CenterBrain Partners

Of the many reasons to engage the talents of CenterBrain Partners, none is more compelling than our track record of success.

We're happy to share with you a sample of the many different positioning successes that we've had over the last two decades. From personal care to pickles, tuna to tires, wax paper to women's underwear, camping products to Courses online, and just about everything in between, CenterBrain has played a pivotal role in uncovering the insight and precision crafting the positioning that made our clients' sales and profits grow.

We hope you enjoy the "quick-read" case studies on the next several pages. We look forward to including your brand, product or service in future success story issues.

You can begin today by calling 859.750.7259.

Problem:
How to introduce a new wound-care product in a market dominated by Johnson & Johnson and Kendall-Futuro.

Solution:
Leveraged the unique attribute of the new product (its moisture content) to position it to meet the unmet need of burn treatment (e.g., you put fire out with water).
Focused on gaining trial by occupying the burn treatment niche and building repeat purchases based on the product's extraordinary ecacy.

CenterBrain Positioning Breakthrough:
Professional care with a personal connection.

Results:
Positioning adopted as the corporate credo.
Strategy behind the positioning is used to develop the S.O.P. for matching clients to caregivers.
Strategy is also used to identify acquisition candidates.
Company is sold by holding company at a premium in 2002.

Problem:
How to identify a unique positioning for $100 million home care agency that captures its competitive advantage of better caregiver recruitment, retention and placement.

Solution:
Differentiated the company based on its ability to place not just proper skills but also proper personalities with its clients.

CenterBrain Positioning Breakthrough:
96% Water! They soothe and protect household burns.

Results:
2nd Skin is launched and, despite low levels of support, gains national distribution.
Product pays out in 13 months.

Problem:
How to position and transition a pharmaceutical product to over-the-counter.

Solution:
Refocused positioning on taste, giving people with diabetes the hope of enjoying chocolate safely again.
Reassured health aspects of the product and differentiated these via simple-tounderstand clinical results.

CenterBrain Positioning Breakthrough:
Satisfying, balanced nutrition for people with diabetes.

Results:
Product is launched nationally in 1998.
Product achieves national distribution and sales objectives in less than one year.
Achieves $160 million in sales in 2002.

Problem:
How to reposition an individual healthcare company to target more efficiently, create appropriate expectations and improve customer satisfaction.

Solution:
Rebranded the company away from the concept of insurance to one of protection.
Focused product development on a "life-stage" approach with the objective of generating lifetime customers through a continuum of flexible product attributes.
Developed new logo.
Accomplished all this in 30 days.

CenterBrain Positioning Breakthrough:
Health protection that fits your life.

Results:
New positioning integrated and new products rolled out throughout the organization in December 2008.

Problem:
How to assure efficacy with a natural supplement.

Solution:
Leverage science behind the ingredient testing.
Use doctor's usage of a natural product of implied efficacy.

CenterBrain Positioning Breakthrough:
The science behind the natural power of Pro-Biotics.

Results:
Product launched against Procter and Gamble category entry.
Distribution is gained in mass merchandise outlets.
Positioning deployed throughout marketing mix.

Problem:
How to position a new product form to expand the category.

Solution:
Used knowledge of the underwear category to craft a normalcy positioning for the new form.
Changed consumer perception of incontinence products by referring to the under garments as "underwear," not "diapers."

CenterBrain Positioning Breakthrough:
The closest thing to regular underwear you can buy.

Results:
Positioning achieves highest persuasion in adult care category history.
Product is launched in 1998, reaching annual sales of $250 million in 2007.
Cited as the fastest selling new product in drugstore outlets.

Problem:
How to identify a unique positioning for a line of Huggies toiletries capable of capturing a strong No. 2 position.

Solution:
Differentiated the product line on the bacis of efficacy, moving beyond the category mandatory of "gentle." Efficacy claims were tied to the formula.

CenterBrain Positioning Breakthrough:
Go beyond gentle, to clean, replenish, and protect (advanced care).

Results:
Positioning achieves 62 percent positive purchase intent.
78 percent played back the main idea and found it a benefit over what they had been currently using.
Nearly a 3:1 win over previous efforts (spanning two years).
Product line launched in 2005 and expanded in 2006.

Problem:
How to develop a new brand for Kimberly-Clark in a healthcare area that would provide margins equal to or better than current K-C brands.

Solution:
Refocused strategy from crowded "pampering" platform to one of efficacy.
Established an efficacy expectation and dimensionalized "rejuvenation" through the use of a professional spa reference.
Identified positioning, product line and descriptions, brand name and advertising insight in less than six months.

CenterBrain Positioning Breakthrough:
The touch of professional spa rejuvenation in your home.

CenterBrand Breakthrough:
SpaSensials©

Results:
Positioning clears hurdle for purchase intent, uniqueness and volume potential.
Product is launched in 2006 into test. The first new brand for K-C in over a decade.

Problem:
How to identify a unique positioning for this $600 million textile company that captures its competitive advantage of low cost producer and commitment to "smart" production.

Solution:
Differentiated the company based on its "design" expertise in products and manufacturing and tied this to better value, defining value as being "smart," not cheap.
Dimensionalized comfort and fit with a reference to the ultimate fit through the term "morning-fit" comfort.

CenterBrain Positioning Breakthrough:
Better Value through Better Design.

Results:
Positioning adopted as the corporate mission statement.
Used to anchor the rollout of a new line of consumer products, moving the company beyond the business-to-business active wear category.
New product achieves mass market distribution fourth quarter 2006.

Problem:
How to invigorate a stagnant and slowly declining business, which was losing market share to its major competitor.

Solution:
Repositioned the brand to solve the problem of bunching and riding, using experience in the feminine care category to develop copy that communicated the solution positively and tastefully.
Piggybacked success of new positioning with three new products.

CenterBrain Positioning Breakthrough:
Designed to move with you so they stay comfortably in place.

Results:
New positioning concept resulted in purchase intent of 48 percent "definitely will buy" versus 23 percent for the advertising that Fruit of the Loom was airing at the time (1995).
Business doubled within three years from 50 million units to over 100 million units annually with incremental sales of $50 million.

Problem:
How to provide sales associates with a simple compelling sales story to upsell this new line in store.

Solution:
Differentiated the line based on natural ingredients, linking them to an efficacy benefit (healing).

CenterBrain Positioning Breakthrough:
Helps Your Body Help Itself.

Results:
Full line introduced nationally to all stores in 1997.

Problem:
How to take a high end graphic artist quality product from Germany and position it for kids.

Solution:
Identified an opportunity to give children a new way to express themselves with paint using the Elmer's heritage as endorsement for quality.
Communicated directly to a parental insight that painting is a fun way for children to create, but it's too messy and time consuming and needs supervision.
Answered the plea from moms, "Let me say yes to painting."

CenterBrain Positioning Breakthrough:
The fantastic no-mess way to create with paint! Say "yes" to painting!

CenterName© Breakthrough:
Paintastics© (identified in less than two weeks once positioning was clear).

Results:
Tested in 2005. Launched in 2006. Product expands into mass-merchandise stores in 2006 and is sold on QVC.
Leads paint business (all incremental) to $40 million in annual sales.

Problem:
How to create a unique and compelling positioning to schools for a playground brand that had been traditionally sold only to park and recreation buyers.

Solution:
Differentiated the product line based on "education value". Dimensionalized play beyond just "fun" to "imaginative."

CenterBrain Positioning Breakthrough:
A gateway to imaginative play.™

Results:
Brand repositioned and launched in 2007.
CenterBrain positioning is communicated via CenterBrain written and produced video.

Problem:
How to build sales though a line of children's products designed to get kids ready for school.

Solution:
Positioned to parents' fear or concern that their child might not succeed in kindergarten and might begin to get behind in school.

CenterBrain Positioning Breakthrough:
Helping get your child kindergarten-ready.

CenterName© Breakthrough:
Identified and tested brand name Kinder Ready in just two weeks.

Results:
Product launched in 2006.
Product expands into mass-merchandise stores in 2007.

Problem:
How to revitalize a category and grow sales.

Solution:
Developed a positioning for the Peter Piper's Pickles brand, focusing on the core insight of a parent's desire to empower independence in his/her child.
Supported this insight with a product point of difference called the "picklevator," a tray that lifts pickles out of the brine to avoid a mess.

CenterBrain Positioning Breakthrough:
Traditional Taste for Today's Family

Results:
Purchase intent scores exceed 90 percent with 58 percent of consumers saying they "definitely will purchase."
CenterBrain process is extended to produce television and radio advertising.
Product is launched regionally in 1999.
Rated as one of the top 10 new products in 1999 - Better Mouse Trap Awards.

Problem:
How to create a new segment.

Solution:
Articulated common attributes of tuna processing as differentiating features (steam cooked, hand-filleted).
Discovered a target audience that would pay a premium price for tuna when given a believable reason to purchase.

CenterBrain Positioning Breakthrough:
So meaty and mild tasting, it's good enough to eat all by itself.

Results:
Positioning is incorporated in advertising and packaging graphics.
Product launched in 1994.

Problem:
How to convince consumers to increase product consumption.

Solution:
Leveraged consumer's emotions (nostalgia, thoughts of family) toward a product formerly thought of as a commodity.
Created a positioning leveraging the consumer insight coupled with modern product applications.

CenterBrain Positioning Breakthrough:
The kitchen tradition that does more today than ever before.

Results:
New positioning incorporated in packaging and sales promotion in 1995.

Problem:
How to introduce and position new products that overcome turkey's "bland taste" perception.

Solution:
Identified two new concepts that would compete against other meat choices based on taste.
Dimensionalized cooking using the idea of "creativity" and communicated this within the need for convenience.

CenterBrain Positioning Breakthrough:
Great burger taste that's easy to make and easy to enjoy.
Making it quicker and easier to make a creative meal.

CenterBrand Breakthrough:
Creative Cuts™ / Classic Patties™

Results:
CenterBrain process is extended to develop radio advertising and sales material.
Product launched 3rd quarter 1999.

Problem:
How to leverage brand heritage to an expanded product offering in order to drive sales and realize advertising efficiencies.

Solution:
Uncovered a "goodness" insight linked to tradition and the icons of fun (Miss Chiquita, Banana Stickers).
Married this tradition with the inherent goodness of fruit and the benets of everyday consumption.

CenterBrain Positioning Breakthrough:
Traditional Goodness in Your Everyday Life.

Results:
Positioning is incorporated in new advertising January 2002.
Expanded line is introduced first quarter 2002.

Problem:
How to establish a unique brand position in order to stem share erosion from generic competition.

Solution:
Leveraged the brand's tradition and tied this to an emotional benefit: "The Toolbox Tradition."
Supported the positioning with heritage and the reliability of the product's performance.

CenterBrain Positioning Breakthrough:
The American Toolbox Tradition - Grips right, locks tight.

Results:
Positioning is integrated to packaging and advertising second quarter 2002.

Problem:
How to leverage new manufacturing technology into a new market in order to provide news for the entire Coleman camping products line.

Solution:
Positioned product's unique point of dierence, "Hot Water on Demand," as a means to provide more time for the aspiration of enjoying more real camping time.
Tied this innovation to the Coleman tradition, lifting perception among trade and consumer buyers that the entire brand has a tradition of making camping more fun.

CenterBrain Positioning Breakthrough:
Instantly gives you more time to enjoy camping.

Results:
Product introduced summer 2003.

Problem:
How to expand a business through new product innovation and complete brand repositioning.

Solution:
Identified a universal, emotional, high-end benefit among all power tool users, regardless of skill level (the feeling of pride and accomplishment upon completing a task).

CenterBrain Positioning Breakthrough:
Done with Skil. Done with pride.

Results:
Innovative new product introduced in 1999 under new Skil positioning.
National television campaign is produced, using the "Done with Skil, Done with pride" positioning.

Problem:
How to translate technological breakthroughs to consumer benefits.

Solution:
Leveraged the consumer's primary need for safety.
Supported positioning with simple explanation of the unique tire technology.

CenterBrain Positioning Breakthrough:
A new more stable design for better control.

Results:
Product launched in 1996.
Expanded product line completed and launched in 1999.

Problem:
How to stabilize declining market share in a business where competitors were outspending Vermont American 3:1.

Solution:
Targeted professionals who used eight times more drill bits and saw blades than DIYers.
Used "professional-strength" as a means to provide an endorsement of quality for consumers.
Identified insight that professionals are patriotic and many are veterans.
Developed the Unmet Needs™ program with the VFW to tie into this insight using spokesperson R. Lee Ermey.

CenterBrain Positioning Breakthrough:
Specialists to the trades in bits and blades.

Results:
Share loss arrested in 2003.
Brand stabilizes and begins to grow 2004-2007.
Unmet Needs program raises over $2 million for families of deployed veterans.

Problem:
How to grow share through new product introductions and new category expansion.

Solution:
Identified several potential consumer opportunities for hi-tech defense department technologies.
Developed the Yardage Pro Laser Range Finder, HoloSight and Xtra Wide Binoculars and positioned them with three large consumer groups (golfers, hunters and sports enthusiasts)

CenterBrain Positioning Breakthrough:
Sets up the shot to take strokes off your game
Up to 3x wider field of view for more panoramic viewing enjoyment

Results:
New products increased company sales by 70 percent ($80 million within 18 months).

Problem:
How to grow business through new product innovations.

Solution:
Identified two new products in the air and water treatment categories.
Developed compelling positionings.
Used positionings to create real and perceived efficacy advantages for two new products.

CenterBrain Positioning Breakthrough:
Micro-fine filtering fast. For better tasting, healthier water.
Helps protect your family from germs and viruses.

Results:
Quantitative testing revealed extremely high levels of uniqueness and purchase intent.
Both products launched with projected sales of $100 million worldwide.
Products launched from ideation to production in just eight months.

Problem:
How to create a convenient way to deliver the right products to non-professional caregivers.

Solution:
Built upon prior healthcare knowledge, leveraging "dignity" as the main brand point of difference.
Created a new level of Customer Service... .Personalized Attention℠ that would establish long-term loyalty.

CenterBrain Positioning Breakthrough:
Dignified product solutions for home healthcare.

Results:
Company is launched nationally in 2006 using CenterBrain developed print and television advertising.
Breakeven achieved 2009.

Problem:
How to reposition a direct response company in order to grow sales.

Solution:
More precisely defined the target consumer (demographically and psychologically).
Leveraged the consumer insight that these consumers placed high value on an educational experience that provoked thought and discussion (non-passive).

CenterBrain Positioning Breakthrough:
Teaching that engages the mind.

Results:
New positioning increased direct response 40 percent.

Problem:
How to overcome consumer apathy towards credit cards and breakthrough with a truly unique offer.

Solution:
Identied a key consumer insight that consumers were seeking greater connection in everyday life, due to technology's erosion of "Americana".
Linked this to a new credit card technology that allowed consumers to choose their own picture to put on the card.

CenterBrain Positioning Breakthrough:
The first card that lets you show your personality whenever you shop.

Results:
Quantitative results showed that almost 40 percent of consumers were interested in obtaining the card and saw a benefit over the card they were currently carrying.
Developed the introductory television advertising, which tested and beat all other major national credit card advertising.
Brand is introduced in 2005.

Problem:
How to differentiate the Union Plus credit card and create affinity and loyalty.

Solution:
Leveraged "Union" pride and the negotiating power of 13 million members.
Linked this to the power of the largest bank in the world (HSBC).
Emphasized correct attributes such as "All calls answered in the United States."

CenterBrain Positioning Breakthrough:
Your Union Power – Everyday

Results:
Positioning is launched throughout the organization.
Expanded to include all Union Plus offerings, including loan and mortgage products.
CenterBrain is asked to execute direct mail for loan products, lifting response 30 percent over the previous "champion."

Problem:
How to reassure a financially anxious public, in the midst of the worst recession in 70 years, that Thrivent was a sound and a prudent choice for life insurance and investments.

Solution:
Leveraged the uniqueness and heritage of Thrivent's fraternal organization, emphasizing its commitment to giving back, even in tough times.
Differentiated the company based on consistently conservative financial practices and a trustworthy representative group, and highlighted Thrivent's commitment to long-term growth.
Positioned the company away from Wall Street and closer to Main Street.

CenterBrain Positioning Breakthrough:
Serving others, through a portfolio of strength.

Results:
Positioning is embedded in all corporate communication.
Membership, assets and charitable giving grows in 2008, 2009 and 2010 despite the gloomy economic conditions.

Problem:
How to introduce a new type of chicken to capitalize on trends toward healthier eating while concurrently overcoming concerns that the chicken will not taste good.

Solution:
Use the heritage of great taste associated with KFC's core chicken product (fried) as the reason to believe the new grilled chicken will taste great, too.

CenterBrain Positioning Breakthrough:
Finally, grilled chicken that tastes good enough to be called KFC. It's the first grilled chicken that's bucket-worthy!

Results:
Advertising is developed using the new positioning that outperforms previous creative 3 to 1 on recall and persuasion.
Unfortunately management changes occur, and the company opts for creative (Try the unfried side of KFC) that actually denigrates the core KFC fried product. Franchisees sue over loss of business related to the ill-fated campaign and launch.

Problem:
How to convince people to try something that tastes great but sounds strange.

Solution:
Leverage the heritage of great taste associated with Long John Silver's battered fish to reassure consumers. Emphasize "batter" and "baja," not "fish taco."

CenterBrain Positioning Breakthrough:
Where Battered meets the Baja. It sounds strange, but it tastes delicious.

Results:
Product is launched systemwide in 2010.

Problem:
How to make Bob Evans a destination for America's favorite meal.

Solution:
Leverage the "down-on-the-farm" heritage of Bob Evans as a reason to believe that Big Farm burgers are bigger, better and tastier than any other. Couple this with new FarmGarden™ sauces.

CenterBrain Positioning Breakthrough:
Burgers are just better "down on the farm." Farm-fresh flavor just doesn't get any bigger.

Results:
New burger menu is introduced in summer 2010.
Burger category sales increase 125 percent.

Problem:
How to make an old-fashioned orange soda relevant to teens.

Solution:
Use the original 1920's positioning (vibrancy) to create an answer to the teen paradox (I want to be unique but accepted by everyone.)

CenterBrain Positioning Breakthrough:
The Vibrant Soda that's acceptably different. Go ahead...Drink in Color.

Results:
Media are redirected toward teens using "vibrancy" fun positioning.

Problem:
How to maintain relevance in a "two cola" world.

Solution:
Uncovered insight about the psychology of the R.C. drinker, positioned to this insight and reassured product taste.

CenterBrain Positioning Breakthrough:
What independent thinkers drink.

Results:
Positioning is integrated into all communication.

Problem:
How to create a differential advantage for students in order to improve the quality of job placement.

Solution:
Balanced the message to solve the problem of students being unprepared for the work environment.
Identified "name-brand" adjunctive curriculum to supplement standard academic preparation. Reinforced faculty strength as academicians and practitioners.

CenterBrain Positioning Breakthrough:
Academically Prepared. Business-world ready.

Results:
Implementation underway in 2009.
Cited by the AASCB (highest accreditation) as a core strategic advantage for the College of Business.

Problem:
How to break through the "sea of sameness" clutter of higher-ed positioning with something that is contemporary, adaptable and captures what makes Ole Miss unique.

Solution:
Build upon the "experience" brand equity that is embodied in the university's traditions, social culture and athletic prowess to create a platform to tell the amazing stories of service, academic excellence and research endeavor that are providing value to the world.

CenterBrain Positioning Breakthrough:
Experience Amazing ®

Results:
Positioning is integrated throughout the campus to all constituency groups.
Enrollment reaches highest level in university history.
Ole Miss is named "Most Appealing" in the Chronicle of Higher Education.

Problem:
How to reposition the School of Engineering to attract new students and build its reputation as a regionally renowned center for engineering education.

Solution:
Identified the key insight that had differentiated the school since its inception but had never been fully articulated: professor/student relationships that helped ensure success through encouragement, patience and an insistence on academic excellence.

CenterBrain Positioning Breakthrough:
We see the engineer in you.

Results:
Positioning is integrated in all communication.
Fall 2010 enrollment levels are the highest in the school's history.

Problem:
How to reposition the School of Journalism and New Media to attract new students to a professional degree program that is undergoing phenomenal change.

Solution:
Identified the key components of a 21st century school of journalism: the need to be academic (storytelling skills), pragmatic (career skills) and dynamic (technical skills) in order to prepare students for success. Used the new Integrated Marketing Communication degree as a way to create excitement.

CenterBrain Positioning Breakthrough:
Get prepared to tell your story.

Results:
Positioning is integrated in all communication including social media, digital and print.
Components of the positioning are built into teaching methods and curriculum.