Brand Strategy, Brand Architecture, Mindset Definition, Consumer Insights, Brand Implications

By all accounts, Good Culture has introduced products that are far superior to anything in the category.  Many brand lovers told us the products are “ridiculously good” with high marks in taste, texture, and nutrition, along with versatility and convenience. But in some ways, the brand was still a best-kept secret.  How could the brand move beyond being a secret? 

 BIG was thrilled to partner with the team at Good Culture, meet their brand enthusiasts, and help to infuse a distinctive voice and modern energy into a sleepy category. We asked the question “What would it look like if we were getting it right for modern consumers, animals, and the planet?” and “How can we expand beyond cottage cheese by crafting products that are clean, healthy, and delicious?”.  Thinking “BIG” and asking questions that pushed the boundary of the category helped to establish a fresh voice in the market and opened new strategic categories for the brand to own.  The result: a custom mindset model and consumer target, supported by hundreds of data points. A new baseline commitment and brand architecture to ensure focus and brand integrity.  And a brand position that leans toward innovation and a leadership stance in elevating category expectations.

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