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J.B. DAVIS Innovative strategies. Creatively delivered.
Portfolio March 2013
Category Experience
Functional Expertise
Case Study 1 Extending Relevance Of Major Insurance Brand
Case Study 2 Building A Brand By Selecting The Right Competitors
Case Study 3 Driving Revenue By Reclaiming Leadership Status
Case Study 4 Creating Relevant Differentiation For Brand In Tough Fight With Larger Competitors
Case Study 5 Driving Revenue In An Ancillary Industry By Moving Beyond Category Norms
Case Study 6 Sustaining Competitive Advantage By Employing Different Recruitment Strategy
Case Study 7 Competing With Larger Players By Staking-Out More Expansive Brand Positioning
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BLUE CROSS AND !
BLUE SHIELD!!!!!!!!!!
Global !Pharma !Brand!
!!!!!!!!!
Leading B2B Healthcare
Brand!!!!!!!!
Private-Equity Backed
Healthcare Startup!
!!!!!!
RETAIL! HEALTHCARE! CPG! NON-PROFIT! FINANCIAL SERVICES! AGENCIES!
MEDIA! TRANSPORTATION! MANUFACTURING!
100 Year Old
Household Products
Brand!
Well-Known Brand In Personal Health
Segment!
Leading Manufacturer of
Food Ingredients!
!!!!!!!
Category Experience
Functional Expertise
Analyze Competitive Landscapes
= Understand “White Space” for Growth
Review Brand Expressions
= Understand Customer
Experience Across Touchpoints
Gauge Internal / External
Stakeholder Perceptions
= Understand How
to “Live the Brand” /
Understand Channel
Dynamics
RESEARCH
Ideate =
In Structured Environment,
Generate Both “What’s New” and
“What’s Next”
Develop Business Development /
Investor Responses
= Haven Gotten In
Door, Ensure That RFPs and Pitches Powerfully Get the
Job Done
Develop Brand Platforms
= Build Foundation
for Long-Term Relevant
Differentiation
Build Brand Architectures
= Ensure
Components Support Whole /
Ensure Aligned for Growth
Draft Brand Activation Plans
= Strategically Map-Out How to Break
Through Marketplace
Clutter
STRATEGY
Generate “Big Ideas” to Drive
Creative Executions
= Create Overall Expression and Visual, Verbal Vocabularies
Create Names / Craft Tag Lines /
Write Select Marketing Copy
= Infuse Brand Into Initial Touchpoints
CREATIVE
Challenge!
Insurance Brand Wanted To Offer Less Robust Product To Capture Incremental Revenue!
Case Study 1 Extending Relevance Of Major Insurance Brand
Challenge!
But Extension Might Dilute Strong Brand Equities Associated with Leadership Status!
Case Study 1 Extending Relevance Of Major Insurance Brand
Insight (s)!
Develop Sub-Brand Connected To But Very Different From Master Brand!
Case Study 1 Extending Relevance Of Major Insurance Brand
Result (s)!
Name, Color, Type, and Descriptor Communicated Distinction, Allowing Brand To Extend Into Space!
Case Study 1 Extending Relevance Of Major Insurance Brand
Challenge!
Undergraduates At Leading Research University Felt Disconnect Between School Image, Reality!
Case Study 2 Building A Brand By Selecting The Right Competitors
Insight (s)!
College Marketed Itself As “Rah-Rah” But Had Urban, Not Football, Vibe!
Case Study 2 Building A Brand By Selecting The Right Competitors
Result (s)!
Moved Away From Battling Rah Rah Schools, Toward Competing with True Academic Rivals!
Case Study 2 Building A Brand By Selecting The Right Competitors
Challenge!
Retail Arm Of Iconic Brand Suffered From Customer Churn !
Case Study 3 Driving Revenue By Reclaiming Leadership Status
Insight (s)!
Consumers Wanted 1 Stop But Tires Had Much Stronger Presence Than Maintenance / Repair!
Case Study 3 Driving Revenue By Reclaiming Leadership Status
Insight (s)!
In-Store Experience Oriented Toward “Gear Heads” But Real Target Was Moms with Minivans!
Case Study 3 Driving Revenue By Reclaiming Leadership Status
Insight (s)!
Market Confusion Fueled By Dealers Using Brand!
Case Study 3 Driving Revenue By Reclaiming Leadership Status
Insight (s)!
Market Confusion Also Fueled By Ill-Defined Service Brand!
Case Study 3 Driving Revenue By Reclaiming Leadership Status
Result (s)!
“Experience You Want” Positioning Spoke Of Mechanics’ Experience and In-Store Experience!
Case Study 3 Driving Revenue By Reclaiming Leadership Status
Result (s)!
Store Design = Maintenance, Repair, and Tires Given Equal Weight + Leadership Reinforced!
Case Study 3 Driving Revenue By Reclaiming Leadership Status
Result (s)!
Brand Positioning, Look & Feel Extended To Myriad of Other Touchpoints!
Case Study 3 Driving Revenue By Reclaiming Leadership Status
Result (s)!
Business Strategy (All Offerings Equal, Double Value of “Experience”) Aligned With Brand Strategy !
Case Study 3 Driving Revenue By Reclaiming Leadership Status
Challenge!
Circuit City Had Been Losing On Multiple Fronts (e.g., Wal-Mart On Price, Amazon On Convenience)!
Case Study 4 Creating Relevant Differentiation For Brand In Tough Fight With Larger Competitors
Insight (s)!
Self-Service Needs Of Time-Pressed, Over-Messaged Consumers Not Met By Big Boxes!
Case Study 4 Creating Relevant Differentiation For Brand In Tough Fight With Larger Competitors
Insight (s)!
Reorient In-Store Experience To Better Meet Needs of Consumer Electronics Consumers!
Case Study 4 Creating Relevant Differentiation For Brand In Tough Fight With Larger Competitors
Result (s)!
Key Touchpoint, Hang Tags, Became Focal Point of Shopping Experience Via Dedicated “Real Estate”!
! Changed From Features To Benefits!! Created Color-Based Segmentation!! Gave Product Brand More Prominence!! Promoted Up- and Cross-Selling!! Dialed-Down Category Noise!
Case Study 4 Creating Relevant Differentiation For Brand In Tough Fight With Larger Competitors
Result (s)!
Other Key Touchpoints Evolved To Better Meet Self-Service Needs, Drive Incremental Revenue!
Case Study 4 Creating Relevant Differentiation For Brand In Tough Fight With Larger Competitors
Challenge!
Home Equity Category – AKA Second Mortgages – “Loud” Category With Little Positive Emotion !
Case Study 5 Driving Revenue In An Ancillary Industry By Moving Beyond Category Norms
Insight (s)!
Connect With Consumers By Creating A Sub-Brand with Softer Visual and Verbal Vocabulary!
Case Study 5 Driving Revenue In An Ancillary Industry By Moving Beyond Category Norms
Result (s)!
Positioning = “…More Than A Line of Credit. It’s Smart Money Management.”!
Case Study 5 Driving Revenue In An Ancillary Industry By Moving Beyond Category Norms
Result (s)!
Significant Incremental Revenue Versus Pre-Rebranding Control!
Case Study 5 Driving Revenue In An Ancillary Industry By Moving Beyond Category Norms
Challenge!
Though Essential In Hyper-Competitive Pharma Space, Recruitment Efforts Varied Considerably!
Case Study 6 Sustaining Competitive Advantage By Employing Different Recruitment Strategy
Challenge!
Variances Led To Considerable Brand Dilution And Cost Inefficiencies !
Case Study 6 Sustaining Competitive Advantage By Employing Different Recruitment Strategy
Insight (s)!
Target Talent Attracted To Brand By Genuine Opportunity To Make An Impact!
Case Study 6 Sustaining Competitive Advantage By Employing Different Recruitment Strategy
Result (s)!
Brand Essence / Tag Line = “Big Idea” To Attract Target Talent Across Businesses, Geographies!
Case Study 6 Sustaining Competitive Advantage By Employing Different Recruitment Strategy
Challenge!
Established Firm In Wellness / Fitness Center Space Needed Edge Against Much Larger Players!
Case Study 7 Competing With Larger Players By Staking-Out More Expansive Brand Positioning
Insight (s)!
Category Conversation Centered On ROI Or Health – But Not 1 Firm That Brought Both To Market!
Case Study 7 Competing With Larger Players By Staking-Out More Expansive Brand Positioning
Result (s)!
New Brand Essence / Tag Line = New Platform To Discuss Healthy Financials And Healthy Customers!
Healthy(Results™(
Case Study 7 Competing With Larger Players By Staking-Out More Expansive Brand Positioning
