Consumer Products2017-01-19T03:10:31-07:00

Project Description

Consumer Products – Brand Consulting Case

Leveraging and extending the brand to capture new revenue streams


  • Declining market share and decreased category consumption due to disruptive digital technologies
  • Strengths in existing brand equity and mass channel distribution


  • Brand equity assessment to identify potential leverage points
  • Identification of potential extension categories
  • Qualitative research to optimize potential concepts, assess brand fit and determine category attractiveness
  • Sequencing strategy to enter new categories and extend the brand over time


  • Redefinition of the category frame-of-reference, from product to benefit-orientation
  • Integration of significant new business platforms that leverage brand and operational strengths

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