Wolfgang: Giving Brands their North Star

We excel at disruptive ideas that not only define a brand but redefine the rules of the category. Give us a startup brand in any category, your goals for it, and a data dump. We will present the brand positioning in two weeks with creative ideas and a brand playbook four weeks after the positioning is approved.

 
 

Panda Express | American Chinese Original

Problem: Cheap, greasy, Americanized Chinese, mall food. That’s how Millennials described Panda Express. How do we reposition the brand for a generation of purported foodies that crave authenticity? Embrace the truth. Panda is not authentic Chinese food, but it is original American-Chinese food. Like Orange chicken, created by the Panda Chef, Andy Khao in 1987, all their dishes are original recipes made for Americans.

Positioning: Instead of trying to claim authenticity, own originality: An American Chinese Original.

Result: Restaurant Business Top 500 Panda Express in 2017: #25 Panda Express in 2018: #24 Panda Express in 2019: #21 Panda Express in 2020: #17.

TRUECar | Easy as Pie

Problem: Each year 50 million people buy new and used cars. What they hate most is the car buying process. TrueCar was doing everything to simplify car buying but their message was focused on price, not ease. To complicate matters further, their lawyers wouldn’t let them make any claims.

Positioning: Make TrueCar synonymous with ease without any absolute claims: Quite possibly the easiest way to buy a car.

Result: This was the first idea in company’s history that consumers, car dealers, and lawyers all loved equally. The idea inspired the product team to further simplify the UX for buyers. 

Adidas | Climacool Launch

Problem: ClimaCool was cool in 2002. Thanks to a shirtless David Beckham and their patented vents that kept feet cool. adidas Boost took the cool mantel when Kanye performed in a now iconic white pair at the Grammys. For the launch of ClimaCool Vento, in 2020, we were tasked with reclaiming “cool”.

Positioning: Instead of competing with Boost for cool, we embraced the literal and visceral benefit of ClimaCool: Cool just got cooler.

Result: ClimaCool Vento sold out before the end of Summer 2020.

Jos. A. Bank | Cut No Corners

Problem: Jos. A. Bank is a 115 year old brand that makes traditional workwear for bankers, lawyers, teachers, and the last vestiges of white collar professionals. But it known best for being on sale, even bigger sales on Super Tuesday. It was losing ground to new brands like Bonobos and Zara.

Positioning: Instead of competing with fast fashion brands for trends and discounts, we positioned the brand on values that never go out of style, like integrity, quality, craftsmanship: Cut No Corners.

Result: The original plan to launch the campaign in Spring of 2020 was pushed to Fall 2021. 

Koia | Mmm… Plants

Problem: Koia is a vegan protein drink made for people who love milkshakes, chocolate cakes, and cookie dough. A third of US households consume dairy alternatives, yet only the 3.5% vegans shopping at Whole Foods were buying Koia. They may like some vegan products but vehemently oppose righteous vegan values.

Positioning: Koia is the only vegan drink that is delicious, not righteous. Mmmm…Plants.

Result: Sales growth in 2020 vs. 2019: Jan: +20% Feb: +88% Mar: +97% Koia was named one of the fastest growing companies in the U.S., ranked #187 in Inc. Magazine 500