Category: Branding and Communication

The client was viewed in the market as being out of touch with consumers and the health benefits that their customers’ food, beverage, and supplements deliver.  The client utilized Concision’s experience in the human nutrition market to facilitate a complete re-branding of their business after acquiring another company.  Concision parlayed existing marketing materials from both legacy companies to contribute equally to the new brand image blend.  The re-branding required new brand guidelines and templates for all software platforms and communication vehicles.  An entire raft of deliverables was provided including tradeshow booth redesign, employee communication road shows, product label redesign, corporate banner and poster redesign, brochure makeovers, internet redesign, speech copywriting, gifts and give-away design, event agenda, invitations, tent cards, and the list goes on.  The brand re-invention was a huge success.  The client was delighted with the level of detail and depth of understanding for this global project by Concision.

The client wanted to pull together a portfolio of finished product concepts using their pre-blended nutritional mixes.  Numerous smaller customers were seeking turn-key solutions and the client had a filing system full of recipes.  There was no comprehensive, organized and appealing library of concepts for clients to browse.  Concision was enlisted to create a common brand identity for these concepts, allowing a client to readily visualize their brand using the client’s premixes.  Concision has the experience in marketing and food science to be able to quickly convert formulations across various applications and suggest appropriate finished product packaging motifs and label claims in compliance with industry regulatory requirements.  This branded library deliverable reduced the time to marketing for the clients’ customers, thereby creating customers more quickly for the client.

The client was faced with an on-line reverse auction for supplying their ingredients to a dietary supplement brand marketer.  Based on all the value-added services they provided, this reverse-auction opportunity felt more like a disaster.  The client had a prescribed time in which they could enter their value-added services into character-limited fields.  The forms would be opened 2 days prior to the reverse auction.  They had the option to leave fields blank, but they needed each word to express volumes about the value they deliver.  Concision orchestrated the submission by conducting a key staff audit of services, products and offerings from the client including numerous items the client regarded as standard, but which were not standard across their competition.  Concision drafted all the form fields prior to access day and the content was internally approved.  When the forms were open on-line, the client had exactly what was required to fill in the forms, allowing them to focus solely on creating a mutually-beneficial price offering.  At the end of reverse auction, the client retained his volume with the customer and were praised as the only supplier that seemed to understand the entire process.  Concision is called concision because it concisely conveys immense value, but only by first listening very carefully.

The client was presented with an opportunity to win over 3 Million AUD in annual business with a leading Australian food manufacturer.  They understood they would likely lose the bid if it was purely based on price.  The client utilized Concision to create a Total Partnership Value bid package.  This package was not only based on the current business at stake, but summarized a decade of partnership touch-points between the client and the customer.   Historical relationships are not always relevant in today’s “what have you done for me lately” market, but the relationships between the client and customer that went all the way to the board level surprised many of the decision-makers.  In addition, the total value offering to the client, when distilled to dollar valuations, clearly outperformed the competition.  The cherry on top was the element of future strategic alliances that, until the advent of the bid package, the client had not fully considered.  The client won the contract for the business and was absolutely delighted with the accurate, creative and inclusive nature of the bid pitch package. Format of deliverable, 34-page PowerPoint deck, plus presentation video with scripts from Concision to coach those who would deliver it.