Phoenix / Differentiate / Fisher

Creating a unique reason for being.

Differentiate: Brand Repositioning

Industry: Consumer Products

What's the situation?

  • Number 2 Baking Nut nationally
  • Regional Snacking Nut with 4th/5th brand positioning
  • Vertically integrated
  • Broad category coverage across most nut forms

What's our approach?

  • Identified white space in brand positioning landscape
  • Deep dive on consumers’ perceptions of competitive product performance and unmet needs
  • Developed benefit ladder and Reason for Being 
  • Validated Demand-Drive innovation ideas
  • Validated new category adjacencies

Show your work: the results

  • Successfully positioned Fisher Brand for Growth…
  • Now the #1 Baking Nut in US
  • Fisher Recipe Nuts nearly doubled distribution over the 5 years ending in 2016 while also increasing average movement per point of distribution.
  • Validated key product adjacencies
  • Informed Demand-Driven Packaging Innovation

Stock Price Appreciation – Adjusted Close
Adjusted Stock Price Increased from $18 to $70 in three years

Client Says:

“It was a pleasure working with Carrie Shea and Barb Ford and their team on our category segmentation analysis. They took the time to understand our business and listen to our ideas while leveraging their broad experience and expertise to help us develop growth strategies for our business. Importantly, they took a collaborative approach and kept us appropriately involved throughout the process. The result was strong organizational buy-in on the strategies which led to strong business results.”  

Howard Brandeisky, Senior Vice President, Global Marketing & Customer Solutions, John B. Sanfilippo & Son
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