work samples: case study summaries
brand strategy: not the ultimate riding machine
Challenge: Sell a German motorcycle brand known for yuppy cars in a market dominated by American rebel Harley Davidson.
Solution: Sell the rider, not the brand. Position BMW as the choice of “real” riders crazy enough to ride around the world.
ethnography: keeping it real
Challenge: Help Air Jordan keep their feet on the ground by staying in touch with a key consumer segment.
Solution: Ethnographic research where this segment is most comfortable, on the court.
brand purpose: helping Calm find its core
Challenge: Find the nexus between the people who create Calm (the company), and the people seeking calm ( the customers).
Solution: Defining a brand purpose and brand values that harness to the power of Calm to make the world a healthier and happier place.
creative strategy: depoliticizing a deadly issue
Challenge: identify a creative campaign that finds common ground on one of the country’s most polarizing issues: guns.
Solution: uncover the dynamics of fear and empathy that motivate gun owners to take action without scaring, shaming or blaming them.
product positioning: the dawn of manscaping
Challenge: Turn a brand known as “your grandfather’s razor” into a cutting edge tool for the modern man.
Solution: We took manscaping out of the closet by appealing to male ego - satrically suggesting that it could “optimize” their virility.
new product development: in the land of credit, cash (back) is king
Challenge: Help Citi win card market share without losing the reward rate wars.
Solution: Make 2% feel bigger by cutting it in half. Buying is easy, but paying on time is harder. We rewarded our financially responsible consumers with a “double cash” bonus for paying their monthly bills on time.
