neaū Water – Challenge
A bottled water start-up client had advanced technology and little else. Using electromagnets to break down large-grouped water molecules into smaller – and more absorbable – individual molecules, their end product had a host of real benefits.
To make those benefits a reality – and find financing – they needed help across several foundational areas: Brand Naming, Brand Foundations (like positioning), and Category Naming.
Unique filtration process “un-clumps” water molecules, pollutants, easing absorption
State of water: pollutants, minerals, metals, etc. binds together water molecules
Brand Naming
The company needed a brand identity that spoke to the global breakthrough nature of the product. I built a process that took the client through consumer, category, culture and technology insights, built a strategy and goals for naming, and recommended a name that showed a new way to see water.
Brand Foundations: Target, Benefit Ladder, Positioning, Brand Story
To market the new product, they needed an enlightened – and succinct – marketing foundation: target statement, benefit ladder (emotional benefit), positioning, and a brand (origin) story based on the brand’s unique point of difference. Taken together, these would provide direction for packaging, marcom, partnerships, investors, GTM/sales activation – everything that would bring the brand to life
Category/Segment Naming
With a breakthrough new technology, this brand had the opportunity to re-frame the category to their benefit…if they could only put it into words. I analyzed the category, and created language that articulated an impactful, ownable segment.
