Recommendation #2 – Improve brand recognition and identity of MyLegacy
As a new product entering the consumer market it is extremely important that MyLegacy focus on creating a strong brand identity. Having a clear brand identity in the eyes of the consumer will greatly impact the success of the go-to-market strategy. With the obtained information and clarity from the analysis on who the consumer and target market are, the attention should be shifted on how that customer views or how MyLegacy wants the customer to view the brand. Given the nature of being a new product the vast majority of the target market will not be familiar with the brand or product. So, the questions to be answered are: How do we get them to know the brand? How do we want to be viewed as a brand when they come in contact through any channel? What message, imaging, and impressions are we leaving them with? To address those questions there are two main areas of opportunity for MyLegacy to consider addressing or improving, which are brand recognition and brand reputation.
Strategies for Brand Recognition (Associated Conclusions: 1,6,8)
Job description* Appendix?
o Differentiating from Family care path