A CASE STUDY
UNDERSTANDING MINDSTATES TO HELP CREATE A BRAND AND COMMUNICATION STRATEGY
Recognizing an opportunity in pet behavior products, this manufacturer decided to pursue a path to move from its current private label strategy to having a branded pet behavior product line. The challenge — the client needed to deepen their understanding of “pet parent” consumers and their buying behavior.
How can a consistent marketing story be developed that tightly aligns with the goals and non-conscious motivations of pet parents?
Quantitative online study using RaMP™ to reveal the two most common non-conscious mindstates in the category.
Armed with the Behavioral Activation Brief created from RaMP, the client was able to:
Create a new brand name for the pet behavior product line
Craft a new visual brand language through packaging graphics to tap into the top motivations
Segment its product line based on how consumers think about pet problems
Recommend a shelving strategy to retailers
Create a digital marketing creative and content strategy
Develop POS materials to motivate the predominant mindstate profiles
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