“The Times They Are a-Changin”

Of course, insights and narratives are where everyone is going today. But what is the best gateway to getting there? And why is this significant today. As Bob Dylan said in “The Times They Are a-Changin”... “the slow one now will later be last.”

These last months have resulted in significant cross category behavioral changes. Particularly as it relates to established brand equities in legacy brands versus digital challenger brands. Many of these are direct-to-consumer startups. These fast and smart marketers have taken advantage of these challenging and unsettled times with transparency as it relates to trust claims, forgiveness (free shipping and returns), pay later options, and strong personal guarantees and customer reviews.

Cultural mapping fine tunes the strategic brief/direction for the creative and media teams.

Doing this at the outset shortens the process and ensures client participation and agreement. Why wait for this to come up later? It’s costly and inefficient. Move with the times now.

What specific refinements does cultural mapping bring?

For openers, Generational Resonance:

• What traditional audience values have changed for your key targets, and why?

• What’s their meaningful sense of purpose today?

• What are the emotional lift factors involved, in this change?

• What’s their shareabilty and the right lexicons to utilize for persuasive purchase decisions?

All the more meaningful as we enter the Emergence phase.

These are proprietary information areas we have been discussing with clients in our Culture Reset Platform over these last few months. They bring out the entrepreneurial spirit in everyone and create the proper alignment and success criteria for meaningful partnership.

Thanks for inspiring us Bob.

MEET KRISTEN

"It is vital to tell your own story before the world defines you."

Dream. Define. Do.
Meet Kristen, a highly accomplished, award-winning leader in brand building and reengineering. From icons of today to up-and-coming challengers and category creators, she taps into her global experience to create purpose driven companies.

Over the past 20+ years, she built her career at top global brand consultancies and agencies who are creating the industry, leading in thought and challenging their peers and clients to collectively solve real world issues, improve experiences and evolve industry. Wow, that's some serious stuff right there.

Curious. Optimistic. Intuitive.
At Canopy, Kristen builds the foundational building blocks to create meaningful brand engagement. She transforms insight into ideas, ideas into action, and action into impact along with the storytelling engine to drive it all.

What Kristen Brings
Collaborative in approach. Entrepreneurial in spirit. Kristen brings passion for what she does and courageous ambition for our clients ranging from infancy stage to Fortune 200 in B2C, B2B and non-profit verticals.

"I was once told my biggest flaw was I do the right thing. It made me laugh, but also stop and think. That idea grew into an understanding of who I am and what’s most important. My currency is not about money rather impact. It led to thinking about how to create the most. Inclusion. Having a most-vulnerable first mindset and starting from there. Life is a shared experience and it's our story to build and tell. Being a strategist has taught me so much, but more than anything I learned about what it means to be a human. And that is infused in everything I do."

FROM IDEA TO REALITY: How LAUNCH Innovation helped Persona bring some timely new products to markets

It was March 2020. Our bags were packed, and my partner and I we were on our way out to the West Coast to conduct an innovation workshop through our sister agency, LAUNCH Innovation, for Persona Nutrition. And then, everything stopped.

Literally, overnight, we had to transition from conducting a highly interactive 5-hour in-person workshop we'd prepared for with R&D, Innovation, Marketing and Sales teams, to doing it all virtually. Needless to say, we did it -- and the final results are in market, and we couldn't be prouder!

As part of our strategic partnership with LONZA Consumer Health & Nutrition, we were able to facilitate a highly engaging session that produced almost 100 new innovative product ideas for Persona Nutrition, a direct-to-consumer brand that personalizes daily vitamin supplements through a team of trained nutritionists and scientists -- really amazing products!

Fast forward a year, and three of the products we co-created have been launched into market -- man, that's fast! Kudos to Persona and LONZA for bringing the ideas to life, and fast-tracking to make this possible.

One of the products is IMMUNE BOOST
Immune boost powder combines the power of ResistAid (a LONZA ingredient) and vitamin C to offer triple action immune support that is more effective than vitamin C alone. ResistAid is a natural type of prebiotic fiber sustainably sourced from Minnesota larch trees. It works by supporting the good bacteria in your gut for a stronger, more resilient immune system. 

And the other, BEAUTY SLEEP & BEAUTY WAKE
Beauty Wake helps maintain health from the inside out. It's a small translucent pink capsule that consists of horsetail extract, magnesium and floating hyaluronic acid, along with other ingredients for energy support.

The Beauty Sleep supplement contains ingredients to help promote a more stress-free state. This formula contains collagen, horsetail extract, magnesium, floating hyaluronic acid and L-theanine, and is a complementary supplement to the Wake formula.

For starters, these are great products for immune health and beauty from the inside-out. Not only are they "instagrammable", but they're efficacious and very much needed these days -- we highly recommend.