:

How to leverage brand heritage to an expanded product offering in order to drive sales and realize advertising efficiencies.

Solution:

  • Developed a positioning linked to tradition and the icons of fun (Miss Chiquita, Banana Stickers).
  • Married this tradition with the inherent goodness of fruit and the benefits of everyday consumption.

Results:

  • Positioning is incorporated in new advertising January 2002.
  • Expanded line is introduced 1st quarter 2002.
Chiquita

Coleman Portable Hot Water Heater

Problem:

How to leverage new manufacturing technology into a new market in order to provide news for the entire Coleman camping product line.

Solution:

  • Positioned product’s unique point of difference, “Hot Water on Demand,” as a means to provide more time for the aspiration of enjoying more real camping time.
  • Tied this innovation to the Coleman tradition, lifting perception among trade and consumer buyers that the entire brand has a tradition of making camping more fun.

CenterBrain Positioning Breakthrough:

Instantly gives you more time to enjoy camping.

Results:

  • Product introduced summer 2003.
Coleman Portable Hot water heater

Dean Foods – Peter Piper Pickles

Problem:

How to revitalize a category and grow sales.

Solution:

  • Developed a positioning for the Peter Piper Pickles brand, focusing on the core insight of a parent’s desire to empower independence in his/her child.
  • Supported this insight with a product point of difference called the “picklevator,” a tray that lifts pickles out of the brine to avoid a mess.

Results:

  • Purchase intent scores exceed 90% with 58% of consumers saying they “definitely will purchase.”
  • CenterBrain process is extended to produce television and radio advertising.
  • Product is launched regionally in 1999.
Dean Foods PETER PIPER PICKLES television storyboard

Depend Protective Underwear

Problem:

How to position a new product form to expand the category.

Solution:

  • Used knowledge of the underwear category to craft a normalcy positioning for the new form.
  • Changed consumer perception of incontinence products by referring to the undergarments as “underwear.”

Results:

  • Positioning achieves highest persuasion in adult care category history.
  • Product is launched in 1998, with annual sales of $75 million and $300 million in 2014.
  • Cited as the fastest growing dollar volume new product in drugstore outlets.
Depend Protective Underwear Concept Board

Dr. Pepper Snapple Group-Crush Soda

Problem:

How to make an old-fashioned orange soda relevant to teens.

Solution:

Use the original 1920’s positioning (vibrancy) to create an answer to the teen paradox (I want to be unique but accepted by everyone.)

Positioning Breakthrough:

The Vibrant Soda that’s acceptably different. Go ahead…Drink in Color.

Results:

  • Media is redirected towards teens using the “vibrancy” fun positioning.
Crush Soda

Glucerna

Problem:

How to position and transition a pharmaceutical product to OTC.

Solution:

  • Refocused positioning on taste, giving diabetics the hope of enjoying chocolate safely again.
  • Reassured health aspects of the product and differentiated these via simple to understand clinical results.

Results:

  • Product is launched nationally in 1998.
  • Product achieves national distribution and sales objectives in less than one year.
  • In 2014 the brand achieved $500 million in domestic sales
Success Stories Abbott  Glucerna

HSBC-Union Plus

Problem:

How to differentiate the Union Plus credit card and create affinity and loyalty.

Solution:

  • Leveraged “Union” pride and the negotiating power of 13 million members.
  • Linked this to the power of the largest bank in the world (HSBC).
  • Emphasized correct attributes such as “All calls answered in the United States.”

CenterBrain Positioning Breakthrough:

Your Union Power – Everyday

Results:

  • Positioning is launched throughout the organization.
  • Expanded to include all Union Plus offerings, including loan and mortgage products.
  • CenterBrain is asked to execute direct mail for loan products, lifting response 30 percent over the previous “champion.”
HSBC Union Plus Mastercard

Huggies Baby Care

Problem:

How to identify a unique positioning for a line of Huggies toiletries capable of capturing a strong No. 2 position.

Solution:

Differentiated the product line on the basis of efficacy, moving beyond the category mandatory of “gentle.” Efficacy claims were tied to the formula.

CenterBrain Positioning Breakthrough:

Go beyond gentle, to clean, replenish, and protect ((advanced care).

Results:

  • Positioning achieves 62 percent positive purchase intent.
  • 78 percent played back the main idea and found it a benefit over what they had been currently using.
  • Nearly a 3:1 won over previous efforts (spanning two years).
  • Product line launched in 2005 and expanded in 2006.
Success Stories Huggies Baby care final

Irwin Brand

Problem:

How to create an umbrella positioning that could appeal to two distinct target audiences. (Do-it-yourselfers and professionals)

Solution:

  • Created a positioning that used the Professional as the basis for credibility. “Trade-Tough”.
  • Established a product performance benefit that established an advantage in longevity and durability. “From Rough to Finish.”

Results:

  • Positioning is incorporated on packaging and in advertising for re-launch in 2nd quarter 2002.
  • New Positioning halts share decline

 

Irwin Bits and Blades

KFC-Grilled Chicken

Problem:

How to introduce a new type of chicken to capitalize on trends toward healthier eating while concurrently overcoming concerns that the chicken will not taste good.

Solution:

Use the heritage of great taste associated with KFC’s core chicken product (fried) as the reason to believe the new grilled chicken will taste great, too.

Positioning Breakthrough:

Finally, grilled chicken that tastes good enough to be called KFC. It’s the first grilled chicken that’s bucket-worthy!

Results:

  • Advertising is developed using the new positioning that outperforms previous creative 3 to 1 on recall and persuasion.
  • Product is launched and in the number one new food product in 2009.
KFC Grilled

Kinder-Ready

Problem:

How to build sales through a line of children’s products designed to get kids ready for school.

Solution:

Positioned to parents’ fear or concern that their child might not succeed in kindergarten and might begin to get behind in school.

CenterBrain Positioning Breakthrough:

Help get your child kindergarten-ready.

CenterName Breakthrough:

Identified and tested brand name Kinder Ready in just two weeks.

Results:

  • Product launched in 2006.
  • Product expands into mass-merchandise stores in 2007.
Elmers Kinder Ready

Paintastics

Problem:

How to take high end graphic artist quality product from Germany and positioning it for kids.

Solution:

  • Identified an opportunity to give children a new way to express themselves with paint using the Elmer’s heritage as endorsement for quality.
  • Communicated directly to a parental insight that painting is a fun way for children to create, but it’s too messy and time consuming and needs supervision.
  • Answered the plea from moms, “Let me say yes to painting.”

CenterBrain Positioning Breakthrough:

The fantastic no-mess way to create with paint! Say “yes” to painting!

CenterName Breakthrough:

Paintastics® (identified in less than two weeks once positioning was clear)

Results:

  • Tested in 2005. Launched in 2006.
  • Product expands into mass-merchandise stores in 2006 and is sold on QVC.
  • Leads paint business (all incremental) to $40 million in annual sales.
Success Stories Elmers Paintastics

Papa Murphy’s Delite

Problem:

How to reposition the thin crust delite pizza “low calorie” value-priced alternative to have more long-term growth.

Solution:

Identified an insight that consumers we’re looking for a more “grown-up” taste in pizza and that they associated Gourmet with grown up.   They were willing to pay more for “Grown-Up” Gourmet taste.

CenterBrain Positioning Breakthrough:

  • Repositioned the brand as Gourmet Delite. The simple way to serve gourmet.
  • Focused on unique “grown-up” ingredients to pay off gourmet taste
  • Recommended a price increase.

Result:

  • Product line is re-launched with new Gourmet, Grown-up taste
  • Product line takes a $2 price increase
  • Most successful re-launch in Papa Murphy’s history
Papa Murphy's Delite [one_half]

Papa Murphy’s Delite advertising before CenterBrain Positioning Breakthrough

[CBC country="CN" show="n"] https://youtu.be/jpeUQsH-AfA [/CBC] [CBC country="CN" show="y"] [/CBC] [/one_half] [one_half last="yes"]

Papa Murphy’s Gourmet Delite advertising after CenterBrain Positioning Breakthrough

[CBC country="CN" show="n"] https://youtu.be/FPpB1NfE4hs [/CBC] [CBC country="CN" show="y"] [/one_half]      

Precision Q.I.D. Diabetes Monitors

Problem:

How to dimensionalize the category mandatory (accuracy) and create a brand advantage.

Solution:

  • Used technical and medical studies to uncover a positioning that communicated how the product offered better accuracy.
  • Communicated the accuracy positioning with a unique and compelling selling proposition and supported it with simple reasons the consumer could believe.

Results:

  • Product is launched via radio and print campaigns developed by CenterBrain International, Inc.
  • Market share triples in just twenty-four months.
Abbott Precision QID Clinically accuracy

Reynolds Cut-Rite Wax Paper

Problem:

How to convince consumers to increase product consumption.

Solution:

  • Leverage consumer’s emotions (nostalgia, thoughts of family) toward a product formerly thought of as a commodity.
  • Created a positioning leveraging the consumer insight coupled with modern product applications.

CenterBrain Positioning Breakthrough:

The kitchen tradition that does more today than ever before.

Results:

  • New positioning incorporated in packaging and sales promotion in 1995.
reynolds-board-2

SpaSensials

Problem:

How to develop a new brand for Kimberly-Clark in a healthcare area that would provide margins equal to or better than current K-C brands.

Solution:

  • Refocused strategy from crowded “pampering” platform to one of efficacy.
  • Established an efficacy expectation and dimensionalized “rejuvenation” through the use of a professional spa reference.
  • Identified positioning, product line and descriptions, brand name and advertising insight in less than six months.

CenterBrain Positioning Breakthrough:

The touch of professional spa rejuvenation in your home

CenterBrand Breakthrough:

SpaSensials®

Results:

  • Positioning clears hurdle for purchase intent, uniqueness and volume potential.
  • Product is launched in 2006 into test. The first new brand for K-C in over a decade.
Kimberly Clark Spasensials

The Teaching Company

Great Courses on Tape

Problem:

How to reposition a direct response company in order to grow sales.

Solution:

  • More precisely defined the target consumer (demographically and psychologically).
  • Leveraged the consumer insight that these consumers placed high value on an educational experience that provoked thought and discussion (non-passive).
  • Used key product features to reinforce new positioning: “Teaching that engages the mind.”

Results:

  • New positioning increased direct response 40%.
The teaching company

University of Mississippi-Ole Miss

Problem:

How to break through the “sea of sameness” clutter of higher-ed positioning with something that is contemporary, adaptable and captures what makes Ole Miss unique.

Solution:

Build upon the “experience” brand equity that is embodied in the university’s traditions, social culture and athletic prowess to create a platform to tell the amazing stories of service, academic excellence and research endeavor that are providing value to the world.

Positioning Breakthrough:

Experience Amazing®

Results:

  • Positioning is integrated throughout the campus to all constituency groups.
  • Enrollment reaches highest level in university history.
  • Ole Miss is named “Most Appealing” in the Chronicle of Higher Education
Success Stories Ole Miss ExperienceAmazing Positioning Board [one_half] Ole Miss Service [CBC country="CN" show="n"] https://youtu.be/pgbHwqeIOfs [/CBC] [CBC country="CN" show="y"] [/CBC] Ole Miss Jobs [CBC country="CN" show="n"] https://youtu.be/OGL4E_35kt0 [/CBC] [CBC country="CN" show="y"] [/CBC] [/one_half] [one_half last="yes" ] Ole Miss Research [CBC country="CN" show="n"] https://youtu.be/5tiMWsvsSsg [/CBC] [CBC country="CN" show="y"] [/CBC] Ole Miss Athletics [CBC country="CN" show="n"] https://youtu.be/a-hQ5AvtFB0 [/CBC] [CBC country="CN" show="y"] [/CBC] [/one_half]

University of Tennessee-Chattanooga

Problem:

How to create a differential advantage for students in order to improve the quality of job placement.

Solution:

  • Balanced the message to solve the problem of students being unprepared for the work environment.
  • Identified “name-brand” adjunctive curriculum to supplement standard academic preparation. Reinforced faculty strength as academicians and practitioners.

CenterBrain Positioning Breakthrough:

Academically Prepared. Business-world ready.

Results:

  • Implemented in 2007
  • Cited by the AASCB (highest accreditation) as a core strategic advantage for the College of Business.
University of Tennessee at Chattanooga

Vermont American Bits and Blades – Bosch Tools

Problem:

  • How to reposition a U.S. made brand for growth after a decade of losing share to “cheaper” foreign bits and blades.
  • How to help the VFW halt declining membership during a time when the number of deployed servicemen is increasing.

Solution:

  • Focus on tradesman as a source of business and a source of recommendation for the DIYer.
  • Put the power of the Vermont American Brand behind the VFW recognizing that among tradesman there is a disproportionate number of veterans.

CenterBrain Positioning Breakthrough:

  • Reposition Vermont American as Specialists to the Trades in Bits and Blades.
  • Create the Unmet Needs® (www.unmetneeds.com) program to provide direct, local support to families of deployed service men and women. Engage R. Lee Ermey (The Gunney) as a spokesperson.

Result:

  • Vermont American reverses their sales decline and rebuilds share.
  • The VFW raises over $5 million via the Unmet Needs program.
Art Vermont American

Victoria’s Secret

Problem:

How to provide sales associates with a simple compelling sales story to upsell this new line in store.

Solution:

Differentiated the line based on natural ingredients, linking them to an efficacy benefit (healing).

CenterBrain Positioning Breakthrough:

Helps Your Body Help Itself

Results:

  • Full line introduced nationally to all stores in 1997.
Victorias Secret

Visa One-of-a-Card

Problem:

How to overcome apathy towards credit cards and breakthrough with a truly unique offer.

Solution:

  • Identified a key consumer insight that consumers were seeking greater connection in everyday life, due to technology’s erosion of “Americana”.
  • Linked this to a new credit card technology that allowed consumers to choose their own picture to put on the card.

CenterBrain Positioning Breakthrough:

The first card that lets you show your personality whenever you shop.

Results:

  • Quantitative results showed that almost 40 percent of consumers were interested in obtaining the card and saw a benefit over the card they were currently carrying.
  • Developed the introductory television advertising, which tested and beat all other major national credit card advertising.
  • Brand introduced in 2005.
Visa One of a Card Save