Brand Architecture
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The way in which a brand organizes their offerings and makes their portfolio intuitive to shop
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To maximize a brand's potential by meeting the needs of more consumers and usage occasions
To simplify offerings and navigation for the shopper
To clarify and focus funding and resources to guide innovation and marketing
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Michelin, Simple Mills, FreshStep, Lotrimin, One A Day
Brand Character
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A set of human attributes (character traits, core beliefs, and even fatal flaws) that create a unique personality for a brand
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To create deeper connections with consumers by enabling them to recognize and identify with brands on a human level
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Cadence Health, Michelin, Uniroyal, Kellogg’s
Brand Positioning
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To clarify your brand’s promise and point of difference
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To show consumers why they should choose your brand over other options and solidify your right to win
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Nutro, Greenies, Michelin, Uniroyal, Johnson & Johnson, MorningStar Farms, Cottonelle, FreshStep, Toss the Stigma, Local Roots
Design Thinking
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An iterative approach to problem solving that applies human-centered innovation principles and abductive thinking to create consumer-led solutions
This process is highly flexible and non-linear but often happens in 6 stages: Empathy, Marination, Framing, Ideation, Prototyping, and Testing
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To tackle problems that are ill-defined or unknown
To develop strong solutions by reframing the problem, generating many solutions, and adopting a hands-on approach to prototyping and testing
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Nutro, IAMS, Mars Pet, MorningStar Farms
Story Starters
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A concise and easily understood representation of a new idea (often framed as a consumer insight, benefit, and reason to believe)
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To conserve resources and test the viability of an idea with consumers before investing in it
To refine ideas and understand which products and benefits resonate most with consumers
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Johnson & Johnson, Special K, Marine Elements
Strategic Planning
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A roadmap that defines where a brand should focus resources and drive innovation based on market data and unmet consumer needs
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To decide which strategic goals and tactics to prioritize
To stay ahead of the market and drive category growth
To understand where a brand has a right to play and where it doesn’t
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Kinder Chocolate, One-A-Day, Florida Citrus Sports