Better targeted products faster to market

Better targeted products faster to market
The example: From strategy to launch, here’’s how we did it for a new sports nutrition supplement
The Background
The Healthy Marketing Team (The HMT)
The Healthy Marketing Team (the HMT) is a strategic Brand
Positioning agency. Founded ve years ago by Design Bridge
and healthy marketing guru Peter Wennström, the HMT helps
clients nd exactly the right target consumer and brand position
to succeed in the fast moving health and wellness market.
Harnessing decades of experience in positioning for health to
create tools, models and best practice examples, the HMT can
precisely map the development of a category; nd the strongest
position for any food or beverage proposition; identify the ideal
consumer; and select relevant brand messages to engage those
consumers and their health motivations.
As global Implementation Partner for HealthFocus International the 34 market trended survey into consumer health motivations the HMT analyse data to predict food & beverage category
developments. This gives clients a position that is right for their
country, market and brand.
The healthy marketing model, in conjunction with Wennström’’s
Four Factors® for brand success, are fast becoming industrystandard approaches. Combining HealthFocus consumer data,
the HMT’’s practical rapid-research and rapid-prototyping
delivers on the HMT promise of better targeted products
faster to market.
Peter Wennström
HMT President
Sam Waterfall
HMT Consultant
Neal Cavalier-Smith
HMT Managing Director
Design Bridge
Design Bridge is an international brand design agency with
nearly 25 years experience in developing brands and
brand experiences for clients such as Nestlé, Unilever,
Carlsberg and UEFA.
From 3 ofces in London, Amsterdam and Singapore,
Design Bridge actively works in over 40 countries at any
given time, supporting clients on brand challenges ranging
from strategy (naming, positioning, architectures, sustainability
etc) to production implementation and everything in between
(integrated brand and marketing comms, packaging design,
identity creation, NPD and 3D innovation etc). As The HMT's
creative partner, Design Bridge takes HMT product positioning
and concept generation to create better targeted brands.
Design Bridge & The HMT
Here is an example of an innovation project, combining The
HMT brand denition and strategy with Design Bridge creativity.
1ne Brand denition
Where to nd a gap?
Where to play?
How to win
market mapping
Opportunity
gap
Product based
science
••
••
••
••
••
Amateur sportspeople
Uninspired by cliches
Know what they want
Know what they don’’t
Performance over taste
the extreme
The consumer
•• Serious amateur
•• Uncompromising
•• Dedicated to results
What do we get?
Big Brand Idea
The brand essence the basis for all
creative work
Unsophisticated, masculine, jargon-lled and intimidating,
the challenge was to create a sports nutrition supplement
readily accessible to a more mainstream target audience who are they and what do they want to achieve?
Currently, sports nutrition brands range from the scientic
(unengaging, uninspiring and unemotional) to the extreme
(intimidating, unsophisticated and over-the-top) with little
aimed at amateur or mainstream consumers.
Understanding the target audience to create an
inspirational brand that really engages with their
performance aspirations yet doesn't resort to cliches
or commoditised sports nutrition language.
2wo Creative direction
3hree Project creation
4our Production implementation
Sensory codes
Design generation
Touchpoints
Taking the Big Brand Idea from
concept stage to design development.
Expressing how the brand will look
through different creative projects.
From textures and materials to the
nal embossing detail, we ensure
that every consumer touchpoint
Inspires Performance.
For more information, please contact
Matthew McCoy
Group Business Development Manager:
Tel:
Mob:
Email:
Guiding Principles
A denition of key values
(using words and pictures)
to help judge all future work
Bringing the concept to life through establishing the
brand's visual language including colour, typography,
form, iconography, materials and photographic style
to support the development of all brand touchpoints.
First Expressions
We can start to explore how
the brand may look:
•• Launch-kit
•• Packaging
•• Merchandising
+ 44 207 418 1170
+ 44 7779 362 137
[email protected]
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