My first year Brandcenter portfolio.

1. Paul Davis
Explorer.

2. Education
Never Stop Exploring
VCU Brandcenter | m.s. creative brand management (CBM)* | may 2012 | gpa 3.5
North Greenville University | marketing major | business administration minor | may 2010 | GPA 3.0
Brand experience
Brands I've worked on:
Nike Kindle
“In this business, the more Aqualisa Quartz Williams-Sonoma
problems you solve, Facebook OUT Magazine
NFL UK Coty Cosmetics
the better you get.” Kia Playboy
Aveeno Cushman Scooters
MARPAC M&M's
Riverside Outfitters Craftsman
Play-doh Hasbro
Dove Noxema
Apple
Homes
Atlanta * Bophuthatswana * South Africa * Zimbabwe * Greenville * Richmond
Africa was my home for 10 years...
To me, being cultured isn’t where you’ve lived but respecting what’s unknown.
Things I like
Telling stories Jammin’ to Music
People watching UGA Football
Travel Moleskines
Sports Game Nights with family and friends
Pocket Tee’s Making people laugh

3. Explorer (noun): Someone who faces the unknown
for the purpose of discovery.
Table of Contents
For me, exploring began at the age of five when my family left Coty Cosmetics............................................ pg. 5
our familiar, comfortable American home and moved to Africa.
In the 10 years we lived there, I explored fearlessly the unknown A New Fragrance Concept
was exciting. Whether in Bophuthatswana, South Africa, or
Zimbabwe, I ventured to treetops, tracked chameleons, killed Riverside Outfitters..................................... pg. 11
snakes, and conquered massive termite mounds each time Brand Audit and Strategic Marketing Plan
unveiling a discovery.
Nike.............................................................. pg. 15
The possibility of uncovering something new has been a part
of our world since the beginning of time. Ferdinand Magellan, Beyond Product Innovation
Christopher Columbus, David Livingstone, and yes, even Dora
are a few of the world’s greatest explorers who took risks and Marpac......................................................... pg. 19
left the familiar because of the possibility of discovery. When Developing a New Target
things didn’t go as planned, imagination helped to make
appropriate changes. The crew depended on their captain’s
leadership, bravery, and perseverance. These adventurers
displayed conviction, resilience, superb communication skills,
and charisma that changed the world.
I explore. I ignore assumptions and look deeper in order to
“get the gold.” My life experiences have made me an explorer;
Brandcenter has helped me further utilize my passion of
exploration to help brands discover new opportunities.
There’s an African proverb that says, “If you’re not part of the
solution, you’re part of the problem.”
The pages ahead are examples of how I am part of the solution.
I’m an explorer that just so happens to also be a Creative Brand Manager. 3

4. Random Fact #1
I’ve convinced myself that I’m allergic to bananas.
4

5. Coty Cosmetics
Challenge
The fragrance market has become increasingly saturated. Every
year, 200 new fragrance brands emerge most of which target
A new fragrance concept women by focusing on fashion, sex appeal, and romance.
The objective of this case was to develop a new fragrance concept
that embodied the values of the Coty brand, and to bring the target
audience to life.
All research collected from secondary sources, Mintel, Simmons NCS/NHCS, and one-on-one interviews. 5

6. Coty Cosmetics: A New Fragrance Concept
Fragrance Market Our target, Kim
‣ Greater opportunity in the women’s fragrance market. (accounting for $406 Target Profile:
million of sales in 2010).
‣ 2.1 million women
‣ Women 45 to 64 are the largest(41.5 million)/most affluent segment. ‣ Between ages of 45 and 64
‣ Ten million women 45 to 64 don’t wear perfume... because: ‣ HHI $75,000+
“I’m married.” ‣ Health-oriented
“I don’t go out as much/Fewer occasions to wear perfume.” ‣ Allergic to synthetic chemicals
“A reduced capacity to smell/An aversion to strong scents.”
“I’m allergic.” (20% of women that don’t wear perfume)
[ 2.1 million women can’t wear perfume. Only in recent years have these
women not dabbed their “signature” scent onto their neck and pulse
of who they are--their elegance--has been snatched away from them.
]
points... something as common as brushing their teeth. It’s as if a piece
Target Lifestyle:
‣
‣
‣
Live to work/frantic lives (invented the 60 hour work week)
Family is more important than self
Optimistic
‣ Buys products that support her lifestyle regardless of price
“Au Natural” Trend ‣ Does not compromise on quality of products purchased for HH
‣ Rarely takes “me” time
‣ Green personal care product sales have not been affected by the recession.
[ ]
‣ People are more discerning about what they put on and in their bodies.
‣ More aware of chemicals in products and choose alternatives. Coty takes pride in enhancing the beauty and well-being of their
consumers through innovation, creativity, and entrepreneurship. With
‣ Ralph Macchio, SVP of R&D at Coty Inc., sees the importance of this trend. this in mind, Coty must capitalize on the opportunity to supply a viable
‣“.....we recognize that organics are becoming an increasingly important alternative to Kim and many like her...It’s time for Coty to do the same.
addition to lifestyle.”
[ ]
PROBLEM: Kim and 2,099,999 others have had part of their elegance
Though forced into the “Au Natural” movement, these women have snatched from them away due to allergies.
happily embraced organic products into many aspects of their lives.
They have adopted a chemical-free, natural lifestyle.
SOLUTION: Help these women rediscover their elegance by creating a
new fragrance a viable alternative to synthetic offerings.
6

7. Gaia (guy-yuh): A New Fragrance Concept for Coty Cosmetics
Gaia: Rediscover your elegance Product Packaging
‣ Botanical perfume
Rediscover your elegance Research showed our
‣ 100% natural target to prefers smells
that incorporate citrus
‣ Chemical-free and lavender. With that
in mind, we mocked up
‣ Hypoallergenic examples of potential
fragrance offerings
under the Gaia brand
Bloom and Bliss.
The concept behind Gaia was to develop a natural perfume
for those who are health-oriented or chemical and fragrance
sensitive. In Greek, Gaia translates to “mother earth.” Gaia uses
only rare and exquisite botanical extracts, absolutes, and
essential oils imbued with a depth of character and beauty BLOOM is a combination of aromatic notes that energizes the mind and
rarely found in modern perfumery. Gaia fades into the body revitalizes the spirit with Grapefruit, Lemongrass, Bergamot, Peppermint,
gently, giving these women their desired, unique aromatic Jojoba Oil.
“signature,” but also therapeutic benefits, an added value for BLISS is a combination of aromatic notes that quiets the mind and soothes
the body with Sweet Orange, Clary Sage, Lavender, Geranium, Vitver, Roman
them and their hectic lifestyle. Chamomile, and Jojoba Oil.
Distribution and Media: We found the below forms of distribution and media to be the most popular with our target market. Included
are recommendations of touch points that we found they are most receptive to.
Recommendations:
‣ Magazine insert samples
‣ TV spots
‣ In-store samples
‣ Representatives to
educate
7

8. Coty Cosmetics and Gaia: A Brand Story
Kim’s Story:
It was the summer of ’73. In their flared jeans and smock tops, a group of giggling teenage girls walked into the local
drugstore so that Kim could buy her first bottle of real perfume with money from her 13th birthday. A rite of passage,
“Charlie” was a sign that Kim was growing up. With a little spray of that popular fragrance, she remembered holding
her head a little higher and perhaps daring to stare at her secret crush just a little longer, feeling a bit more confident
in who she was, especially when she received compliments on her great fragrance.
Through the years, Kim experimented with new fragrances as she went through different stages in life, often trying
perfumes that were the current fad of advertising campaigns. It took until she was in her 30s to actually find a
“signature” scent that everyone could recognize as her own.
For 30 years, a drop of perfume on her neck and pulse points on her wrists was as common as brushing her teeth or
putting on make-up. Fragrance was a part of who she was and how she viewed herself. So it was traumatizing when
migraine headaches and shortness of breath were discovered to be a result of scents synthetically and chemically made.
At a visit to an allergist’s office, the doctor told her that the ingredients in perfume, shampoos, and lotions had
chemicals in them that were causing these life-altering symptoms.
After finding out the news from her allergist, Kim had to begin reading labels for beauty products. She had to stop
using the detergents, cleaning products, and soaps that she had used for so long, as well as wearing perfume, a major
change in her life. Unfortunately, alternative perfumes were not common. A search began to see if there was any
product, even just one, that she could substitute as her daily fragrance, but the search became frustrating with so little
on the market to meet her hypoallergenic needs and her desire to wear perfume.
One day as she was browsing through her favorite magazine, she came across an ad for a chemical-free perfume
brand that was a safe alternative and advertised to improve well-being. After smelling the insert strip of a sample of
the perfume and she had no allergic reaction, she became excited at the prospect of having the best of both worlds
when it came to fragrance. At her age of 50, it was hard to find a brand that was natural, yet elegant. Gaia promised
to be this new alternative.
Gaia. Rediscover your elegance. 8

9. Rediscover your elegance
9

10. Random Fact #2
I’ve killed a seven and a half foot Egyptian Cobra.
10

11. Riverside Outfitters
Challenge
Co-founder Matt Perry of Riverside Outfitters approached first
Brand Audit and Strategic year VCU Brandcenter students to create a strategic marketing
Marketing Plan plan for his company. Our short-term objective was to increase
brand awareness and seasonal revenue around white water
rafting, and our long-term objective was to help Riverside
Outfitters become a Richmond institute.
11

12. Riverside Outfitters
Riverside Outfitters (RO) is Richmond’s guide to the outdoors, offering outdoor activities from white-water rafting and
tubing on the James River to climbing trees. Regardless of the activity, RO promises to provide “safe, natural fun.”
The Situation ‣ Richmonders are generally unaware of white water rafting on the James.
‣ For those aware, white-water rafting is perceived as an activity that requires skill and costly equipment.
‣ Richmonders are more likely to visit other local, low-cost attractions (VA Museum of Fine Arts, Maymont, Lewis Botanical Gardens).
“Statue of Liberty Effect”
With Richmond being the only U.S. city with Class IV rapids within city limits, RO holds a unique position in the outdoor marketplace. But
similar to the case of New York where a small percent of locals have visited the Statue of Liberty, Richmonders are unlikely to go white-
water rafting and instead substitute it for other day trip options.
Targeting Data was gathered from online-survey respondents, blogs, and one-on-one interviews around Richmond.
Target Segments: Focus on “Fringers”
“Fringers” (est. 75,000) have one toe in the water--they might walk their dog or sit
USERS on the rocks, but they haven’t made the complete “dive” (“Statue of Liberty effect”).
15%
FRINGERS “I’ve been tubing, nothing crazy.”
30% “Trips [to the James] are usually spur of the moment.”
NON-USERS
55% “I go to relax or walk my dog. I rarely get into the water.”
“White-water rafting is a rite of passage something to check off my list.”
“Social Singles” “Park Parents”
‣ Twenty-somethings ‣ Walk with kids and dogs
‣ Define their own fun ‣ Value time with family
‣ First to discover cool things to do ‣ Underutilize the river
‣ Active researchers ‣ See others kayaking/tubing, but
‣ Trendsetters haven’t had the chance to go
12

13. Strategy “Make the most of the James.”
Leverage the mentality that white-water rafting is a rite of passage and create an urgency for “Fringers” to try something new.
Message “Take the plunge.”
RO is the “breath of fresh air” these Fringers enjoy. Whether they are new to the James or looking to experience it in a new way, RO offers
a matchless experience.
Brand Matra “Get Richmond Wet.”
Matt and his team’s point of view is “nothing beats the outdoors.” It’s RO’s desire to share a passion for
white-water rafting and help Richmonders experience the “rivah” in a new, unexpected way.
Positioning “Riverside Outfitters connects Richmonders to unexpected, natural fun within city limits.”
Recommend
Tactics
Fix site/greater Be involved in and Generate awareness Start “River Rewards” Create an online
presence online host community through traditional cards for the repeat initiative. Partner
via social media. events. local publications. Richmonder. with Living Social
Measuring Will the real ROI please stand up
Success We recognized that Riverside Outfitters had the potential of building a community around the James River. Going into the project, we
concentrated on building a strategic plan that would yield a positive return on investment. In the end, the returns of our recommendations
not only exceeded initial monetary goals, but more importantly was successful in the real ROI building a strong foundation to Riverside
Outfitters as an Institution (ROI).
Notable Mention:
To create an urgency for Fringers to use the James, our
team recommended the client to Living Social (at the
time, Richmond had 55,000 subscribers). Less than three
months later, Riverside Outfitters was featured on a
Living Social promotion for an entire weekend. Before the
weekend was halfway over, their white-water rafting deal
Mock-up of Living Social promotion Living Social promotion offer
sold out (900 deals). In early February 2011, Living Social presented on December 1, 2010, to starting on February 24, 2011
wrote Riverside Outfitter a check for over $16,000. Riverside Outfitters 13

14. Random Fact #3
I play volleyball for VCU.
14

15. NIKE Skateboarding
Challenge:
Beyond Product Innovation Create a concept that will achieve results similar to those of
Nike+ (Plus).
Help Nike earn credibility in the skateboarding community.
15

16. Currently Nike is the No.1 brand in skate footwear. They achieved that status and earned respect in the
Background skateboarding community by working side by side with professional skaters to deliver the freshest,
most innovative shoes in the industry. But the shoes are currently the only connection the brand has to
the sport. An opportunity exists to further make the Nike name synonymous with skateboarding.
Skateboarders have no system for documenting their successful tricks. When someone lands a difficult
Problem trick, it's soon forgotten. Their moment of glory is lost in time and space.
Insight While running is about conquering distances, routes, and the stopwatch, skateboarding is about executing
the toughest trick at a given location.
NikeSB (Nike Skateboarding) and Microsoft Photosynth partner together to form Nike Tag a mobile
The Concept application/service that allows skaters to survey their landscape and view tagged videos/photos that
have been performed nearby using geo-tagging.
!
ME
The Idea Nike Tag; a Nike SB app that will let skateboarders immortalize a trick executed at a specific location.
K
IC
Skateboarders should never lose their moment of glory. With Nike Tag, they won’t. The app allows
you to document a trick via picture or video for future skaters to view. The app encourages healthy
CL
competition within the skateboarding community and allows skateboarders to preserve their memories,
hold their ground, and “claim their city.”
The App Nike Tag uses location-based features to load tricks registered nearby. The "Map" feature pinpoints
locations of tricks performed in the surrounding area. Once at a location, you can open the "Visor" tool,
an augmented reality scope that displays pictures and videos of registered tricks. By panning the area
with a smartphone, pictures and videos of executed tricks will appear. Think you can beat it? Once your ready
to pull off a trick of your own, you can upload your own picture or video. To get a better understanding
of the app, click on the app to the right, or go to http://www.youtube.com/watch?v=41GpempN9g4 to SERIOUSLY,
watch a short video of the app in 720pHD via YouTube (note: exit fullscreen mode to view video in your IT’S AWESOME.
browser).
Click iPhone to view a video
demonstration of the Nike Tag App! 16

17. Launch The Tag Tour sponsored by NikeSB
The Nike Tag app will be introduced at the NikeSB Tag Tour taking place in the top eight skateboarding
cities around the world...
‣ Atlanta ‣ New York ‣ Amsterdam ‣ Paris
‣ Chicago ‣ Portland ‣ Basel ‣ Tokyo
Creative Print ads will be placed in popular skateboarding magazines a few months prior to the event in
each city. Professional skaters performing in the tour will generate hype through social media, forums,
blogs, and at other skateboarding events up until the event.
The “Claim your city” Campaign:
Rivals compete from sunup to sundown. Shedding Where the only accepted currency is determination. Long after you’ve moved on, your name will come
blood. Scarring arms. And the man who’s willing to Where deeds of sale take the form of bloody arms. up and they’ll recite your story. How you defied
risk everything? He wins the day. Where everyone has a nose for a fight. That’s land gravity, physics and your better judgement to win
worth having. this piece of ground. 17

18. Random Fact #4
I broke my left elbow trying to impress a girl.
18

19. Identifying a new target market
Sound Conditioners
Challenge
Discover a new target market and appropriate touchpoints
for Marpac Inc.
19

20. Background Marpac sound conditioners, different from noise makers and commonly referred to as “sleep machines,“ are unique
devices that mask out unwanted noises. They are also used as a “prescription” for sleep disorders such as sleep
apnea and tinnitus. Marpac takes pride in its patented technology that makes their product superior to all its
competition, but their sales fall short. Since its inception, Marpac Inc. has employed very little traditional advertising,
relying instead on word-of-mouth and positive online product reviews to spread the brand’s message.
Research Methods ‣ Secondary research
‣ Customer reviews
When using a
Marpac, how do
‣ One-on-one interviews/street interviews you feel when
‣ Online survey you wake up?
‣ Extensive competitive analysis
Jackpot We conducted research, but more importantly we tried out the product for ourselves.
None of us thought we needed a sleeping aid, but we all slept much better with this
magical machine. This “sleep machine“ ironically opened our eyes.
Insight People don’t realize that they have a “sleeping problem,“ but a Marpac sound conditioner will
“wake them up“ to their own need.
Key Findings ‣ Sixty percent of adults report having sleep problems a few nights per week or more
‣ Most of these problems go undiagnosed and untreated
More specifically,
‣ The average business traveler gets less than the daily recommended amount of sleep
‣ Stress is the number one cause of short-term sleeping difficulties
‣ Fifty-seven percent of business travelers agree that a bad night’s sleep has hurt their job
performance
When on a business trip, travelers are stressed and often have trouble sleeping away from
their home. Marpac has an opportunity to offer hotels involved in “sleep marketing” their
products to help ensure travelers a good night‘s sleep.
Strategy Create a new customer target--business travelers--by placing Marpac products in hotels
involved in “sleep focused“ marketing.
20

21. Target Meet business traveler Mark Pack:
‣ For him, travel is no longer glamorous
‣ Often finds himself obsessing about the next day’s project
‣ Has concrete expectations for his daily routine
‣ 37 years old
‣ Married, two children
‣ College educated
‣ $80,000 HHI
‣ Travels 12+ times per year for business
‣ Tech savvy
‣ Uses smartphone whenever he has the chance
‣ Receptive to online surveys
Touchpoints After interviewing business travelers and learning their “hotel habits,“ we placed non-traditional advertisements
where Mark Pack and other business travelers hang out, as well as in the rooms.
‣ A Marpac-Sound-Conditioner coaster for the bar let
travelers know that Marpac would ensure “a great night’s
sleep and more productive day tomorrow.“
‣ Sound conditioners placed in multiple rooms with product online survey
explanation. A link for Marpac‘s microsite is provided to
explain the benefits of having a “Sleep Mate.“
‣ QR code directing business travelers to an online survey
(used for Marpac and hotel research) and encouraging
them to make a purchase with next day shipping included.
21

22. Random Fact #5
I know how to make a soccer ball out of plastic
bags and string.
22

23. Exploration is critical for a Creative Brand Manager. At Brandcenter, I focus
on the core fundamentals of a traditional MBA curriculum with an added
emphasis on creativity and collaboration. Whatever the project, it’s critical
that I have a deep understanding before I can develop an insight-driven
solution. And the more problems I solve, the better I get. I’m eager to learn
more.
Let’s explore.
804.397.5426 pndavis1@gmail.com 23

24. cheers.