BRAINYFROG Marketing & Consulting, LLC

Growth via strong Brand Strategy & Aggressive Global Expansion

PROBLEM

This consumer brand was the result of a joint venture between two global, well known companies. The brand positioning and management was inconsistent across different countries and as a result was not performing at capacity and did not generate leveraged gross margins.

THE SOLUTION

Developed, executed and analyzed multi-country quantitative and qualitative research to identify the opportunities for brand repositioning. Brand established a global positioning (validated at the country level) with a minor set of countries maintaining a local strategy.
Consulted with 20+ countries to produce impactful brand plans and programs that leveraged global work.
Produced “highest scoring” global advertising and sold work to an increased number countries.
Expanded brand to new markets.
Developed process for country Brand Managers to access, modify (for local market) and utilize global work (developed content for interactive marketing intranet site).

RESULTS

Grew brand +18% in first 12 months
Grew global market share 1 point
Enhanced relationship between headquarters and key regional markets
Improved brand alignment which resulted in improved spending efficiencies