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Case Studies
Musicmaker.com was a nascent website which allowed consumers to create their own, unique cd's, essentially becoming their own 'music maker'. In focus groups, the concept tested very well until it became clear that Musicmaker's inventory was very limited. A diehard 19-year-old's musical appetite could not be sated.
brandthis conceived of a brand positioning and marketing strategy which allowed Musicmaker.com to overcome its limitations. By providing custom-made compilations and the ability to add the personal touch of graphics/greeting card, Musicmaker.com became a great destination for well-priced, personalized gifts. This positioning and the subsequent marketing strategy created the framework for a very vital brand with strategic alliances in development with other brands such as hallmark.com and wines.com.
The Center for Corporate Health, a revenue generating business within the MSNYU organization called upon brandthis to revamp its marketing materials. brandthis initiated a led a focus group of end users (human resources personnel) who identified some key issues as it related to both the delivery and content of the materials. A mention of 'it's somewhere in the stack' led brandthis to propose a fully customizable and contained marketing kit which would be packaged in a pendaflex file to be placed and updated right in a customer's files. Brandthis also worked with the CCH to rebrand itself as the Center for Corporate Wellness complete with a new identity package. Program participation among existing and new clients is up significantly.
Screenvision was one of the pre-eminent providers of in-cinema advertising in the United States. Screenvision was acquired by Technicolor and the plan was to change Screenvision's name to Technicolor Cinema Advertising. brandthis was brought in to help navigate the transition.
brandthis identified the transition as more than just a name change - for all intents and purposes it had to be a total re-launch of the brand externally and equally importantly internally. brandthis drafted a fully integrated marketing plan which included an agency search, development of a new brand identity, an internal and external communications plan, a full complement of marketing and sales materials, and a fully developed sales meeting to launch the new brand. TCA continues to be a leader in its field and has been achieving record sales each quarter.
Mount Sinai had made a major investment in a group of doctors performing laparoscopic bariatric surgery on morbidly obese patients; however, there was a recognized need to increase awareness of and drive traffic to the program which faced significant competition in the New York market. Whereas competitors were promoting themselves based on success rates and using complex medical terminology, brandthis proposed that the Mt. Sinai group let some satisfied customers tell their stories, a strategy which led to unprecedented scheduled surgeries and a front-page article in the NYT.
Despite an untarnished reputation and consistently high patient satisfaction ratings, the Rusk Institute for Rehabilitative Medicine was losing business to other facilities. Given unacceptable waiting periods and a current dearth of facility space, RIHM was either being rejected by referring physicians and potential patients or forced to refer these patients to other facilities. And whereas there was a plan underway to erect a new facility, the best-case scenario called for completion within 3-5 years. brandthis identified that it was important, if not imperative, to keep the Rusk name out there and to maintain and enhance its brand equity, not to mention patient occupancy rates, through this transition phase. brandthis drafted a marketing a communications strategy which would shepherd RIRM through this difficult period. To date, patient satisfaction ratings and occupancy rates continue to be extremely high and patient referrals have increased significantly.
The Downtown Alliance of New York approached brandthis to help them launch their new 'green' electric jitney service downtown. Much like the City Harvest trucks, brandthis envisioned these colorful buses as true brands unto themselves and drafted a marketing plan that made the experience on the bus the center of the brand positioning. The Alliance has not yet launched the jitney service.
brandthis conceived of a brand positioning and marketing strategy which allowed Musicmaker.com to overcome its limitations. By providing custom-made compilations and the ability to add the personal touch of graphics/greeting card, Musicmaker.com became a great destination for well-priced, personalized gifts. This positioning and the subsequent marketing strategy created the framework for a very vital brand with strategic alliances in development with other brands such as hallmark.com and wines.com.
The Center for Corporate Health, a revenue generating business within the MSNYU organization called upon brandthis to revamp its marketing materials. brandthis initiated a led a focus group of end users (human resources personnel) who identified some key issues as it related to both the delivery and content of the materials. A mention of 'it's somewhere in the stack' led brandthis to propose a fully customizable and contained marketing kit which would be packaged in a pendaflex file to be placed and updated right in a customer's files. Brandthis also worked with the CCH to rebrand itself as the Center for Corporate Wellness complete with a new identity package. Program participation among existing and new clients is up significantly.
Screenvision was one of the pre-eminent providers of in-cinema advertising in the United States. Screenvision was acquired by Technicolor and the plan was to change Screenvision's name to Technicolor Cinema Advertising. brandthis was brought in to help navigate the transition.
brandthis identified the transition as more than just a name change - for all intents and purposes it had to be a total re-launch of the brand externally and equally importantly internally. brandthis drafted a fully integrated marketing plan which included an agency search, development of a new brand identity, an internal and external communications plan, a full complement of marketing and sales materials, and a fully developed sales meeting to launch the new brand. TCA continues to be a leader in its field and has been achieving record sales each quarter.
Mount Sinai had made a major investment in a group of doctors performing laparoscopic bariatric surgery on morbidly obese patients; however, there was a recognized need to increase awareness of and drive traffic to the program which faced significant competition in the New York market. Whereas competitors were promoting themselves based on success rates and using complex medical terminology, brandthis proposed that the Mt. Sinai group let some satisfied customers tell their stories, a strategy which led to unprecedented scheduled surgeries and a front-page article in the NYT.
Despite an untarnished reputation and consistently high patient satisfaction ratings, the Rusk Institute for Rehabilitative Medicine was losing business to other facilities. Given unacceptable waiting periods and a current dearth of facility space, RIHM was either being rejected by referring physicians and potential patients or forced to refer these patients to other facilities. And whereas there was a plan underway to erect a new facility, the best-case scenario called for completion within 3-5 years. brandthis identified that it was important, if not imperative, to keep the Rusk name out there and to maintain and enhance its brand equity, not to mention patient occupancy rates, through this transition phase. brandthis drafted a marketing a communications strategy which would shepherd RIRM through this difficult period. To date, patient satisfaction ratings and occupancy rates continue to be extremely high and patient referrals have increased significantly.
The Downtown Alliance of New York approached brandthis to help them launch their new 'green' electric jitney service downtown. Much like the City Harvest trucks, brandthis envisioned these colorful buses as true brands unto themselves and drafted a marketing plan that made the experience on the bus the center of the brand positioning. The Alliance has not yet launched the jitney service.