Brand Doctors 5 7

Global Marketing and Advertising Counselors Global Marketing and Advertising Counselors

We create strategies that result in growth and revenue generation for brands.

Global Marketing and Advertising Counselors


How can you know that we will do it for your business?

See what we have done for others.

Read what clients say about us.

Meet and talk with us about what you want to achieve.


“Joel Baumwoll has one of the best marketing minds in America.”

Paul Harper — (former) Chairman, CEO Needham Harper & Steers Advertising

“Joel Baumwoll is one of the leading marketing thinkers and professionals in our business today.”

Burt Manning — (former) Chairman, CEO J. Walter Thompson

“I have worked with many consultants, and have found none as action-‐oriented and clear thinking as Joel.”

Alan Soucy — CEO Advanced Precision Engineering

“Your business acumen and savvy helps us to grasp quickly the implications of changes within the Chinese business environment, develop products that blend with the Chinese daily usage and yet keeping the American roots.”

Edward Cheung — Director of Marketing

Hormel Foods International China

“Thank you for the excellent results of the project you completed. We are working on the implementation of some of the items which I am sure will be successful.”

Jim Gallagher — President, Director General Friskies Europe


How we work

We start by asking four questions; and answer them in surprising ways.

Where is the brand now? How did it get there? Where could it be?

How could it get there?


How we are different

DIAGNOSIS is what sets us apart.

As any top rank doctor will tell you, the most important skill in medicine is diagnosis. Once the nature and cause of a problem has been determined, the course of action becomes clear.


Diagnosis>The Solution

Our success is based on our ability to identify the essential nature of the problem or the issue and create the strategic solution.

That is the hallmark of our work.


What have we done for our clients?

Global Marketing and Advertising Counselors Global Marketing and Advertising Counselors Global Marketing and Advertising Counselors Global Marketing and Advertising Counselors


V-8 had everything as brand wants, except volume.

Q. What does “I coulda had a V-‐8” mean?

A. “V8 is a healthy juice made from vegetables and spices. It is better for you than other drinks. So when they say, "I coulda had a V8" they're angry at themselves for not choosing a healthy and tasty juice drink."

If so many people feel the product is so good, why don’t they drink it more often?


If they buy it warm, in large cans, they will store it out of sight on a warm shelf, and rarely remember to drink it.

If they buy it cold in small cans, they will store it cold, see it often, and drink it more frequently.

Key Insights


The Strategy

Turn V-‐8 into a “soft drink”: Packaging, distribution, branding, look, feel and advertising. Sell it cold.


Today, millions are glad they had a V-8


The Problem

How to transform Nestlé newly-‐acquired German sausage maker into a fast-‐ moving packaged food brand without losing its quality image?


Diagnosis

Herta was old fashioned and not in touch with younger consumers’ tastes.

Herta’s equiAes, taste, freshness, convenience and authenAcity were extendable into forms and ingredients beyond sausages.


Brand prescription

New brand attributes

New range architecture

New foods


Health/wellness Convenience/ease Appetite appeal

Versatility

New brand attributes


New foods

Poultry Seafood Beef Dough


New range architecture

Herta as a main course an ingredient an enhancer

a snack


Herta before


Herta Today


With no Crayola value proposition, cheap imports undersold it by a wide margin.

Crayola had become a maker of cheap plastic toys.

The business problem


Crayola doesn’t make toys. It creates products that help develop young minds.

The Key Insight

Crayola stimulates creativity with high quality, value-‐added products, associated with form,

color, shape and design.


Crayola Transformed

Global Marketing and Advertising Counselors Global Marketing and Advertising Counselors Global Marketing and Advertising Counselors


Carnation acquires a super- premium chilled pasta and sauce company

At the time, home-‐cooked spaghetti was cheap belly filler food, mostly for children.


Diagnosis

The new chilled pasta and sauces were comparable to restaurant quality pasta entrees.

The brand position had to transform spaghetti and meatballs into “pasta and sauces.”


Brand evolution

The range was launched under a well-‐known American trademark.

Its success prompted Nestlé to turn it into a global brand.


Today, that vision is realized around the world.

Global Marketing and Advertising Counselors Global Marketing and Advertising Counselors Global Marketing and Advertising Counselors

Turning a dish of dog food into a $300 million brand.


The consumer insight

Dry dog food is cheap and convenient. That is why millions use it.

But many dog lovers feel guilty, believing dry dog food is boring.


The product solution

Blend dry kibble with soK, chewy meaty morsels. Price premium to dry but below super premium specialty brands.

Owners feel dog is happier, they are no longer guilty.


Joel Baumwoll The diagnostician

Clients served by Baumwoll include AARP, Nestlé, GE, Hiram Walker, Bacardi, Colgate, Hormel, Hormel China, T.J. Lipton, Chipita International s.a. (Greece), Carnation, Department of Child and Adolescent Psychology at Columbia University, REACH Institute for Children’s Mental Health, GE, Sandoz Pharmaceuticals, Republic Bank, Friskies Pet Foods, GHI, Oscar Mayer, National Coalition on Health Care, HAMZTEC, a therapeutic medical device start up, La Vanguardia newspaper of Barcelona, Spain, Yeshiva University, Seagrams, Morgan Stanley Wealth Management, Campbell Soup Company, Pasqua Coffee Bars.


Joel Baumwoll Paul Harper, Chairman Emeritus of Needham Harper & Steers Adver>sing said of Baumwoll: “He is one of the best marke>ng minds in America.”

A leader in the fields of marke>ng, adver>sing and research for over four decades, Joel is owner of Brand Doctors, a strategic consultancy. …President of Audits and Surveys, a worldwide marke>ng research company. …Vice Chairman and President of Needham Harper and Steers Adver>sing, …Execu>ve Vice President in charge of brand strategy, research and US media for the J. Walter Thompson Company. …Vice President Associate Research Director, Grey Adver>sing.

Joel conceived and posi>oned the Amtrak Metroliner service, the largest revenue producer in the Amtrak system; Contadina (Buitoni) Refrigerated Pastas and Sauces, Kibbles ‘n Bits Dog Food, over ten new range entries for Herta, Nestlé’s European refrigerated meat company, and FRIS Vodka Skandia, a Danish Dis>llers and Hiram Walker joint venture. He advised a global food company on the development of their business in China.

He also won a CLIO for art direc>on of an Amtrak print campaign.


The Core Team

Marty Wolff, Crea>ve and Design Director. Marty is part of the team that idenAfies and arAculates a strategic concept for a new product or exisAng brand, and translates it into words, pictures and images. His genius is his ability to find just the right visual image to convey the precise concept we are looking to communicate.

Samson Hsia, Director of Food Science and Technology. Samson is an experienced food technologist who has developed new food products from some of the world’s leading companies. He works with our team on new food and beverage concepts from incepAon to development of pre-‐producAon prototypes. Products can be delivered to clients as turn-‐key bundles, made to fit into a client’s producAon, distribuAon and markeAng system.


Creating new food products

A turnkey process Identifying an opportunity Creating the concept Developing a total bundle Delivering a pre-‐production prototype


How can we help you?

Develop concepts for new products and line extensions Discover ways to reposition old or tired brands Create strategies to leverage brand equities Diagnose opportunities and vulnerabilities

Design and conduct research for strategic insight


Brandoctors are ready. [email protected]

212 874 7145 646 641 2659

212 874 8636 (Fax)

Brand Doctors 5 7

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