1. We
create
strategies
that
result
in
growth
and
revenue
generation
for
brands.
Global Marketing and Advertising Counselors
2. How
can
you
know
that
we
will
do
it
for
your
business?
Read
what
clients
say
about
us.
See
what
we
have
done
for
others.
Meet
and
talk
with
us
about
what
you
want
to
achieve.
Global Marketing and Advertising Counselors
4. “Joel
Baumwoll
has
one
of
the
best
marketing
minds
“Joel
Baumwoll
is
one
of
the
in
America.”
leading
marketing
thinkers
“Your
business
acumen
and
professionals
in
our
Paul
Harper
—
and
savvy
helps
us
to
(former)
Chairman,
business
today.”
grasp
quickly
the
CEO
Needham
Harper
&
Steers
Advertising
Burt
Manning
—
implications
of
changes
(former)
Chairman,
CEO
within
the
Chinese
J.
Walter
Thompson
business
environment,
develop
products
that
blend
with
the
Chinese
“I
have
worked
with
many
daily
usage
and
yet
consultants,
and
have
keeping
the
American
“Thank
you
for
the
excellent
found
none
as
action-‐ roots.”
results
of
the
project
you
oriented
and
clear
thinking
completed.
We
are
working
Edward
Cheung
—
as
Joel.”
on
the
implementation
of
Director
of
Marketing
some
of
the
items
which
I
am
Hormel
Foods
International
China
Alan
Soucy
—
CEO
Advanced
Precision
sure
will
be
successful.”
Engineering
Jim
Gallagher
—
President,
Director
General
Friskies
Europe
Global Marketing and Advertising Counselors
5. 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?
Global Marketing and Advertising Counselors
6. 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.
Global Marketing and Advertising Counselors
7. 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.
Global Marketing and Advertising Counselors
8. What
have
we
done
for
our
clients?
Global Marketing and Advertising Counselors
10. 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?
Global Marketing and Advertising Counselors
11. Key Insights
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.
Global Marketing and Advertising Counselors
12. The Strategy
Turn
V-‐8
into
a
“soft
drink”:
Packaging,
distribution,
branding,
look,
feel
and
advertising.
Sell
it
cold.
Global Marketing and Advertising Counselors
15. The Problem
How
to
transform
Nestlé
newly-‐acquired
German
sausage
maker
into
a
fast-‐
moving
packaged
food
brand
without
losing
its
quality
image?
Global Marketing and Advertising Counselors
16. 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.
Global Marketing and Advertising Counselors
17. Brand prescription
New
brand
attributes
New
foods
New
range
architecture
Global Marketing and Advertising Counselors
18. New brand attributes
Health/wellness
Convenience/ease
Appetite
appeal
Versatility
Global Marketing and Advertising Counselors
19. New foods
Poultry
Seafood
Beef
Dough
Global Marketing and Advertising Counselors
20. New range architecture
Herta
as
a
main
course
an
ingredient
an
enhancer
a
snack
Global Marketing and Advertising Counselors
21. Herta before
Global Marketing and Advertising Counselors
22. Herta Today
Global Marketing and Advertising Counselors
25. The business problem
Crayola
had
become
a
maker
of
cheap
plastic
toys.
With
no
Crayola
value
proposition,
cheap
imports
undersold
it
by
a
wide
margin.
Global Marketing and Advertising Counselors
26. The Key Insight
Crayola
doesn’t
make
toys.
It
creates
products
that
help
develop
young
minds.
Crayola
stimulates
creativity
with
high
quality,
value-‐added
products,
associated
with
form,
color,
shape
and
design.
Global Marketing and Advertising Counselors
30. Carnation acquires a super-
premium chilled pasta and
sauce company
At
the
time,
home-‐
cooked
spaghetti
was
cheap
belly
filler
food,
mostly
for
children.
Global Marketing and Advertising Counselors
31. 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.”
Global Marketing and Advertising Counselors
32. Brand evolution
The
range
was
launched
under
a
well-‐known
American
trademark.
Its
success
prompted
Nestlé
to
turn
it
into
a
global
brand.
Global Marketing and Advertising Counselors
33. Today, that vision
is realized around
the world.
Global Marketing and Advertising Counselors
34. Turning
a
dish
of
dog
food
into
a
$300
million
brand.
Global Marketing and Advertising Counselors
35. 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.
Global Marketing and Advertising Counselors
36. 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.
Global Marketing and Advertising Counselors
37. 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.
Global Marketing and Advertising Counselors
38. 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,
Joel
conceived
and
posi>oned
the
Amtrak
adver>sing
and
research
for
over
four
Metroliner
service,
the
largest
revenue
decades,
Joel
is
owner
of
Brand
Doctors,
a
producer
in
the
Amtrak
system;
Contadina
strategic
consultancy.
(Buitoni)
Refrigerated
Pastas
and
Sauces,
Kibbles
‘n
Bits
Dog
Food,
over
ten
new
…President
of
Audits
and
Surveys,
a
range
entries
for
Herta,
Nestlé’s
European
worldwide
marke>ng
research
company.
refrigerated
meat
company,
and
FRIS
Vodka
…Vice
Chairman
and
President
of
Skandia,
a
Danish
Dis>llers
and
Hiram
Needham
Harper
and
Steers
Adver>sing,
Walker
joint
venture.
He
advised
a
global
…Execu>ve
Vice
President
in
charge
of
food
company
on
the
development
of
their
brand
strategy,
research
and
US
media
for
business
in
China.
the
J.
Walter
Thompson
Company.
…Vice
President
Associate
Research
He
also
won
a
CLIO
for
art
direc>on
of
an
Director,
Grey
Adver>sing.
Amtrak
print
campaign.
Global Marketing and Advertising Counselors
39. 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.
Global Marketing and Advertising Counselors
40. Creating new food products
A
turnkey
process
Identifying
an
opportunity
Creating
the
concept
Developing
a
total
bundle
Delivering
a
pre-‐production
prototype
Global Marketing and Advertising Counselors
41. 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
Global Marketing and Advertising Counselors
42. Brandoctors
are
ready.
joel@brandoctors.com
212
874
7145
646
641
2659
212
874
8636
(Fax)
Global Marketing and Advertising Counselors