Our Equity Stretch and Brand Extension approach as
it applies to single or multiple brands
We use an equity stretch approach to identify new
extensions where the brand can play by providing meaningful benefits. These
opportunities also serve as a basis for a mega-branding strategy. Extending
a brand can help reach new consumers, reinforce message with existing
consumers, open new distribution channels, and generate bottom line revenue.
By extending a brand we seek to answer two strategic questions:
- Where to extend the brand? i.e. what new product categories to enter; what are the white space opportunities?
We address this question through Consumer Insight Deep Dive;
Market Opportunity Analysis; Strategic Segmentation; and Growth and
Innovation Platform Development.
- How to extend the brand? i.e. how to best execute this extension; what are the pros and cons?
We develop and execute strategies for extending brands
and tapping into unmet consumer needs by a variety of methods which start with
a good strategy and end with best practice execution that may include
acquisitions, licensing, strategic alliances or joint ventures.
We use our Collaborative Innovation framework to Engage, Explore, and Learn to Create:
Understanding & Immersion
Establish Contract for Success
Problem Framing & Hypothesis
Build High-Performance, Collaborative Team Environment
Observation, Ideas & Insight
Map Category/Market Needs & Dynamics
Define Strategic Target
Identify Initial Solution
Create & Adapt Solution
Generate Market Prediction
Establish Market Experiment
Refine solution through Iterative Learning
We leverage five elements to maximize the outcome:
- Stakeholder Engagement - an iterative approach to solution creation
- Technology and Tools – a mix of technologies including video ethnography
- Entrepreneur Council - access to global network of entrepreneurs to identify, plus us or assess solutions
- Collaborative Workshop (CWE) - an open team environment to foster breakthrough thinking by leveraging our Collaborative Innovation Center (CIC)
- Strategic Partnerships - access to know-how and assets to create valuable solutions
|We use a Collaborative Workshop Environment (CWE) to foster creativity and entrepreneurship. We bring together internal constituents and external experts with our team to craft new concepts.
|Gold Eagle: A Breakthrough Proposition to Compete in a
Gold Eagle Company identified Automotive Appearance Care as a major growth opportunity for the newly acquired 303 brand. The space, however, is cluttered with competitive brands which are market leaders in their respective segments. To secure a lower risk market entry it was critical to identify and develop a superior quality and differentiating value proposition which positions 303 as a strong contender to incumbents brands. Retailers needed to see the 303 brand as a serious player to partner with to develop and grow the category.
How we did it
Valen’s strategy was to position the 303 brand as an emerging player and a category challenger whose strength is derived from a foundational understanding of what consumers want. We used real time qualitative research and on-line quantitative research to provide a comprehensive analysis of the Automotive Appearance Care opportunity and its challenges. We identified the key drivers for success and critical insights for the development of a superior proposition. In collaboration with the innovation and brand teams we leveraged real time use and show tests to simulate consumer experience and provide a holistic assessment of 303’s product and package performance vs. competition including messaging, benefit communication, and label design.
The improved and optimized product and package definition delivered a superior total experience relative to key competition and was carried by major retailers such as AutoZone. In May 2017 the 303 products line received the exclusive endorsement from the GAHH Automotive Group as its brand of choice.