Brand Strategy
February 2022 - Marketing Director, Color & Co
L’Oreal was my first foray going in-house and, after working in creative agency of records with a certain ferocity and speed, I have been left with a desire to do more with my experience. I seek to find a brand (large or small) with a challenger mentality. Olfactory NYC is a local start-up in the midst of expansion looking to grow and build its marketing team.
The Ask
Customer Personas
1 -2 fleshed out profiles of this customer including psychographics, demographics and how we are likely to reach her.
Brand Positioning
What USPs (unique selling propositions) should Color & Co emphasize given the personas we aim to target? In this answer, think of the bigger picture competitive landscape – direct competitors in at-home hair color and holistically to where we compete for share of wallet.
Product Design & Packaging
How should Color & Co’s brand image and packaging be updated to reflect these crystalized personas defined in task 1 while leveraging the USPs defined in task 2. Think stylistic mood board, copy, visual suggestions – not expecting graphic design level renderings! Current packaging can be seen on our homepage.
