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Course:

 

Brand Planning and Strategy

 

Assignment:

 

In a randomly assigned group of four, we were tasked with developing a creative strategy for Beyond Meat that would increase awareness and consideration of its refrigerated SKUs among the youth audience (18-24 year olds).

 

Throughout the duration of the semester we conducted extensive market research, secondary research, and both qualitative and quantitative primary research. We tested several positioning statements and strategic ideas before eventually presenting our final strategy to representatives from Beyond Meat.

 

Outcome:

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Strategy: "You're Something Really Special. You Should Eat Like It."

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Pitch Deck:

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Key Take-Aways:

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  • Your favorite idea is not always the correct one.

    • Don't look for data to support your idea. Look for ideas to support your data.​

  • Primary research takes planning. A lot of it!

    • Ask all of the questions, even the ones that seem simple and obvious.​

  • Sometimes embracing existing brand perception is smarter than trying to change it.

    • Reaffirm assumptions in a whole new light! (People love to be right)​

  • ​Insights are never obvious. You need to dig and keep digging!​

    • Be open to exploring whatever it is you find.​

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