BREAKING INDUSTRY NORMS TO FASHION GOT2B INTO A GLOBAL LEADER IN HAIR STYLING
In the beginning, got2b was just a small fledgling brand started by a challenger manufacturer of niche hair care in the US...doing OK but not great. That’s when one of the agency’s core principals came into the picture and the brand was soon purchased by Schwarzkopf & Henkel. From that point forward, and through the next 10+ years, the brand catapulted to the #3 Hair Styling brand in the US, eclipsing brands once believed industry-wide to be invincible.
The got2b brand was easily out-spent by 50-100 times over in the advertising and marketing by major household brand names in Hair Care. As the in-house Vice President of Marketing, Kathy Alaama, knew she had to make huge noise out of a very small budget to achieve sustainable, profitable success.
To re-invent every element of the brand. Its positioning. Its innovation strategy. Its packaging approach. Its marketing mix. “The magic is in the details,” Alaama would tout in building a level of brand engagement that became an evangelistic brand following unmatched in its competitive set.
- Competitive Analytics & Differentiation
- Brand Strategy / Positioning
- Packaging & Graphic Design Leadership
- Product Innovation / Creation
- Copywriting & Claims Development
- Financial Planning / Steering / Budgeting
- Advertising Campaign / Media Direction
- Website & Digital Promotion
- PR Agency Management
- Social Media Conception & Management
- Events / Sponsorships / Spokesperson Engagements
- Sales & Customer Presentation & Collateral
- Trade / Shopper / In-Store Promotion