Mobile Phone Company2017-01-19T03:10:30-07:00

Project Description

Mobile Phone Start-Up – Brand Consulting Case

Launching a new mobile phone for kids


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


  • 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


  • 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)

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