"All right. So, the client’s core brand values are: Integrity, Boldness, Family, Community. However, the latest market research indicates that 37% of customers no longer associate Tenderman’s with family, they see it as a product for older consumers. Outdated. Old-fashioned. And this has been on the rise for the past decade, ever since the space became more competitive with the advent of the Shademother." -Vaughan, presenting as a marketing lead[2]
"Uhm, I’m thinking we change direction towards household deity rituals, a totem kept in the hallway. Something that can be made decorative, a nice ornament for the grown-ups, but it also has these cool, cartoonish avatars which the kids can buy as collectibles. And the totem will be visible to visitors, too, to encourage word of mouth. A flexible tone of voice for the product with that same brand integrity at its core." - Paige[2]
