Global Consumer Brand Platform: Multimedia Software Enables In-Home Digital Living
To ensure an impactful market entry, PacketVideo called in Hanson Marketing to research, craft and compose a Global Consumer Brand Platform for its Twonky product line. A series of self-assessment exercises helped the company convey Twonky's brand message to reseller partners and end-user consumers.
Main communication challenges included reaching early-adopter consumers in a fast-growing mobile multimedia and in-home connection market. Hanson Marketing identified the line's core brand personality, emotional benefits, and unique selling propositions; and defined 3 Consumer Target Groups -- Mom-Preneurs, Trend-builders, and Techistas.
The new product is a key plug-in for leading mobile phone manufacturers and wireless carriers, and is poised to dominate market share as consumer adoption of Internet-Ready TVs ramps up.
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