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FocusVision

Defining a Six Second Story Challenges As a midsized consumer/customer insight organization, FocusVision provides tools and software to allow for the accumulation and analysis of customer and consumer insights intended to drive business performance. Through a number of acquisitions, FocusVision had yet to establish a clear and differentiating brand position in a highly fragmented and…

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Aprimo

Creating Brand Relaunch Story A key imperative of the new ownership change and merge with Revenew was for TMA to re-launch and revitalize the Aprimo brand internally and externally under a highly compressed 35-day timeline. Approach Assessed the market landscape Reviewed legacy and current positioning Conducted input and strategy workshops with key stakeholders Developed initial…

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CEB

Launching A Product Offering Challenges Create a simple, consistent offer architecture across programs / practices to minimize sales complexity while improving value to CEB members and increasing renewal rates Increase average CEB Leadership Council selling price while maintaining consistent operating margins Reduce acquisition costs by bundling existing bolt-on’s with memberships Optimize certain aspects of base offer…

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H & R Block

Segmenting Customers to Deepen Relationships Challenges Lack of insight into customer needs, channel preferences, interest in additional products Inability to effectively penetrate customer base with ancillary product offerings Desire to improve customer satisfaction and retention, service customers more effectively and efficiently Approach Conducted primary customer research including quantitative surveys of over 500 customers Used data…

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Tandy

Aligning Product Development To Customer Needs Challenges Company was in the midst of a full scale turn around approach and had indentified several priority strategic initiatives including product lifecycle management Men’s, Women’s and Gifts divisions operating as independent units with little or no cross-communication Excessive inventory was clogging warehouses, contributing to large negative ROI 20%…

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Russell Athletic

Managing the Portfolio Challenges Russell was competing against an established player, Nike, in the broad market and a well positioned upstart, UnderArmour in the performance segment The Russell portfolio, including the newly acquired businesses were competing against each other rather than specific markets/competitors 40 t-shirt styles, some with 80 colors No entries in fast-growing categories…

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Vodafone

Achieving Differentiation Through Branding Challenges Build compelling brand preference in a market place glutted with undifferentiated competitors Protect Vodafone’s position in the market (27% share in Europe), making customer retention and reducing “churn” critical Identify ways to acquire new users in a maturing market, without relying on price discounting Understanding opportunities to get consumers to…

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Georgia Pacific

Identifying Category Growth Challenges Dixie had business scale but wanted to accelerate its profit growth Georgia-Pacific faced strong competition in P&G and Kimberly-Clark Dixie had a strong brand name but its product line was fairly narrow Approach Researched and selected 50 categories adjacent to Dixie’s current business and screened the list to the top 14 Developed…

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Miller

Sharpening Point of Difference Against #1 Challenges Brand had lost so much relevance against its core consumer audience – younger consumers – that it was critical to “go back to basics” and build a foundation for future growth Additionally, the Brand was losing opportunities to capitalize on key, growing multi-cultural targets, particularly the Latino community…

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