>> Mobile Phone Start-Up – Brand Consulting Case

Launching a new mobile phone for kids

Challenge

• Emerging company developed differentiated product concept (i.e. 3-button cell phone) targeting kids, aged 7 – 14
• With low barriers and constrained resources, brand development is key
• Immediate need to build out concept and obtain additional funding

Action

• Interview internal team members to understand individual partner company
• Brand strategy development, including concept optimization, positioning, brand brief (look and feel, tagline, etc.), and executive/investor presentation

Result

• Study findings used to secure next-stage venture funding; exit strategy executed
• Redesigned product, brand identity, positioning and communication materials (both trade and consumer)
• National distribution channels penetrated (mass retailer and major carrier)