We started by conducting an in-depth brand evaluation in order to locate which areas were struggling the most and why. We used tools developed in-house to investigate the company’s assets, products, processes, sales model, and overall infrastructure. Much to our surprise, we stumbled onto an enormous wealth of USPs that the brand had never communicated in its branding. One example of this was its selection process, which Gourmet Experts had spent three years perfecting. Dedicating over 600 hours each year in the evaluation of new products, the company employed a panel of judges, chemists, product specialists, marketing and sales professionals who all contributed to the discussion and assessment of each product and brand submitted. This was certainly a key differential point of the brand, yet it was never really outlined or communicated. Since they implemented such an intricate selection process, the increased submission entries of new products was quickly becoming overwhelming. Not wanting to compromise their selection method, the company was looking for ways to optimize this process, especially since part of their policy was to give a detailed evaluation report to every producer submitting products to them, regardless of the selection outcome.
Assessing the company’s promotional material, we observed that their product catalog mostly relied on assets the brands it represented had provided, instead of using original content of their own. Even though their portfolio only contained products that met the highest standards demanded by their selection process, they were being displayed passively. Our evaluation also revealed that the company had a very elementary online presence, which worked more for display purposes and less as a tool to streamline their operations. With these findings in mind, we began our work.