Lucid360: Brand Value Innovation (Intro)

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We help businesses create new value for their brands.

Transcript of Lucid360: Brand Value Innovation (Intro)

  • 1.Brand Value Innovation 2014

2. Brand&Value&Innova.on&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&July&2014&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&Lucid360 We Help Businesses ! Create New Value for their Brands 3. HQ Offices in New York and Shanghai Capabilities across key international markets Brand&Value&Innova.on&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&July&2014&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&Lucid360 4. Brand&Value&Innova.on&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&July&2014&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&Lucid360 New Brand Value Solutions Delivered: 5. Brand&Value&Innova.on&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&July&2014&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&Lucid360 What We Believe: Different Brands tap into! Similar Consumer Motivations. 6. Brand&Value&Innova.on&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&July&2014&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&Lucid360 Different Brands Tap Into Similar Motivations Different brand approaches to similar consumer motivations. They are just using their own blend of touch-points & cues: 7. Brand&Value&Innova.on&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&July&2014&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&Lucid360 Brand Comparisons Help Teams See Future Value Better outcomes delivered knowing what success looks like from the outset 1. Biz teams 2. Consumers Future Insights Brand comparisons help business teams to more easily see what success looks like: New approaches to growth cannot be easily seen from what your brand has done in the past. Comparing different brand approaches to similar consumer needs helps to: 1. Zoom-in on the idea that the brand wants to own 2. Create new ways to deliver the idea to consumers Result: we refresh how brands deliver their key benefit by creating even more valuable cues and touch-points. 8. Brand&Value&Innova.on&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&July&2014&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&Lucid360 What We Do: - Clarify the Brand Idea - Create New Brand Growth 9. Brand&Value&Innova.on&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&July&2014&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&Lucid360 Lucid360 Brand Projects Have Two Deliverables: 2. Create New Brand Growth: Biz teams + consumers Compare-Contrast different approaches to the same idea from across categories to find viable growth opportunities ! ! Ex. Playful Refresh: sodas to household fragrances. 1. Clarify the Brand Idea: We help brands crystallize the distinct idea they want to own within their category 10. Phase 2: Consumer New ! Experiences Compare-Contrast Process: Compare-Contrast 1: Inside Category Compare-Contrast 2: Across Categories Brand&Value&Innova.on&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&July&2014&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&Lucid360 Biz teams and then consumers compare brands that tap into similar ideas. Phase 1: Business Value ! Growth Routes Win-Win Propositions Comms NPD/ Pack ServiceChannel 11. Brand&Value&Innova.on&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&July&2014&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&Lucid360 Process to Clarify & Create Brand Growth: Video 12. Global&&&local&scenario&planning& Fine1tuning&vision&&&viability&for&top&concepts& Decisions:&priori9es&&&planning&next&steps& Workshop:&idea&seeds&to&full&concepts& Brand&Value&Innova.on&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&July&2014&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&Lucid360 From Exploration to Final Concepts: Snapshots 13. Breaking out of Breakfast: White Space Opportunity A great balance of strategic analytical skill and creative envisioning a great partner for brand innovation. Extremely insightful, makes the learning very actionable. Pepsi Marketing Director Dairy beverage + oats inclusion scored top results in forecasting and was launched successfully in market. Our recommendations also helped to inform the communications supporting the launch. Our Solution Result The Challenge We used Compare-Contrast to optimize a new dairy product concept with oats inclusion for easily drinking between meals, when on the go. Compared different types of dairy & on-the-go beverages to guide NPD for both satiation and convenience. Successfully launched in market, supported by communications. How can we build a proposition for Quaker Oats cereal other than as a breakfast for home occasion? 14. There is a difference between a painkiller and a lifestyle-enabler. For GSK, efficacy was a right to play but not a right to win in the category. These sensorial cues helped consumers to know when the product was working, actively communicating to consumers that pain wasnt stopping them from living their fullest lives. Compare-Contrast helped our client identify NPD solution while overcoming regulatory restrictions on making any changes to the analgesic dosage itself. We realized a new value way to co-opt sensorial feedback cues from cosmetic bandages to create a more premium & reassuring experience. Increase market share for a pain management bandage strip. Our Solution Result The Challenge Reassuring Sensory Feedback: Winning Market Share Compare-