IDEAS PEOPLE WANT TO EXPERIENCE.
11/13/11 -- slight change in middle cross bar of E
11/13/11 -- slight change in middle cross bar of E
PLANNING, BRANDING, CREATIVE, PRODUCTION. We’re talking about realizing ideas that will create growth for your business. About ideas people want to experience and bring home for dinner. About finding the one fundamental promise that makes up the heart of your brand... and sets you apart. Don’t be the best at what you do. Be the only one that does what you do. All creative and media decisions stem from your product’s sincere, single promise. The look and feel, including the very design of the product, are part of your brand experience. Your connection plan is driven by finding people demanding your experience. Only then, are we talking about websites, in-store, packaging, motion, collateral and promotions.
Goalrilla™
First it was Built (2003 - 2011) • Toughest Basketball Systems On The Planet.™
The Leading hi-end residential basketball brand in North America.
Pieces:
Identity • In-Store • Web & Motion • Collateral
Then IT WAS Expanded (2011- 2012) xtend the paradigm of authentic, prestige-fulfilling residential equipment to the core •E
aspect of training equipment and expertise: The power to change your game.™
Preparation: •C onsult with product management and engineering during new product development
and prototyping to establish product positioning and performance specs. • Create sales tools for B2B sell-in.
Consumer Audience Experience:
Pieces: New
identity • In-Product Branding • In-Store & Packaging • Web & Motion • Collateral
Stiga® Table Tennis PLAY THE BEST.®
STIGA is table tennis. it’s not the Ping-Pong®* you grew up with. • Rackets
in big-box stores retail for up to $79.00. Top-selling tables retail for as much as $350.00. • Approximately 15 million Americans participate in “TT,” rivaling the participation in baseball. • STIGA is the top-selling worldwide brand of Table Tennis products.
Preparation: •C onsult
with product management, product development and outside suppliers during prototyping and B2B sell-in to provide branding alternatives and merchandising options.
Consumer Audience Experience:
Pieces (2007, 2009, 2011):
North American Identity • In-Product Styling • In-Store & Packaging ®
*In 2010, DBD re-branded PING-PONG packaging also.
CRYSTAL TECHNOLOGY
Racket Comparison
Nano Composite Tech - Stronger and tighter bonds in the rubber increase speed and spin.
Supra Vantage Optima Hammer Lite Sabre Cannon Carbo7
CRYSTAL CRYSTAL TECHNOLOGY TECHNOLOGY
CRYSTAL TECHNOLOGY
Carbon Tech - Two layers of highCRYSTALCRYSTAL TECHNOLOGY CRYSTAL TECHNOLOGY CRYSTAL carbon are integrated into the blade TECHNOLOGY performance CRYSTAL TECHNOLOGY TECHNOLOGY improving rigidity and response, which results in inCRYSTALCRYSTAL TECHNOLOGY CRYSTAL creased speed and power. TECHNOLOGY TECHNOLOGY
CRYSTAL TECHNOLOGY CRYSTALCRYSTAL TECHNOLOGY CRYSTAL TECHNOLOGY TECHNOLOGY
CRYSTALCRYSTAL TECHNOLOGY TECHNOLOGY
CRYSTAL TECHNOLOGY
CRYSTAL TECHNOLOGY
Weight Balance - The balance of the blade is
shiftedCRYSTAL to the point of contact with the ball. CRYSTAL TECHNOLOGY
Rate of Recovery - Improves rate of recovery after each stroke.
TECHNOLOGY
CRYSTAL Ball Sensitivity - Extra sensitivity of touch. TECHNOLOGY CRYSTAL TECHNOLOGY
CRYSTAL CRYSTAL CRYSTAL TECHNOLOGY TECHNOLOGY TECHNOLOGY
ACS - Allows high speed to be combined with maximum elasticity and outstanding control.
SCAN THIS CODE* FOR MORE INFO
Crystal Tech - Hardens the surface of the blade, thus increasing its speed.
Stiga TUBE - A technology where the middle veneer has gone through a revolutionary treatment that increases speed and power without sacrificing feeling and control. Balsa Tech - Ultra lightweight balsa wood center-ply helps increase speed and reaction time.
*Requires reader to be installed on your mobile device.
CRYSTAL TECHNOLOGY
Goo Goo Cluster ®
The Original Southern Treat. E-CoMMERCE | IMPROVED UI Design | IMPROVED APP FUNCTIONS A great opportunity to be part of the Goo Goo® experience during a 100-year celebration.
A little sweet history:
Founded in Nashville, Tennessee in 1912, the original Goo Goo Cluster of caramel, marshmallow nougat, fresh roasted peanuts, and real milk chocolate...yum...is recognized as the world’s first combination candy bar. Today it’s a nostalgic favorite that celebrates a long history of gooey goodness, and is a sought-after favorite from coast to coast.
Preparation:
Met with the Goo Goo marketing team to receive the objectives the company had for the site and app in late 2012, during the company’s 100th year celebrations. • Established the technical needs and the timetable for development to launch ahead of planned 100th year events in New York City, on national media, and in Nashville. •
Consumer Audience Experience:
Pieces (2012): C onsumer
Website • Consumer, StoreFinder App • E-Commerce
<R elaunched and improved app functionality.
<
C leaner, consolidated grid system for simple site maneuvering and fewer user clicks.
<R edesigned E-Commerce shopping cart; user-friendly and functional design.
Woodplay Cover
Woodplay® Playsets
Every day is a great day in Woodplay.® Re-Branding | Dealer Recruiting | New Product Launch A unique opportunity to revitalize the Original Redwood Playset Company.®
Preparation: •P art
of the new brand development team assigned to create a new brand, new product, and recruit new distribution. •D ata from three target-city consumer groups: pricing, purchase motive, wood and color preferences, shopping habits, catalog style. • B2B positioning, event participation: demonstrate new product line and consumer communications plan.
Consumer Audience Experience:
Identity • In-Product Branding Product Photography • Website • Consumer Catalog In-Store and Dealer Marketing Support Pieces (2008 - 2012):
Bear Archery® REPOSITIONING A LEGENDARY BRAND. Performance Above Price | Perfect Killer
|
Rise Up. Join Us.
History
• Mom-and-pop
retailers are the backbone of archery retailing. • No one is more responsible for the success of so many small business owners than Fred Bear, who helped catapult Bear Archery in the 1950s. • Men and women across the country opened small archery shops, turning their passion into a full-time profession. Fred Bear passed away in 1988. • By 2005, the industry was thriving with elite and skilled manufacturers and marketers. Bear Archery was not one of them.
Preparation • In
2005, DBD dove head first into the world of archery “user-innovators.” • It soon became clear that too much of the industry’s marketing was overhype about baseless features and performance claims. • DBD won the business in 2005, with a proposed product positioning based on a simple pricing strategy and non-hyped performance.
Campaigns, 2006 – 2012
1) 2006 – 2008: Bear was not “about the hype and high cost,” but about “performance above price.” 2) 2009 – 2011: Simple, high-performing bows made the Bear bow the “Perfect Killer” - no-hype, no compromises, just performance. 3) Beginning of 2012: • Revenue increases since 2006 allowed greater product development. • Bear Archery’s reputation was back in tact. • Bear is a sought-after product at any price point.
Consumer Audience Experience:
Pieces (2006 – 2012): Identity
• In-Product Branding • Consumer and Trade Print • Website • TV • Packaging • Social Media
Accudart® Darts and Accessories SIMPLE PACKAGING IS THE KEY TO SHELF CLARITY – AND SELL THROUGH.
Consumers of darts are looking for Soft-Tip or Steel-Tip darts. (Soft tips are used for electronic darts). • Among the many competing packages on the shelf, the Soft-Tip vs. Steel-Tip distinction is often difficult to find. • Accudart, as a leading big box brand, wanted to solve Soft vs. Steel distinction. •
PREPARATION:
Receive multiple, detailed SKU specifications from product managers. • Offer simple color-blocking options and product naming solutions to a complicated set of products. • Offer new clam options to maximize shelf presence while using least amount of space. •
Consumer Audience Experience: Program (2012)
Brand, Model Color-Block Simplification • Packaging
So
St
Soft Tip
Steel Tip
IDEAS PEOPLE WANT TO EXPERIENCE.
11/13/11 -- slight change in middle cross bar of E
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