90 Days to a Better Brand
health clubs around the nation will see memberships increase this month as millions of Americans begin running, lifting, and climbing stair after stair after stair. The workout tactics may vary but the objective is the same: Get in shape for summer.
This annual endeavor — and the eventual promise of warm weather — had PROMO editors thinking of a way to prod readers to get their, er, brands in gear. The result: A three-month marketing workout, a quick and easy system to examine positioning, set objectives, identify strategies, and strengthen the marketing mix.
To make sure the schedule is realistic and relevant, PROMO recruited a pair of agency collaborators as personal trainers. And so we graciously (and alphabetically) thank the teams at Chicago-based Frankel and Westport, CT-based Ryan Partnership.
Here’s the first-ever three-month regimen for brands. It’s a quick read, easy to understand, chock full of ideas and — hopefully — thought-provoking.
Note: It’s not necessary to talk to your doctor before starting this program. The workout is meant only to get you thinking. We’re fully aware that most ideas can’t be implemented in just one day, and that true integrated marketing is an ongoing exercise more akin to triathlon training than weekend warrioring.
The chronological listing is divided into two parts, with strategic strength-training advice followed by tactical tips.
DAY1 LOOK IN THE MIRROR
Take a good look at your brand. Some of it might seem flabby and in need of a make-over. But maybe there’s a bit of equity that’s being overlooked. Many brands underestimate their own power and resonance with the customer base.
DAY2 DEFINE THE BRAND
It sounds fundamental, but is your brand really defined? How do consumers see it? What can they tell you about the benefits your brand delivers and the values it stands for? What sets it apart from the competition? If the answers are not clear, refine your message to more clearly position yourself.
DAY3 CHECK BRAND RELEVANCE
Have new competitive entries, advances in technology, changing consumer preferences, or other forces made the brand message less relevant to consumers? Nike and Converse both make great basketball shoes. Nike continues to grow; Converse just declared bankruptcy. Translation: Stay relevant.
DAY4 FIND THE UNIQUE SELLING PROPOSITION
The USP (or point of difference) is what sets your brand apart from competitors. Be sure it is sharply defined, unique, and effectively communicated to consumers at all touchpoints. Analyze your positioning relative to others in the market, and explore opportunities to more clearly differentiate your brand from competitors.
DAY5 CHECK BRAND UNITY
Great brands have both a “left brain” and a “right brain” personality, a rational side and an evocative or emotional one. Coca-Cola has its “secret formula,” plus the memories and feelings evoked by famous ads. Left and Right must be in harmony or you’ll suffer from brand schizophrenia. Be sure your rational and emotional messages don’t conflict or your overall brand message will be distorted.
DAY6 GET THE CONSUMER’S PERSPECTIVE
Pretend you’re the consumer. How would you purchase your brand? Actually go through the purchase process from start to finish. Next, explore how to register a complaint. What type of satisfaction would your consumers receive? This exercise should prove rewarding, and might be surprising. If you identify problems, take actions to correct them and then repeat the process.
DAY7 MAKE SURE PROMISES ARE FULFILLED
Building customer loyalty means always delivering on promises. Build the USP around benefits that are credible and realistic. Don’t make product or service claims unless you’re certain you can keep them, and constantly monitor quality to be sure consumer expectations are met in all areas.
DAY8 MONITOR THE VITAL SIGNS
High brand equity is high customer equity. Keys to building customer equity are brand awareness, image of quality, strong emotional associations, and high customer loyalty. Measure those variables. Monitor them to identify shifts.
Compare brand metrics to those of your competitors. Branding requires a never-ending cycle of setting objectives and strategies, building and implementing programs, measuring key metrics, and repeating the process. Chances are you’re already measuring key “hard” metrics such as sales volume and gross profit. But are you also measuring “soft” metrics like awareness, trial, and comprehension? Those help you understand the brand’s health.
Trends in soft metrics can help determine if short-term tactics are undermining long-term brand building. Shortsighted companies spend countless dollars to build brands, then dismiss as too expensive the research that will tell them how it’s working. Without analysis, you’re shooting in the dark.
DAY9 EXAMINE CUSTOMER SEGMENTS
You can’t please all of the people all of the time — at least not in the same way. Conduct category segmentation studies to understand different consumer groups. Who are they, what do they like, what do they do, and how can you reach them? What’s growing, fading, standing still? Attack opportunity segments with funds redirected from fading segments. Quantify the relative value of key consumer groups. Which segments drive the bulk of your sales? Which segments are most profitable? Once you’ve identified your best customers, find ways to extend and reinforce the brand relationship. Not only will this help build sales, it will help insulate your best customers from competitive offers.
DAY10 BENCH PRESS
Check your media weight. You need the right amount, evenly distributed, to get brand lift without straining.
DAY11 flex SPENDING MUSCLES
Rule of thumb is that 55 percent to 60 percent of all marketing funds should be spent on consumer franchise-building activities. That means promotion and advertising.
DAY12 GO BEYOND “SAVE & GET”
Are promotions strategic or merely tactical? Consumer promotion has evolved into a multi-dimensional marketing tool capable of bringing the brand experience to life in ways that are tangible and meaningful to the target. Challenge outdated notions that promotion is nothing more than a short-term, tactical, savings-driven device.
DAY13 REVIEW CUSTOMER TOUCHPOINTS
Examine each of your consumer contacts as an opportunity to influence and shape attitudes about the brand. Are you using each touchpoint to deliver a singular marketing message, reinforce the brand, and deepen relationships? Develop touchpoint integration: Track customer interactions over time, and use this information to better meet their needs.
DAY14 SCHEDULE A SYNERGY DAY
Plan a full-day meeting, preferably off-campus, to bring together all brand agencies (general advertising, promotion, direct, p.r., ethnic) and internal resource groups to share plans and programs. Collectively discuss the role each group plays in supporting and building brand equity. A key element of the agenda should be to actively investigate and brainstorm over opportunities for integrating marketing voice and consumer presence.
DAY15 BENCH PRESS MORE
Ask your media buyer for a list of value-add events from the networks and magazines in which you advertise. If there aren’t any, look for new media. If there still aren’t any, look for a new media buyer.
DAY16 EVALUATE THE INTERNET STRATEGY
The Web is lightning quick. To keep up, you must constantly reconfirm that your Internet marketing efforts are Grade A. Start with the essence of the home page (navigability, load time, content, interactivity level). Then, consider adding chat rooms, bulletin boards, and links to relevant and complementary sites. (Also, mainstream high-speed Internet access is coming. Are you ready?)
DAY17 DON’T BE A DISTRIBUTION HOSTAGE
Take time to investigate whether distributors and retailers play a dangerously large role in sales. Identify key target segments that aren’t addressed by current distribution and explore the possibility of creating an adjacent brand or business that delivers products directly to customers.
DAY18 CALL THE FIELD STAFFERS
Few people understand the brand’s challenges and opportunities as well as the field sales force. They hear clients and consumers everyday. They witness the competition, and often hear what competitors are planning next. Chances are they’d love to tell you what they know.
DAY19 GO GOLFING
What the heck, you’ve been working hard. Take a break. Oh, and take a store manager with you.
DAY20 TARGET YOUR WEAK AREAS
Simple research will tell you the current status of your brand in consumers’ minds, and will illuminate areas where you need work. Do consumers know you? Are they getting the right brand message? Have they tried the product? Find out.
DAY21 TALK TO THE OLD BRAND MANAGER
Ask what the brand promise was three years ago. Ask how he sees the brand now, from a distance.
DAY21 LAY DOWN THE LAW WITH AGENCIES
Make sure brand-building is a key objective for all plans and programs developed by your agencies. In fact, put it into their evaluation criteria. If you don’t insist on it, you can’t expect it to happen.
DAY23 BALANCE TRADE SPENDING WITH CONSUMER COMMUNICATIONS
Additional shelf space and secondary displays at retail are fantastic, but not if they come at the expense of other consumer-focused brand-building tactics. Avoid zero-sum negotiating for trade dollars. Instead, look for solid solutions such as proprietary consumer-focused programs that synergistically build businesses. Both sides have something to gain.
DAY24 STOP OVER-USING PRICE DISCOUNTS
Other than as a trial tactic, there’s not much good to discounting. Short-term gains are seldom maintained without additional discounting. Plus, price cuts can erode brand equity by training consumers to buy on price alone. That cuts loyalty and compromises brand image. Focus marketing funds on brand-building tactics and leave the price cuts to competitors.
DAY25 REACH OUT FOR STRATEGIC PARTNERS
In an era of global brands and increased consolidation, even the world’s largest companies can’t compete alone. The right partnership — Kraft and Nickelodeon, Disney and McDonald’s — is gold. You can leverage the equity, capabilities, resources, properties, distribution, and other assets of non-competing companies. Consider product, service, promotional, and logistics agreements, as well as event marketing and spokesperson deals. Carefully select partners that are consistent with your positioning.
DAY26 MAKE YOUR BEST CUSTOMERS HAPPY
Make sure your high-value customers are satisfied. Don’t wait until something goes wrong to begin a dialogue with them. Once you’ve identified the best customers, find ways to extend and reinforce the relationship. This helps build sales and insulates your best customers from competitive offers.
DAY27 EVALUATE CONVERGENCE MARKETING
Your online brand experience is no less real to consumers than the offline experience. Online branding must have a look and message consistent with other communications, and it must deliver on the brand promise. The medium is new, not the marketing principles. Don’t cut corners.
DAY28 BE MORE INTERACTIVE
Use interactive programs, delivered via Internet download, CD-ROM, or kiosk, to immerse consumers in a brand experience they can control and tailor to their own interests. Interactivity is the key to building awareness and loyalty online. Games, polls, surveys, and customized content strengthen consumers’ bonds to brands.
DAY29 CHECK ON THE CUSTOMER RELATIONSHIP
Do you speak to all your customers the same way? Create customized messaging, offers, and even special products wherever possible, especially with high-value shopper segments. Develop one-to-one media to deliver the personalization.
DAY30 PUSH PARTNERS IN THE RIGHT DIRECTION
Don’t allow marketing partners to sail away without clear direction. Create an ongoing relationship with them that allows for easy communication of objectives, goals, and results.
DAY31 mine SEGMENTS
Many brands suffer from obsolete assumptions about demographic and ethnic segments. At a minimum, you should know where you (and your competitors) stand with the African-American, Hispanic-American, and Asian-American communities. Various lifestyle segments may also represent profitable markets for products. Gay households, for example, have significant consumption skews in the spirits, entertainment, and travel categories. Be sure your plans capitalize on the realities of today’s market, and prepare yourself for the large and diverse consumer segments of the future.
DAY32 BETTER UNDERSTAND CULTURAL SEGMENTS
Not only will marketers need to understand how Cuban-Americans in Florida differ from Mexican-Americans in California, but they’ll need to know what the brand “means” to each group. Conduct long-term attitude and usage research as well as short-term, one-on-one interviews and focus groups. Explore attitudes, priorities, perceptions, usage history, and unique usage practices.
DAY33 TOUCH YOUR TOES
Make a list of every person who touches your brand’s promotions and ads, including the FSI keyliner and the folks who hand out samples. Wow, that’s a lot of people, isn’t it? Makes you feel like part of a big team, doesn’t it? For extra credit, call them all and say hi — and thanks.
DAY34 RECONFIRM CHANNEL READINESS
Is there a coherent strategy that enables your brand to come to life in a retail environment? Find out what message retail customers receive about the brand. Look at P-O-P, merchandising, in-store promotions, co-promotions, signage. Do they put deposits into the brand “bank” or are they making withdrawals?
DAY35 RECONNECT WITH RETAIL
Conduct a channel partner audit. How are they building their brand with merchandising, cross-merchandising, department size and focus, décor, ads, pricing strategy, and category management? Brands must work with retail partners who are building their own brand or shopping experience. The better you understand retailers and bring programs they need, the better you build your brand in-store. Just opening this dialogue can create an environment of shared goals and may help identify opportunities. Whenever possible, sit down with key accounts and develop an annual or semi-annual marketing plan together.
DAY36 TEST LOCAL RELEVANCE
Whether in the U.S. or around the world, be sure the brand message is properly targeted for local consumers. We all know how brand names or taglines can have dramatically different meanings when translated into other languages. Cultural differences can present additional problems for both products and messages. Be sure brand teams research and think through all issues.
DAY37 SHADOW A CUSTOMER
Office cubicles and PowerPoint presentations don’t cut it. To truly understand how the brand operates in the marketplace, go check out the marketplace. Take a trip to visit consumers. Go to stores. Sit and watch your product on the shelf. Speak with store employees and consumers directly. You’ll never receive the same impact or understanding from second-hand information.
DAY38 START TO BUY, NOT SELL, SHARE
Increase profits by reducing the marketing budget? Bad idea if you plan to be in business for a while. When promotion and advertising budgets are cut to shore-up short-term profits, you’re selling off expensively won share points. Admit it.
DAY39 EVALUATE USE OF BANNER ADS
Don’t waste impressions or distort the brand with indiscriminate ad placement. Instead, create relevant awareness through strategic placement: “Borrow” equity from established, related, non-competing brands and sites. Use an impression-based model for designing and evaluating banner ads. It’s all about CPM, not click-through rates. Keep banner ad designs clean and simple and your logo prominent. Explore opportunities for co-marketing, co-sponsorship, and affiliate marketing.
DAY40 MAKE CREATIVE STAND OUT
Consumers are bombarded with more brand messages than ever before. To stand out in the crowd, the creative needs to be more attention-grabbing and memorable than ever. Challenge conventional approaches and corporate “dumbing-down” of communications. Give staff members time to go the extra mile, but demand they get it right.
DAY41 TRIM THE FAT
Keep your message as simple as possible. Do you really need the sweepstakes offer on top of the self-liquidator? Are you trying to fit a 60-second message into a 30-second ad? Or worse yet, a 15-second message into a two-second impression? Be concise. Less is often more.
DAY42 EXPLORE LICENSING
A well-known brand with strong emotional appeal to consumers can make the most of that asset with selective licensing. For example, toy versions of the brand icon or products could place your logo in living rooms across the country. Licensed apparel allows consumers to make a lifestyle statement and spreads your message among their friends — likely to be target consumers. Choose items for fit with the brand and potential to extend the message’s reach.
DAY43 MAKE THE MOST OF PACKAGING
Some of the most valuable brand-communication real estate is found on the packaging. How hard is it working for your brand? Distinctive packaging can get you noticed and remembered. Coca-Cola translated its classic curved bottle into plastic. If you can’t alter package shape, there’s still graphics, imagery, and colors to consider.
DAY44 FIND NEW DISTRIBUTION OPPORTUNITIES
Look for non-traditional areas to penetrate. Challenge a group of creative people, both internally and at your agencies, to investigate unique packaging, merchandising, special products, promotions, and other programs to make the brand relevant in alternative channels.
DAY45 PLAN A DAY OF TREND-TREKKING
Take the brand team and agencies on a full-day excursion to trend-setting stores that serve your target consumer — or even stores that don’t. Go to boutiques if your target is women 18 to 29. Take in the atmosphere, image cues, and merchandising. Make it a scavenger hunt: Divide into groups and assign each a list of stores to explore. Have teams buy anything that looks interesting, or jot down thoughts that come to mind as they explore each shop. Packaging, color, scent, atmosphere, customer service, and shelving are just a few things to look for. Meet back as one group at the end of the excursion and share “great finds.” Have each team show-and-tell items and how they relate to your brand. This can be a powerful way to create relevant line extensions, new packaging, or just fresh ways to think about the brand.
DAY46 launch AN E-MAIL NEWSLETTER
Sharing information and promotional offers with consumers through HTML and text-only e-mails is a low-cost, consumer-friendly way to increase brand equity through targeted, meaningful communication. Avoid sending unsolicited e-mail. One bad campaign can ruin a reputation with thousands of your highest-potential customers or prospects.
DAY47 EAVESDROP
Ask one of your key retailers what his most loyal customers are like. If he isn’t flattered by your interest, he’s not paying enough attention to his own customers.
DAY48 OPTIMIZE MERCHANDISING
Like the package, the value of merchandising space at the point-of-sale is not to be underestimated. The brand message is being delivered at the very moment consumers are deciding what to buy. Retailers are demanding both speed-to-market and customization, so get the system ready to deliver. Work with retailers and agencies to develop procedures that set common expectations and maximize efficiencies. Seek out processes that reduce lead times for printing and finishing while maintaining cost efficiencies.
DAY49 FIGHT “DISPLAY CARD” MENTALITY
Many marketers spend millions of dollars to get their TV spot just right, then cut corners on a piece of P-O-P that will be displayed inside thousands of Wal-Marts. More people may see the material in Wal-Mart on a weekend than will see the TV ad. Don’t underestimate the brand-building power of P-O-P.
DAY50 TONE UP YOUR REAR END
Look at the back of your package. Is it as compelling as the front? If you need some inspiration, read a Celestial Seasonings tea box. (This won’t take a whole day.)
DAY51 KEEP HANDS OFF THE TALENT
Let the marketing team do what they’re paid to do. Once you’ve established where you are and where you want to go, let the creative minds and hands do their jobs. The best way to put your imprint on marketing materials is often by keeping your hands off.
DAY52 TEST A WIRELESS PROMOTION
Take your brand mobile with a wireless campaign tied to phones, PDAs, or pagers. Pick a group on the go that relies on gadgets and float a text-based coupon or sweepstakes, then measure response.
DAY53 REASSESS COUPON PROGRAMS
Was redemption up or down last year? Find out why. Explore custom publishing, additional co-op programs, and Web-based coupons. If sales are getting bumped by Sunday FSIs alone, fine. If not, find other programs that can move merchandise out of the aisles.
DAY54 SEGMENT PREMIUM PROMOTIONS
Test a regional premium program, one that hands different freebies to shoppers in El Paso and mallrats in Beantown. The deeper a brand relates to customers — and the more consumers see that a brand is trying to relate to them — the better. Work with premium suppliers to find out which giveaway works best where.
DAY55 STRATEGY FIRST, TACTIC SECOND
“Let’s do a sweepstakes!” is no way to start a marketing plan. Get clear on your objectives first, then find the tactic or tactics that will best realize your goals.
DAY56 REORGANIZE FOCUS GROUPS
Stale focus groups are a waste of time and marketing dollars. Breathe new life into the effort by rewriting questions, finding new demographic groups to poll, and adding excitement to the environment. Leave the labs and take the chats into new rooms, or even outdoors. Subtle changes prove catalysts for solid results.
DAY57 TAKE THE FIVE Q POP QUIZ
Do your promotions: Involve your target? Inform, entertain, engage? Add value and incent? Relate to and bond your users? Target by segment, key user group, or regional affinities? Pencils down.
DAY58 SAMPLE IN AN UNCLUTTERED LOCALE
Non-traditional venues are proving fertile ground for marketers out to get product into customers’ hands. Malls, toll booths, movie theaters, and college quads may be great meeting places for your brand and its audience.
DAY59 FIND AN ONLINE PARTNER
You don’t have to be Pepsi and Yahoo to execute stellar online-offline integration. Research where your target is surfing and get in touch with the sites. Dot-coms — now more than ever — are wide open to partnerships that trade home page real estate for tags on packaging or P-O-P displays. Match target audiences and detail what each side will bring to the relationship before signing on the dotted line.
DAY60 EVALUATE SUPPLIERS
Contact promotional suppliers and explore what’s happening in their R&D labs. Never-before-seen products and services are right around the corner. Be the first brand to use them in promotions. If something strikes your fancy, negotiate an exclusivity contract to prohibit another brand (read: competitor) from using it for a specified period.
DAY61 CREATE AN EXPERIENCE
There are reasons why experiential marketing is flourishing. Develop promotions that are relevant, intriguing, and entertaining. Reach out to customers through multiple touchpoints and channels, and engage them in a way they’ll never forget.
DAY62 ASSESS CUSTOMER SERVICE
How easily can an unhappy customer reach you to resolve a complaint? Understand and quantify the relative value of key segments in the customer base. Which segments drive the bulk of your sales? Make sure customer service departments are tuned into this group.
DAY63 ADJUST HOLIDAY CAMPAIGNS
Look back over your brand’s holiday efforts from the last five years. Research results. Then look back at the competition’s programs in the same period. Use the data to rate the programs as A+ or D-. It might be time to re-orchestrate that annual Halloween campaign, or send the Easter Bunny packing.
DAY64 REASSESS THE COMPETITION
Savvy marketers regularly track competitors’ promotions. Investigate every channel, from in-store to online to direct mail. Understand their strengths and weaknesses, and use them to your advantage.
DAY65 FIND THE NEXT POKÉMON
Send the team out to find next season’s biggest craze. Talk to toy manufacturers, Hollywood studios, retailers, and children. The best consultant may very well be your assistant’s 10-year-old daughter. When it comes to kids marketing, timing is just about everything.
DAY66 TALK TO LEGAL
Marketing laws are rewritten all the time — especially when it comes to the Internet. Keep promotions in check by staying in constant touch with the legal department. Learn what changes are on the horizon and how they may impact your plans.
DAY67 ENHANCE PRIZE POOLS
Give shoppers a real reason to look under that cap. Get creative with prizes that offer products or experiences they’d never get without your brand. Whether it’s a ride in a jet fighter, a walk-on role in Hollywood, or a day as Jennifer Aniston’s pool man, make sure prizes are engaging.
DAY68 GIVE FULFILLMENT A ONCE-OVER
Check on all fulfillment operations, from premium shipping to online samples to coupons and direct mail. Meet with distribution centers to find ways of enhancing shipping times or cutting costs. For all direct-to-consumer fulfillment, confirm items are delivered in the promised time frame. It may be time to clean out the warehouse.
DAY69 STREAMLINE SPONSORSHIP PORTFOLIOS
Make sure your sponsorships are effective and efficient by reviewing all properties. Check attendance numbers, demographic figures, and awareness. If a property isn’t making up for the cost of rights and activation, find a new sport. Explore alternative events that attract the same types of fans as larger (read: more expensive) properties.
DAY70 CONSIDER CHECK-OUT POSSIBILITIES
Games in the aisles, coupons on the shelves, and kiosks in the produce department are great. But if you’re considering point-of-sale options, see what might be available where the transaction actually takes place.
DAY71 GO BEYOND THE AD BUY
Push your media outlets to offer more than air time. Try a sponsorship, a watch-and-win game, or a chat room on the channel’s home page. Household cable boxes now run into the triple digits — your audience is out there if you take the time to look.
DAY72 RUN A CAUSE EFFORT
It’s well-documented that consumers will adjust purchase decisions based on a charity tie-in. But cutting a check isn’t enough. Create a community program that shows you really are committed. Get the workforce involved and you may see more smiles around the office, too.
DAY73 READ THE SUNDAY PAPER
In your pajamas. The FSIs look different that way, don’t they?
DAY74 GO BEYOND SIGNAGE AT EVENTS
Consumers are almost oblivious to event signage these days. Find other ways to let the populace know you’re a part of the festivities. One-to-one activities are effective, as are giveaways and post-event direct-mail programs. Remember to use on-site surveying and follow-up telephone polling to confirm your initiatives are working.
DAY75 DON’T RELY ON THE PAST
Yes, the brand has been running that fourth-quarter SLO since time immemorial, and you don’t want to rock the boat. But it never hurts to investigate other options. Maybe it’s time for a whole new boat.
DAY76 GO GLOBAL
Not an easy thing to do, but when it comes to making noise, nothing speaks louder than a shot heard ‘round the world. The logistics are unnerving, so plan ahead and take things slow. Assign overseas marketing departments their share of the workload, but stay in touch to ensure the messages match.
DAY77 CHECK ON HOLLYWOOD
Contact studios and get a list of properties under development over the next few years. Check back every three months to confirm which movies have fallen off the list and which have been added. Keeping on top of studio activity can make sure you don’t hear about the blockbusters too late.
DAY78 GIVE P-O-P AN ELECTRIC PUSH
Merchandising efforts a bit static? Add new dimensions to displays. Test multimedia efforts in grocery stores, custom videos in drug stores, kiosks at airports — anything that can make your P-O-P stand out. (Of course, run the idea by your accounts before you go ordering 10,000 singing endcaps.)
DAY79 USE YOUR HOME PAGE AS A TEST LAB
Internet promotions are so cost-effective they can be used simply to compile consumer information for future sales-generating campaigns. Consumers will generally trade information for the right incentive; make sure the offer matches the request.
DAY80 TALK TO YOUR NEIGHBORS
They’re bound to be more relaxed and candid than a formal focus group. Even if they’re not trendsetters, they know what they like and dislike.
DAY81 STAY IN TOUCH WITH INTERACTIVE TV
Now in its infancy, interactive TV can allow marketers to send targeted offers right into living rooms. Brands will soon be able to fine-tune messages by household. If you’re not ready to dive in yet, at least make sure you’re up to date on the marketplace.
DAY82 READ THE COMPLAINT LETTERS
Disgruntled consumers are quick to point out a company’s shortcomings. And some of their gripes are valid. Give them an objective read before filing them away.
DAY83 STRETCH
Who else might like your brand? What other ways might your current customers use it? What other brand in a completely different category shares your audience? What if ketchup were green?
