Brand Process Support

A disciplined brand development process helps increase the odds of effective brand programs.

If you feel that you're not achieving good results from your brand and marketing efforts, you may have process issues.

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Consumer Insights

Consumer insights help to strengthen brand strategies, innovations, and creative executions.

If you would like to improve the relevance and impact of your brand programs, identifying new consumer insights can help.

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Brand Strategy

Brand strategy is the combination of consumer insights with organizational capabilities.

If you feel that your brands are not competitive, you may need to revisit your brand strategies.

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Brand Messaging

Messaging is the combination of visuals and language that telegraph a brand's key benefits.

If you feel that your brand has important benefits that are not well understood, better messaging can help.

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Creative Development

Creative development should focus on communicating a proven strategic message.

If you feel your creative is not effective despite proven messaging, take a closer look at the creative development process.

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Advertising Testing

All clients should be regularly validating their advertising executions for effectiveness.

While some clients rely on ad clicks as a proxy for ad effectiveness, it's been shown they don't correlate with recall, awareness, or interest.

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About Bob Avena

Bob has spent over 25 years helping to build stronger brands and drive greater sales growth. As a senior advertising executive, Bob led the development of business-building campaigns for several P&G detergent and healthcare brands. At Unilever, Bob's brand leadership for personal wash brands delivered over $75 MM in incremental sales. As a consultant, Bob has led brand development for Whirlpool, KitchenAid, Affresh, Eclipse, Hartz, GlycoFlex, Pet Naturals, and more.

Bob believes that discipline improves creative effectiveness. He relies heavily on consumer insights to elevate the power of creative briefs, and on consumer testing to evaluate the effectiveness of the creative product.

Learn more about Bob's experience, philosophy and key accomplishments.