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…
Posts in the Success Story Categories: Case Study
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…
JLG
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…
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…
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…
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…
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…
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…
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…
