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.

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

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:

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

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.

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.

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 1^st quarter 2002.

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.

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.

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.

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.

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

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.”

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.

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 2^nd quarter 2002.
• New Positioning halts share decline

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.

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.

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.

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

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.

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.

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.

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%.

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

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.

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.

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.

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.