Good Use of Video to Reposition Brand

before the redesignBaby Einstein hired Real Branding to re-position their line through the digital channel. As you can see from the “before” shot to the left, we repositioned from a product towards a brand, from functional benefits to emotional in a few simple videos. These videos also serve to demo the product versus the static image you see on most ecommerce sites.  Our challenge was to take highly functional transactional requirements and marry them with equally demanding emotional expectations. This isn’t a TV spot or a print ad, but consider for a moment how much information is conveyed within your first three clicks.

There are also great tools for selecting the right products based on age, stages, fancy or fascination through simple exploration. And we’ve invited parents to share their experiences at every touch.

Without opening up the strategy completely, we’re moving the brand to a “smarter” place which parents intuitively understand: that the most powerful learning happens within their arms and intimacy, where Baby Einstein has always advocated and delivered.

Mad props to the team that delivered business-changing engagements in a transactional website for a Real Brand.

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One response to “Good Use of Video to Reposition Brand

  1. Hey Mark,
    Here’s an article about the new Baby Einstein Website: http://calibre.mworld.com/m/m.w?lp=GetStory&id=294324891

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