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Revitalizing Brands ​

The Nutritional Gatekeeper is the person who purchases and prepares most of the food in the household.  Changing the behavior of this person will change the behavior of the entire household.

There's an overlooked science to revitalizing mature brands.  Here's what you'll need:
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1. A Framework for revitalization
2. A method of accelerating usage
3. Using laddering to find leverage points
4. Prototyping new brand champions
5. Leveraging Inside Sources 

Revitalizing Brands


Make Old Brands New​


New Uses for Old Brands


A framework you can use to revitalize old brands.  While aimed mainly at packaged goods, it has broader relevance also.
Revitalizing Packaged Goods
File Size: 257 kb
File Type: pdf
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From American Demographics, here's a punchy easy-to-read article on  how to find the secret keys that can make old brands new.  
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Making Old Brands New
File Size: 363 kb
File Type: pdf
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Consumable products -- like foods, cleaners, and personal care products -- should be consumed.  Here's how new uses can accelerate their use and prevent their waste.
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New Uses for Old Brands
File Size: 565 kb
File Type: pdf
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​1. Laddering finds the leverage points

Laddering uncovers the secrets of brand champions . . . and how to best spread the word
Laddering
File Size: 233 kb
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​2. Prototyping brand champions can lead to new ones

Prototyping existing Brand Champions will help you discover how to find the latent next wave of champions out there
prototyping-jtmam_1994.pdf
File Size: 6672 kb
File Type: pdf
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​3. How to find inside revitalization ideas from Inside Sources

Here's the perfect way to locate and leverage inside sources of brand champion insights
Inside Sources
File Size: 194 kb
File Type: pdf
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