Fisher – Phoenix

Phoenix / Differentiate / Fisher

Differentiate: Brand Repositioning

Industry: Consumer Products

What's the situation?

Number 2 Baking Nut nationally
Regional Snacking Nut with 4th/5th brand positioning
Vertically integrated
Broad category coverage across most nut forms

What's our approach?

Identified white space in brand positioning landscape
Deep dive on consumers’ perceptions of competitive product performance and unmet needs
Developed benefit ladder and Reason for Being
Validated Demand-Drive innovation ideas
Validated new category adjacencies

Show your work: the results

Successfully positioned Fisher Brand for Growth…
Now the #1 Baking Nut in US
Fisher Recipe Nuts nearly doubled distribution over the 5 years ending in 2016 while also increasing average movement per point of distribution.
Validated key product adjacencies
Informed Demand-Driven Packaging Innovation

Stock Price Appreciation – Adjusted Close
Adjusted Stock Price Increased from $18 to $70 in three years

Client Says:

“It was a pleasure working with Carrie Shea and Barb Ford and their team on our category segmentation analysis. They took the time to understand our business and listen to our ideas while leveraging their broad experience and expertise to help us develop growth strategies for our business. Importantly, they took a collaborative approach and kept us appropriately involved throughout the process. The result was strong organizational buy-in on the strategies which led to strong business results.”

Howard Brandeisky, Senior Vice President, Global Marketing & Customer Solutions, John B. Sanfilippo & Son

What's the situation?

What's our approach?

Show your work: the results

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