lucid360: brand value innovation (intro)

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Brand Value Innovation 2014

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We help businesses create new value for their brands.

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Page 1: Lucid360: Brand Value Innovation (Intro)

Brand Value Innovation

2014�

Page 2: Lucid360: Brand Value Innovation (Intro)

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We Help Businesses !Create New Value for their Brands�

Page 3: Lucid360: Brand Value Innovation (Intro)

HQ Offices in New York and Shanghai �Capabilities across key international markets

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Page 4: Lucid360: Brand Value Innovation (Intro)

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New Brand Value Solutions Delivered:�

Page 5: Lucid360: Brand Value Innovation (Intro)

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What We Believe:

Different Brands tap into!Similar Consumer Motivations.

Page 6: Lucid360: Brand Value Innovation (Intro)

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Different Brands Tap Into Similar Motivations�

Different brand approaches to similar consumer motivations.�

They are just using their own blend of touch-points & cues:

Page 7: Lucid360: Brand Value Innovation (Intro)

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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.

Page 8: Lucid360: Brand Value Innovation (Intro)

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What We Do:

-  Clarify the Brand Idea -  Create New Brand Growth

Page 9: Lucid360: Brand Value Innovation (Intro)

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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

Page 10: Lucid360: Brand Value Innovation (Intro)

Phase 2: Consumer New !

Experiences

Compare-Contrast™ Process:

Compare-Contrast 1: Inside Category

Compare-Contrast 2: Across Categories

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Biz teams and then consumers compare brands that tap into similar ideas.

Phase 1: Business Value !Growth Routes

Win-Win Propositions

Comms NPD/ Pack

Service Channel

Page 11: Lucid360: Brand Value Innovation (Intro)

vimeo.com/lucid360/brandvalue&&

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Process to Clarify & Create Brand Growth: Video

Page 12: Lucid360: Brand Value Innovation (Intro)

Global&&&local&scenario&planning&

Fine1tuning&vision&&&viability&for&top&concepts& Decisions:&priori9es&&&planning&next&steps&

Workshop:&idea&seeds&to&full&concepts&

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From Exploration to Final Concepts: Snapshots

Page 13: Lucid360: Brand Value Innovation (Intro)

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?

Page 14: Lucid360: Brand Value Innovation (Intro)

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 wasn’t 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-Contrast™ helped us co-opt more valuable sensorial cues from cosmetics.

Page 15: Lucid360: Brand Value Innovation (Intro)

Mints freshen your breath just like gum. How can we best position and grow the mints business, without cannibalizing gum?

We guided the brand to own a more premium and individualistic “professional’s” freshening through TVC communications, while metal was used for packaging, signaling premium quality. Sales rocketed, creating strong brand equity and business growth.

Our Solution�

Result�

The Challenge�

Compare-Contrast™ clearly differentiated between gum and mints freshening (functional, sensorial, emotional, and identity), and then further enriched the mint’s “professional’s freshening” by learning from brands in related categories such as deodorants.

We grew the mints business by finding a unique breath freshening positioning (no cannibalizing of chewing gum) plus new value cues to use across both comms and NPD.

A Fresh Start for Mints: Portfolio Management�

“Very perceptive about what consumers want, combined with a strategic outlook on key business issues… A great partner to have on your brand innovation project.”!– Wrigley Insights Director

Page 16: Lucid360: Brand Value Innovation (Intro)

Leadership

Principal, US & China

Founded by Dara MacCaba, Lucid360 partners with global clients to drive profitable brand innovation, especially emerging markets like China.

Dara was also an Inventor at ?What If! The Innovation Consultancy and Managing Director at TMRC Mind Research (China) and Olson Zaltman Associates (US).

He is a published co-author with Professor Gerald Zaltman of the Harvard Business School on psychological insights to find new value solutions.

Dara is a graduate of Yale University.

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Leadership

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Managing Director, China

Cathy Gu is an expert in Lucid360’s insights and innovation methods, particularly Compare-Contrast™ to identify forward insights & new brand solutions.

Cathy obtained her MBA degree and worked as a marketing strategy consultant in Europe. She also gained experience as marketing executive in the commercial section of the Consulate General of Ireland (in her native hometown of Shanghai.)

Since joining Lucid360, Cathy has successfully led strategic insight initiatives including clients such as Colgate, Wrigley, L’Oreal, Glenfiddich, Danone, Pepsi and many other top global brands in China.

Page 18: Lucid360: Brand Value Innovation (Intro)

Feedback from our clients: �Strategies and solutions that drive brand value

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“…#Lucid360#is#an#excellent#strategic#partner.#They%first%develop%a%deep%understanding%of%the%business%and%then%explore%customers'%unconscious%needs%to%generate%breakthrough%customer%insights.#The#Lucid360#process#for#transla;ng#psychological#insights#into#innova;ve#opportuni;es#and#concepts#is#truly#inspiring#;%I%would%strongly%recommend%the%Lucid360%approach%to%innovaBon...”%%;%Mars&

“Results%were%fully%achieved%…%connec;ng#commercial#and#customer#insights#to#help#clarify#a#successful#route#to#market.”&;%Danone&

“Best#workshop#experience#toDdate!#Most#produc;ve#and#thoughtDprovoking#session.%Took%things%we%knew,%helped%us%see%them%in%new%ways,%and%made%it%fun%and%acBonable.”%–%L’Oreal&

Strategic&Partnership&

Thought1Provoking&insights&

Commercial&Success&

Additional recommendations available: www.linkedin.com/in/daramaccaba&

Page 19: Lucid360: Brand Value Innovation (Intro)

[email protected]

Let’s chat about Brand Value Innovation.

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