Midsize brands share a potentially daunting challenge.
Typically midsize brands are: Invention Brands – new product launches, Acceleration Brands ready to grow more aggressively, and Renewal Brands seeking new direction. It’s a daily battle against conglomerates that grossly outspend and out-resource them. Unfortunately, they usually do the exact opposite of what they should. Their last dollar is spent on research, instead of their first. They lack conviction in the power and necessity of a tight brand personality and persuasive point of view. They spread themselves too thin with many underfunded, disconnected tactics, instead of fewer, bigger ideas. They abhor creative risk, instead of seizing it as their competitive advantage. They focus on price with the trade, instead of giving a more compelling rationale.
Yet Breakout Brands have overcome the odds to become a household name, brands beloved by consumers.
Is it luck?
Not a chance.
It’s smarter marketing.
Engaging consumers – it’s what we do.
5) You want results – view our success.Brands we've helped to break out:
Feline Pine: Thinking outside the litter box
We transformed Feline Pine from another bag of cat litter, to the brand that's categorically obsessed with cats. Through a total rebrand, Feline Pine's marketing evolved from a basic natural litter product into a meaningful brand that understands and engages its raving fans with boldness and wit. This repositioning has made Feline Pine the best selling natural cat litter in the country, imitated by competitors and a household name among cat lovers.
Ujuice: Populist Premium Juice
Our strategy reinvented a company's disappointing brand into a super premium juice for the masses, Ujuice. Through a strategic mix of pricing, packaging and repositioning, we created a healthy, fun and light-hearted premium juice that appealed to the mainstream and overcame trade resistance. Within four months of re-branding, Ujuice had muscled its way onto the shelves of six national retailers including Costco, Whole Foods and Kroger.
Gerber Childrenswear: Getting real with moms
The Gerber Real Mom campaign moved Gerber Childrenswear from an apparel manufacturer into a brand that moms want to talk with and about. They went from having 450 followers on Facebook to over 14,000 in less than two months. Their marketing dollars are now producing better results than ever with all communication focused around and reinforcing one core principle.