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Established
Brands
Kids evolve, as do their consumer attitudes and product
preferences. All too often, sagging sales or waning trade
or sales force enthusiasm can result. Much of Just Kid's
product innovation work helps to re-energize long-established
brands to update and reinvigorate their appeal to kids. It's
a major component of our innovation teams' work, and is often
every bit as exciting as new product "white space" innovation — often
even more so.
Our "Established Brand Jump Starts" have helped a wide range of the
nation's leading marketers get an established brand back on a growth track in
as little as a few months. Key elements of a jump start or established brand
optimization include:
- Kid need-state
update and assessment: A
renewed, expanded understanding of the real drivers that
govern kid and parent brand preferences, and an assessment
of how they've changed over time for a particular brand. Delivered
through a combination of Just Kid's existing primary
studies and revealing primary research on kid drivers
and your brand's assets.
- Brand positioning
upgrade: Delivery of
a new brand positioning statement with a more relevant
kid insight and a benefit statement with intrinsic kid
selling power. Quantitatively validated through
Just Kid's propriety "What If" research methodology.
- Strategic framework
for growth: A research-based,
fully integrated strategic road-map for brand growth
including a concise summary ranking of key kid/parent
drivers, a new and more powerful brand positioning statement
that reflects them, and a fully-integrated plan to activate
the strategy including — as appropriate — new
direction on product innovation, packaging, news-generating
events, and messaging.
- Strategically
aligned events: With your strategy
in place, Just Kid's creative teams will deliver a range
of product and non-product events that will lift brand
share while reinforcing brand equity without the use
of expensive borrowed-interest licensed properties.
- Product extensions: In
this often-final step, Just Kid creative teams will conceive
and produce a range of ideas for new product concepts
that show further growth opportunities through flankers
and line extensions within your category and beyond.
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