BRAND AND PRODUCT STRATEGY
TEAM LEAD, CHESKIN ADDED VALUE
BECOMING CONSUMER-CENTERED While Walmart had several home brands for teens and tweens that were stylish and hip, they were failing to address the needs and wants of real parents and youth – which resulted in slumping sales and weakening brand equity. As team lead, I set out to inform product and brand strategy in a consumer-centered approach toward brand building.
DEFINING THE ROOM TO PLAY To establish the foundation for crafting a compelling brand strategy for new youth home brands, I led our team in a deep-dive exploration with parents and their children (ages from three to 21) to understand the wide range of drivers in youth home products, along with the diverse landscape of competitive forces. This helped us define our retailer’s unique “room to play” within the youth home market that effectively leverages their brand – differentiating them with offerings aimed at empowering and connecting parents and children through products that encourage creativity and exploration.