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      <image:title>DTC Launch Case Study - The Task</image:title>
      <image:caption>We were tasked by the VP of Marketing to not only build and launch a B2B paint company’s first direct-to-consumer brand, but also create a process that would empower the teams and partners to activate the brand ongoing.</image:caption>
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      <image:title>DTC Launch Case Study - The Strategy</image:title>
      <image:caption>A nearly 100-year-old company, known for its focus on products and support for professional painters, needed a growth strategy to introduce the brand to new customers, markets, while beginning a three year business strategy shift.  To do this, we had to determine how their story, support services and product offerings could support consumers in a way the original direct-to-consumer disruptor paint brands had not yet.  Using the equation of credibility, personal support and the shifting definition of what it means to be a DIYer, we created a brand that could compete and win against the top down influencer and one-stop-shop strategies of our e-commerce competitors.  With a small marketing team and big ambitions, we needed to deliver a right-sized and highly directive activation plan and toolkit to create the desired brand experience for both the company and the customer.</image:caption>
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      <image:title>Activation Case Studies</image:title>
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      <image:title>Daiya Case Study -without passcode - The Task</image:title>
      <image:caption>Daiya—a pioneer in plant-based food—was losing share as the market nearly doubled in 2020. In order to compete with the new set of purpose-driven brands, they had to move beyond product marketing to find a deeper connection with their audience through more consumer-driven communications. We were tasked to both deepen the brand meaning beyond food and also create a process that allowed the teams to shift and activate a more meaningful brand in the market.</image:caption>
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      <image:title>Daiya Case Study -without passcode - The Positioning</image:title>
      <image:caption>Working with leaders in brand, marketing, and innovation we uncovered a deeper positioning for the brand. Daiya had always been for everyone—a nationally distributed brand located not just in health stores, but Walmarts. Their welcoming, non-judgmental core allowed us to position them with their ‘flexitarian’ audience as the non-intimidating option. The emotion of judgement-free celebration and individuality paired with the brand's approachable and welcoming portfolio gave the brand the ability to stand out against a stuffy and mildly pretentious category with a message that could attract anyone who was slightly interested in swapping something for plant-based.</image:caption>
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      <image:title>Daiya Case Study -without passcode - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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