Communispace Essay

591 Words3 Pages
Harvard Case Essay 1. As a brand manager would you use Communispace’s service? When? If I were a brand manager, I would consider it a great opportunity to use Communispace’s service. I believe the optimal time to use the service would be when launching a new brand or when reinventing an older product. In the case, it talks about Nabisco’s experience with Communispace when launching the 100 calorie snack packs. When Communispace found out that women who were dieting or recently dieted (their target market) had a “hard time depriving themselves of treats” (p. 7), they used that information to develop smaller snack bags of guilty pleasure treats that didn’t go over the target market’s calorie threshold. I think that Communispace easily demonstrates their ability to not only extract information from a relevant consumer base but also their ability to come up with solutions based on valuable interpretations. On page 4, the case mentioned that the employees at Communispace don’t just want companies to receive the information gathered for them; they want them to actually act on the solution recommendations provided by Communispace. I really like that Communispace has a team of Directors of Client Servers to act as listeners to the client who could help analyze solutions. I feel that if I were a brand manager, especially one that is just launching, collaborating with Communispace would definitely give me a competitive advantage. The people at Communispace seem as if they are really out to establish a long term business relationship with every client. I believe the team at Communispace would truly care about developing a launch for the brand. As the text states, the company is “purpose driven, not profile drive.” It would make me more comfortable knowing Communispace had a deep commitment to the brand rather than just trying to build a portfolio book. 2.

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