LEADERS STORIES

Invenire has had the opportunity to work with many inspiring Leaders, ready and willing to make positive change – for their customers, their business and the global community.

Here are some of their stories.

Dreams are wonderful – but what really matters is what you achieve.

Be inspired. Get in touch. Make it happen.


CRAFTING THE WINNING STRATEGY

Re-thinking the business strategy for long-term growth


STRATEGY AT THE HEART


THE PROBLEM

Our client’s business was based on a single raw material. Once the ‘star’ ingredient in his market, high competition and cheap alternative ingredients were seriously impacting his business. The market for his sustainably sourced ingredient was dying.

THE QUEST

Our client needed to reinvent the market for his ingredient. He urgently needed to find the right long-term direction for his business – and new ways his ingredient could best deliver what consumers really needed.


HOW WE HELPED


WHY WE WERE HIRED

The client hired us as his strategic CMO to define a completely new segment in his category. This required the creation of a solid and attractive concept that would reach new markets and consumers.

THE STRATEGIC WAY WE HELPED

We worked with him to develop a new business strategy. As his partner, we reviewed his current business model and competitive landscape, and validated new market opportunities. This set the basis for crafting a new value proposition and business model. Finally, we created a solid consumer story that took his ingredient into new market spaces.

Competitive Market Analysis

Business Model Development

Value Proposition Design

New Consumer Story Creation

GAINS FROM OUR APPROACH

Working with us, he was able to make a valuable change to his business. Our strategic capabilities also freed him to focus on urgent everyday business matters.


THE CHAMPAGNE MOMENT


He gained revitalised interest from the market and potential customers! The new strategy put his ingredient back in the spotlight. Customers immediately engaged in the new opportunities available. As a bonus, the renewed proposition even took his competitors by surprise!


STRUCTURING THE MARKETING

Creating order, clarity and strategic direction


EXCELLENT MARKETING


THE PROBLEM

Our client, CEO of a global health company, had a mission to bring her ingredient to all consumers, as it was missing from the diet. However, she was struggling to get the message through to the industry. The problem lay in her marketing. High turnover of marketing staff over the years had resulted in a confused and weak brand message. Her marketing was disorganised and chaotic, and she was not getting any ROI on her marketing investments.

THE QUEST

She needed to regain control of her marketing and align it to the business strategy. Her marketing needed clarity and simplification, without a major brand overhaul. She also needed to increase awareness of her ingredient, to start moving her buyers forward.


HOW WE HELPED


WHY WE WERE HIRED

The client hired us as her interim CMO, as she trusted we could simplify her processes into something that would bring results. She also valued our customer-centric perspective, which ensured that the total marketing function would be firmly aligned with the business strategy.

THE STRATEGIC WAY WE HELPED

We audited the current marketing to determine what wasn’t working. Then we renewed the marketing messages and brand appearance to align it with the business strategy. Further, we implemented new structure and organisation in the marketing function. This created the foundation for more effective, efficient and flexible marketing.

l

Brand Audit

Brand Book Renewal

Consumer-centric Communications Story

Marketing Restructure & Organisation

GAINS FROM OUR APPROACH

With a solid structure, her marketing had greater efficiency. It also had a consolidated voice and appearance without a full, costly re-branding. The clarification of her marketing also brought the business direction into clear focus across her team.


THE CHAMPAGNE MOMENT


Customers were quickly excited and engaged by her ingredient! Many had not heard of her ingredient before. But they were now eager to bring it to consumers, and embrace the new opportunities on offer. The clear marketing and communications structure made it easy to propel her sales efforts forward. Suddenly, she was leading the market for her ingredient!


DESIGNING A NEW BUSINESS AND BRAND

Creating a strong, stand-out brand


BRANDS WITH PURPOSE


THE PROBLEM

The client’s vision was to get people to consume more of her raw materials. Her raw materials had solid health benefits, and were sustainably and ethically produced. If consumers could be persuaded to consume her ingredients, many consumer health issues and problems in the food chain could be overcome.

But she couldn’t make this happen just by selling the raw material alone. The competitive game amongst suppliers had become much harsher. Manufacturers had been switching to cheaper and unsustainable substitutes. This was negatively affecting her business, and also the consumer experience.

THE QUEST

Her challenge was to identify a new way to do business, and achieve her vision. She realised she would need to go directly to the consumer – and start creating consumer products. For that, she needed to figure out her unique proposition. And turn it into an appealing offering for consumers!


HOW WE HELPED


WHY WE WERE HIRED

We were hired as the client’s strategic CMO, to renew her business by creating a new brand and business model. She was convinced of our capabilities to design a solid business case, and our ability to help guide her into a new world.

THE STRATEGIC WAY WE HELPED

Together with the client, we developed a new value proposition and brand, which moved the company from the B2B to the B2C space. We introduced strong loyalty elements into the brand, to set it apart from the competition. We created an appealing story, brand look and feel – as well as the communication channels ready for the product launch.

New Value Proposition

Revitalised Brand Visuals

Unique and authentic Brand Story

v

Multi-channel Communications

GAINS FROM OUR APPROACH

She had strong confidence in the new venture, as it was based on a strategic business case. Combined with the new brand package and effective communications plan, her chances were high to gain solid ROI on her new venture.

With us as her CMO, she was left with more time to deal with critical practical aspects of the new venture e.g. production.


THE CHAMPAGNE MOMENT


The launch day was exciting – her vision was now in motion! She had a bright, appealing brand nicely connected to her business and sales growth goals. And quick consumer engagement confirmed she was offering something people truly wanted!


SIMPLIFYING THE MESSAGE

Putting customer needs at the core


w

COMMUNICATIONS THAT MATTER


THE PROBLEM

The client’s business was based on the discovery of a new raw material source for nutritional ingredients and superfoods. Despite being a highly sustainable and healthy raw material, it was generally unknown to both customers and consumers. Her team had created an appealing brand, and a wealth of marketing materials. But new sales were just not coming. It seemed the message was not getting through to customers.

THE QUEST

She needed to get the right story out to the market, and drive customers to act. Her ingredient had important health benefits that consumers truly needed – and new business opportunities for customers. The current communication focused on scientific validation and technical product details. It was missing the most important element – how her ingredient filled an important consumer health need.


HOW WE HELPED


WHY WE WERE HIRED

She hired us as her CMO to reshape her communications framework. She trusted that we could simplify the complex communication into a powerful, customer-centric message.

THE STRATEGIC WAY WE HELPED

We helped by reviewing her market situation and current communications. We then crafted a new communications story and plan, and launched it to the market at a global trade show.

Simple & clear Educational Story

Sales Support Tools

v

Multi-channel Communications

Trade Show Campaign

GAINS FROM OUR APPROACH

Her team had been too deeply entrenched in traditional communications, and unable to simplify the messages themselves. As her external partner, we were able to help her transform her communications quickly. This freed her team to focus on other important trade show preparations.


THE CHAMPAGNE MOMENT


At the trade show, she saw how powerful simplified communication can be! Suddenly, her ingredient was being rapidly understood.  New customers were eager to meet and discuss opportunities. The icing on the cake – a large multi-national company wanted to use her ingredient across a full global product range!


CREATING NEW BEHAVIOURS

Developing a new consumer product from production waste


CUSTOMER INNOVATIONS


THE PROBLEM

The client’s business had an ongoing issue – the production of his products created a rather substantial waste stream. This was a cost burden to his business. Further, sustainability was an important, core company value. He must address this issue with a positive solution.

THE QUEST

It was important for our client to find a useful purpose for his particular waste. He needed to turn its negative environmental and cost impact into something beneficial for consumers, his business and the environment.


HOW WE HELPED


WHY WE WERE HIRED

The client hired us as his CMO to help him find an innovative solution to his problem. He was convinced we had the right capabilities to explore the possible uses and opportunities for his waste product. And that our consumer-centric focus and strategic thinking would craft the right proposition for him and his customers.

THE STRATEGIC WAY WE HELPED

We helped by crafting a business case that would create a new consumer product. We identified the right consumer fit, and crafted a value proposition and sustainability story for the new consumer brand. We then helped him identify the right manufacturing partner to bring his new product to market.

Market Opportunities Analysis

Consumer Product Proposition Model

R

Validation of Best Business Cases & Partners

Consumer Sustainability Story

GAINS FROM OUR APPROACH

Through the process, he had a strategic partner to support him. Our understanding and expertise across the full spectrum (B2B business to consumer marketing) gave him confidence in the business case. Our consumer-centric approach also assured him that the end-solution would be something that truly benefited consumers.


THE CHAMPAGNE MOMENT


A new consumer product was launched from his waste stream! What was once a cost burden was now new revenue. Consumers had a new sustainable product alternative, and environmental impact was reduced from his production. It was win-win for people, planet and his profits!