Facilitation • Collaboration • Innovation
What they say
We partner with Deviate Marketing to help deliver outstanding brand development services to their clients. By managing the process of the group work sessions, Deviate professionals are freed to concentrate on providing their content expertise and knowledge to their clients.
“Trailguide Consulting acts as a catalyst to ensure the work we do for our clients consistently exceeds their expectations and delivers on our mission to challenge conventional wisdom and take marketing in new directions that are off the beaten path.”
Using Consumer Conversations, facilitated discussions with book-buying consumers, DK Publishing was able to improve book packaging and format, tailor marketing activities to consumers' needs, and provide U.S. feedback to the company's international editorial process.
“Understanding our target consumer has been critical to DK's continued success in the U.S. The series of Consumer Conversations that Brian designed and executed over the past three years has impacted our design, content, and marketing of DK's highly illustrated non-fiction titles. We reference our accumulated learning almost daily.”
— Senior Vice President
We have helped develop innovative new products and packages for the world's number one sport drink that are fully linked to consumer needs states. The process included identifying unmet consumer needs, generating relevant ideas, prioritizing those ideas against the right criteria, identifying needed resources, and gaining organizational alignment to drive product concepts to product realities.
“Gatorade™ continues to maintain its leadership position in the sport beverage category by meeting consumer needs better than our competitors. Trailguide Consulting's process was efficient and effective and galvanized the organization around our innovation agenda.”
— Marketing Director
When Bacardi Limited acquired Grey Goose® Vodka, we helped them clarify its brand positioning, developed programs to continue its strong growth momentum, and worked with the global organization to ready the brand for its global launch. We continue to work with the Grey Goose® brand team to develop innovative marketing programs that continue to drive the Brand's success.
“Continuing to expand Grey Goose® is a key priority for Bacardi. Brian helped us effectively bring the brand into our portfolio and then worked with us to help create energy for the brand worldwide, developing consumer and trade programs to fuel its growth. The result is that Grey Goose® has continued to grow in the U.S. and has been successfully rolled out to major markets around the world.”
— Brand Director
NDS is a leader in providing innovative water management solutions for both irrigation and drainage. Trailguide has worked on three projects with NDS™, each time helping create successfully commercialized products and solutions.
“The water management marketplace is changing quickly, driven by many forces. Trailguide Consulting helped us consider the varied drivers of innovation in our market and then guided us in developing innovative solutions that have been successfully commercialized and exceeded our sales expectations.”
— Chief Executive Officer
We helped PBS® involve its member stations in the development and then buy-in of the new PBS® brand positioning and other branding efforts. We have also helped the PBS®/Department of Education Ready To Learn initiative by training its coordinators how to better interact with parents and caregivers in workshops to increase family literacy.
“The PBS® system encompasses a wide variety of perspectives and needs. Brian Walker quickly grasped both the internal system and competitive issues. As a result, through his facilitation of key planning meetings, he has helped us not only identify effective marketing strategies, but also gain the system input and buy-in necessary to ensure our success.”
— Vice President, Brand Management
Working with Pepsi's international business-unit marketing leaders, as well as three different marketing agencies, we helped Pepsi create innovative marketing programs, get global alignment on key issues, and implement efficient global roll-out from the US-based Support Center.
“Working with Trailguide has helped us get the best—and most constructive—feedback from our international marketing heads, which our agencies use to then produce programs and materials that support their unique regional needs. Instead of sinking to the lowest common denominator, our marketing efforts get stronger each year, and so do our business results.”
— Chief Marketing Officer