Alden’s Ice Cream

Alden’s Ice Cream

Case Study

Alden’s Ice Cream 

Alden’s needed to reboot it’s 30-year old brand for the new natural channel world.

MARKETING THE NEW ALDEN’S BRAND

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 competing marketing teams in place, leading to confusion about how to combine their messaging and market with better more synergy.

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, project management, group facilitation, and a fair amount of tact.

Skills Required

Goto Market Planning

Sr. Client Direction

Z

Project Management

My Role

Senior Strategist

l

Account Planner

Process

U

Audit

w

Interviews

Messaging Hypotheses

Messaging Validation

l

Copywriting

Presentation

Group Facilitation

WORK SAMPLE

The numbers

Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit laborum. Sed ut perspiciatis unde omnis iste natus sit voluptatem accusantium doloremque laudantium totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo ipsum quia dolor sit amet qui dolorem.

  • Conversion Rate – 90%
  • Return Users – 77%
  • Social Following – 85%

Projects

Satisfied Clients

Ongoing Projects

Cups Of Coffee

Outcome

Teams to Integrate

Joint Meetings

Unified Voice

How Can I Help?

Derma-e

Derma-e

Case Study

DERMA-E

How can a 30-year-old vegan skin care company transform into an ethical beauty brand?

Agency: RETAIL VOODOO

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Derma E offered 14 different product lines and 180 SKUs in an outdated matrix of gobbledygook messaging, and younger consumers were turning away.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.

Skills Required

Brand Strategy

l

Messaging & Copy

Product Portfolio Strategy

Z

Project Management

i

Audience Presentation

My Role

Senior Strategist

l

Copywriter

Account Planner

Can I help?

Email me and we’ll set up a chat to see if I’m right for your project.

Process

U

Audit

w

Diagnosis

Validation

Prescription

l

Translation

Creative Development

Implementation

Strategy Sneak Peeks

Brand Identity Highlights

Presentation Highlights

Outcome

x growth in two years

How Can I Help?

Giv

Giv

Case Study

GIV

How can a new multi-category food brand re-invent and re-invigorate the idea of giving to charity?

 Agency: EGG BRANDING

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.

Skills Required

Messaging Development

l

Copywriting

UX Strategy

Sr. Client Direction

Z

Project Management

My Role

Brand Strategist

l

Copywriter

UX Strategist

Account Planner

How can I help?

Email me and let's set up a chat to see if I can help with your project.

Process

U

Audit

w

Interviews

Messaging Hypotheses

Messaging Validation

l

Copywriting

Presentation

Group Facilitation

Strategy Snapshots

UX

Messaging

Outcome

Product Lines

SKUS

Successful Launch

How Can I Help?

Guayaki

Guayaki

Case Study

GUAYAKI

How can a beverage brand launch a new product line beyond its hippie roots into hipster culture?

Agency: EGG BRANDING

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.

Skills Required

Messaging Development

Z

Project Management

My Role

Strategist

Account Planner

Process

U

Discovery

w

Brainstorming

Messaging Hypotheses

Messaging Validation

l

Copywriting

Creative Development

Project Management

Highlights

Outcome

%

Outsold Control Group By

How Can I Help?

Smirnoff

Smirnoff

Case Study

Smirnoff 

How can Smirnoff be positioned as the brand of choice to new generation of vodka drinkers?

Agency: Neverstop

ONCE IN A LIFETIME

Challenge

My task was to develop a brand strategy and message for a brand activation campaign that appealed to 18-35 year olds in North America.

Solution

In answer to the question “were you there when…?, invite an audience of Experience Seekers to “Be There” for once-in-a-lifetime brand experiences.

Skills Required

Messaging Development

l

Copywriting

Strategic Direction

Z

Experiential Design

My Role

Brand Strategist

l

Copywriter

Experiential SME

How can I help?

Email me and let's set up a chat to see if I can help with your project.

Process

U

Audit

Messaging Hypotheses

l

Copywriting

Strategy

Presentation

Strategy Snapshots

Messaging

Goto Market

Campaign

Outcome

Worldwide Campaign

%

sales volume lift

%

Target Customer Acquisition

How Can I Help?