by cobb-admin | Jan 8, 2019
How do you get two corporate giants to speak with one voice to the same SMB audience?
DELL + MICROSOFT COMBINED MESSAGING
Challenge
Dell and Microsoft had an agreement to co-market Dell desktop computers to SMBs, loaded with the Microsoft SBS Server. Easier said than done. Both had busy, far-flung marketing teams in place, leading to difficulties in effectively combining their messaging and marketing efforts.
Solution
After an audit of all marketing & messaging materials from both Dell and Microsoft, I synthesized a messaging platform that was on-brand and on-target for both sides. The engagement required messaging development, remote team management, client direction, and a fair amount of tact.
Email me and we’ll set up a chat to see if I’m right for your project.
by cobb-admin | Jan 7, 2019
How can a 30-year-old vegan skin care company transform into an ethical beauty brand?
ROLLING OUT THE DERMA-E RE-BRAND
Challenge
Derma E offered 14 different product lines and 180 SKUs in an outdated matrix of gobbledygook messaging, and younger consumers were turning away.
Solution
Younger women see skincare as beauty, so we helped Derma E to streamline their portfolio and emphasize a new brand position of ethical beauty to a younger audience.
Email me and we’ll set up a chat to see if I’m right for your project.
Brand Identity Highlights
by cobb-admin | Jan 7, 2019
How can a new multi-category food brand re-invent and re-invigorate the idea of giving to charity?
Launch GIV, build awareness, drive revenue
Challenge
1/3 of US population in the “Creative Class” are seeking values-aligned companies and will spend more for quality. But who’s filling the need?
Solution
With the brand name “giv” in three iconic letters, we helped the company “own” giving, and redefine what it means to give.
Email me and let's set up a chat to see if I can help with your project.
by cobb-admin | Jan 7, 2019
How can a beverage brand launch a new product line beyond its hippie roots into hipster culture?
NEW PRODUCT, NEW FORM FACTOR, NEW APPROACH
Challenge
Guayaki was the #1 yerba mate brand in the US, but their latest product — mate in a can — needed a new approach to captivate a new audience: the young male energy drink consumer.
Solution
We positioned the product as a healthy alternative to energy drinks, then developed and launched an underground influencer campaign to take the brand from hippie to hipster.
by cobb-admin | Jan 6, 2019
What’s the best way to make raw, sprouted foods sound yummy to Gens Y and Z?
COMMUNICATING BRAND VALUES ON PACK
Challenge
When Whole Foods changed raw from a category to a product attribute, Living Intentions had to evolve beyond being a bulk bin favorite, and finally get credit for being a flavor-forward innovator.
Solution
Redefine raw as food that’s been Activated, and shift the Living Intentions story from nutty-crunchy health food gurus to culinary geniuses that understand both taste and nutrition.
Email me and let's set up a chat to see if I can help with your project.
Target Audience & Design Direction
In Category @ Whole Foods
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