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

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

Papa Murphy’s Delite advertising before CenterBrain Positioning Breakthrough

Papa Murphy’s Gourmet Delite advertising after CenterBrain Positioning Breakthrough

     

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
Ole Miss Service Ole Miss Jobs
Ole Miss Research Ole Miss Athletics

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