TARGUS ON TRACK
By Bobby Riley | March 18th, 2010
For those who remember our partnership announcement with Bagmaker Targus back in November may recall our genuine excitement to forge a meaningful engagement around originality, authenticity and credibility to leverage each others vision and gifting around the outdoor active audience, great design and immersive communication. Well, the partnership has been going really solid as we just completed our first phase of four with them this week.
Phase 1 consisted of an involved a market research study headed up by Daniel Vogelzang a principle and Director of Operations here at Soldier along with Andy Lubets our Director of Product Design. The 3 month undertaking included a channel audit including both industry and insider data, competitor research, consumer research with a rigorous methodology to forge results, which we presented in a 250 page book with rich information graphics, charts and diagrams to make the information come alive and be beautiful.
Data was presented in Irvine, CA to the senior management team at Targus, which we received rave reviews on how data was presented, analysis of raw data, key recommendations and the ability to unearth critical signals amongst the noise, which was imperative for Targus who is steeped in consumer research & testing to develop the product they make, sells-in, and sell-through, as one of the largest bag manufacturers in the world.
Following the market research presentation was an intensive Brandseeking™ session (Soldier’s structured method for creating, realigning or empowering the story of the company’s Truebrand) that we took to Newport Beach, California. Findings inform strategic the execution of holistic brand creation and consumer experience planning as we move into the next three phases with Targus. Results will come in the form of an Action Intent Guide (AIG), helping to navigate all stakeholders through future decision making with newly focused information.
We look forward to keeping you posted and hopefully soliciting some of your thoughts moving forward.