Brand building for startups: how to win consumer mind?

Explore ad hoc, market information, and desk information research, including qualitative and quantitative methods, consumer panels, retail audits, and in market communications tracking, to drive brand building and innovation.

Explore how derived importance and stated importance reveal unmet needs and motivators driving brand choice, and apply a four-quadrant and a brand positioning grid to prioritize attributes.

Define the current brand position using a simple framework, analyze category growth, competitive advantages, and consumer insights with a pesto lens, and plan a win via digital channels.

Learn a simplified brand growth model focusing on two routes—penetration and consumption—to boost volume share, using a streamlined six PS framework.

Explore how price, product, and a strong brand proposition drive market penetration. Leverage the six levers of brand growth while examining unconscious shopper behavior.

Analyze the market situation, set objectives, and stand out by refining your brand proposition and the four Ps: proposition, promotion, place, and PAC to win new consumers.

Explore how brands grow through differentiation and increased consumption, using the six P levers and brand equity analysis to diagnose consumer buying behavior and optimize marketing decisions.

Learn practical, budget-friendly methods to conduct surveys yourself, track brand awareness and leverage across YouTube, Facebook, and Google, and compare performance using templates and analytics.

Learn to uncover unmet needs by combining derived and stated importance, identify key drivers, and prioritize attributes through cross-channel surveys and consumer conversations.

Combine points of parity and points of differentiation to craft a unique value proposition that uplifts your mind and supports a vitality platform with a 'cool down your life' message.

Discover how to name your brand effectively by crafting a memorable, easy-to-pronounce name that signals product benefits and differentiation, and use a positioning statement to link the brand to consumers.

Define consumer insight and target audience, explain current thoughts and actions, and outline desired responses to advertising within a 360-degree green tea campaign across a brand portfolio.

Define a packaging design brief with objectives, insights, and branding. Convey irresistible taste with authentic daste, fruit, and carbonation in a dynamic, colorful style; offer three options per variant.

Develop a research brief to guide qualitative and quantitative studies, define objectives, target consumer, testing flavors, purchase intention, and price, plus methodology and sample size.

Explore two practical models to evaluate freelancer or agency outcomes: sharpness of insight, clarity of message, feasibility, and brand benefits, plus open-minded differentiation that resonates with consumers.

Explore new product concept development as a driver of revenue growth, presenting a practical framework and key distinctions between product concept and communication concept.

Learn how to develop a leapfrog product by delivering a revolutionary multi-touch user interface, desktop-class software on a mobile device, and seamless iTunes integration with an iPhone-like concept.

Learn to fill in the product concept template by crafting a clear proposition, differentiating from competitors and the category, and articulating reasons to believe for lasting brand impact.