the goldstein group – our capabilities – 2016

ABOUT THE GOLDSTEIN GROUP:

Awards:

GDUSA American Graphics Award - Best Package Designs - 2008 for Bayer Heart Advantage - 2009 for ACT and Balmex - 2010 for Luden’s - 2012 for Gentle Naturals and Panasonic

- 2014 for Aqua Net and Lypsyl

- 2016 for Hills Bros. Coffee, Tableluxe and FeverAll 2014 Davey Silver Medal Award for TGG Website 2015 Global Leadership PAC Award for Hills Bros.

2016 Global Leadership PAC Award for Ibuprom

Associations: Consumer Healthcare Products Association (CHPA), Scent Marketing Institute, In-Store Marketing Institute, & AIGA.

Founded: In 2005 by Terri Goldstein, a CEO since 1995.

Offices: Headquarters in New York City with executional capabilities around the Globe.

Team: A group of 12 marketing and design professionals united by a passion for strategic branding and the creation of own-able brand assets.

Primary Categories: OTC Drugs, Rx Pharmaceuticals, Food & HBA.

© 2016 The Goldstein Group LLC. All rights reserved.

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ABOUT THE GOLDSTEIN GROUP: CLIENTS

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TGG’S PROCESS:

LAUNCHDESIGNSTRATEGY

SWOT Analysis

Shopper Insight

Consumer Insight

Historical Insight

Client Insight

Research

Visual Positioning

Brand Voice Ideation

Territory Boards

Creative Brief

IP Investigation

Exploration +

Refinements +

Extension +

Research

Production

Style Guide

IP Trade Dress Protection

Trade Attendance

UNDERSTANDING & INSIGHT


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TGG’S SUITE OF CAPABILITIES:

VISUAL POSITIONING

• Combines brand differentiation and visual expression of strategy via images, colors, shapes, and symbols.

RESEARCH• Our research director draws upon collective expertise, experience, customized research, and the TGG DesignSmart™ process to inform our thinking, inspire our work, and guide development.

RX/OTC SWITCH• Switches require a strategic balance of design and regulatory considerations.

GLOBAL

• The sequence of cognition — as embodied by our guiding Shelf Sight Sequence™ principle — is key when shifting a design to cultural differences.

MESSAGING• Taglines to express a brand’s core essence, or claims to convey competitive advantage at shelf.

BRANDMARK• The structural relationship between symbol, logotype and tagline is the visual platform for all brand communications.

PRODUCTION• We carefully tailor the creation of art and type elements to address the production process, and take every precautionary measure to ensure optimal visual reproductions of our work.

STRUCTURE• The balance of strategic thinking with a refined aesthetic sense and 3D modeling skills to create structures that engage consumers and build market share.

IP PROTECTION• We offer clients a level of insulation and exclusivity in a highly competitive environment. We seek to protect all assets, including names, colors, shapes, symbols, and words.

GUIDELINES• Building brand equity involves not only differentiation, but consistency of experience and expression.

BRAND MYTHOS• The RTB enhances a brand’s origin to build the USP, brand tone, and personality as context for investors, trade and consumers.

PACKAGE DESIGN• Package Design is our core competency, and where we have historically made the most dramatic impact to our clients’ ROI.


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TGG’S GUIDING PRINCIPLE:


1. color 2. shape 3.symbol 4

. wor

ds

TGG’s Guiding Principle, Shelf Sight Sequence™ relates to the mind’s sequence of cognition, and this is how we recall many things in our lives, from people to directions.

This is also the way shoppers scan on-shelf products in five seconds or less to purchase.

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THE SHELF SIGHT SEQUENCE®

Sight 1: Color

It’s the first identifier shoppers notice and recall.

Sight 2: Shape

After color, consumers notice holding and structural shapes.

Sight 3: Symbol

The third identifier that shoppers will see and retain.

Sight 4: Word

A memorable brand name and a unique selling proposition, spelled out loud and clear will resonate loud and clear.

TGG’s Guiding Principle, Shelf Sight Sequence® relates to the mind’s Sequence of Cognition, the way in which shoppers scan on-shelf products in five seconds or less.


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TGG New Products© 2016 The Goldstein Group LLC. All rights reserved.

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TGG Rx-to-OTC Switch© 2016 The Goldstein Group LLC. All rights reserved.

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TGG Rx-to-OTC Switch© 2016 The Goldstein Group LLC. All rights reserved.

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TGG Restage© 2016 The Goldstein Group LLC. All rights reserved.

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TGG Restage

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TGG Heritage Restage© 2016 The Goldstein Group LLC. All rights reserved.

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TGG Restage

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TGG Global Restage© 2016 The Goldstein Group LLC. All rights reserved.

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TGG New Products

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TGG New Products

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TGG Revolutionary Logo Development

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TGG Corporate Identity

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WE BUILD BRANDS AND RELATIONSHIPS:

“The Goldstein Group initiates the branding process by gaining all agreements on strategy and verbiage prior to design which is truly a science. If you need a group that knows how to promote new thinking and remove subjectivity from the branding process, then hire The Goldstein Group!”

– Trish Young, Senior Packaging Designer-Marketing, Bayer Health Care

“I’ve worked with Terri for over a decade, and consider her to be a crucial part of our success. In addition to providing us with a vast network of services, The Goldstein Group has opened our eyes to the latest techniques in consumer based research and sensory marketing. Our investment in The Goldstein Group has paid off handsomely by bringing quantifiable value to our brands.”

– Zan Guerry, CEO, Chattem, a Sanofi Company

“The Goldstein Group has provided us with retail landscape insights and a tremendous competitive edge. Their ability to incorporate the latest marketing trends into the development of strategic platforms with deep emotional resonance has resulted in successful brand packaging endeavors for us. I have been a client of Terri’s for more than a decade, and continue to prosper from her sophisticated, scientific approach.”

– Peter C. Mann, Yellow Wood Partners

“The Goldstein Group understands how color effects the eye and the heart, how a brand can be meaningfully distinguished and that clients need a spectrum of choices to make decisions, so while there is always a recommendation, it is in the context of a continuum of ideas. In addition, they are passionate beyond belief. Terri went with us to our customer pitch, and we came away winners because of her knowledge, energy, and conviction. TGG is definitely a group to work with. I look forward to my next chance at collaboration.”

– Dan Silver, President, Panasonic Home and Health Company

"I selected The Goldstein Group, to create the brand re-stage of my largest brand in Poland as well as our Corporate identity, because of their strong point of difference: their in-depth brand strategy, unique branding techniques and on-target creative, which have revolutionized the way we view the connection between brands and consumers. I respect the firm and the outcome, which has delivered a measurable ROI, quantified via research and awareness. I plan to continue to partner with The Goldstein Group in other arenas as I depend on them to add strategic rationale to our creative endeavors.”

– Katarzyna Kusmierz, CEO, USP Zdrowie


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