CASE STUDIES
Gap Inc. 2007 Annual Report
Their most important asset.
Situation:
An iconic brand, a year of uncertainty, and a changing customer: the 2007 Gap Inc. Annual Report had to tell Wall Street that they were still a viable fashion leader ready to come back stronger than ever.
Solution:
What to do? Show the love. Created the We are Gap Inc. story. The platform promoted Gap Inc.’s most viable asset, it’s people. The annual let the designers, merchandisers and managers tell in their own words why Gap was still the coolest job they’ve had and why it was positioned to reclaim its leadership role. The quotes let Wall Street know that internally Gap had the best people who were committed to the company and it’s vision. The theme was so successful it has been used in a television commercial as well an internal platform to guide the employees and the company’s turnaround strategy.
Nielsen Answers Launch
The leader changes the game.
Situation:
In the information age, there is more data than anyone could possibly sift through. Consumer packaged goods companies and retailers need clarity, not quantity. Nielsen, the leader in the information technology space, created a tool that was built around providing quick and focused data solutions, all from a CPGs executive’s desktop. The product launch needed to tell the audience fast why this tool was revolutionary, and how it would help them win market share and profits.
Solution:
Created the Nielsen Answers Reveals…communication platform. The Nielsen Answers product has many dimensions and layers to it, but the primary benefit, is it’s ability to ‘reveal’ the where the issues are and where the opportunity is quickly. Then took the platform and is applied it to the website and the supporting marketing materials.
P3 Brand Development
The expert in an emerging field
Situation:
An industry veteran, the acknowledged expert and a gifted developer come together to create a small but mighty forensic security firm. Ready for the next level, the company needed a brand that could take it from basic forensic service provider to partner and recognized leader in the global industry.
Solution:
Positioned P3 as the ‘expert’s, expert’ against competition who was using tired technology imagery and communications. The Expert’s Expert elevates P3 to the level of a trusted advisor and consultant and allows them to claim the leadership position within the industry.