Frank Strategy Vancouver developed this Brand Model for an early stage company intending to sell baby and maternity products. Deep consumer research underpinned the strategy. Extensive studio work was required to create the Communication Platform.

1. This document tells you everything you need to know about
the Marilyn Jean brand. Shhhh, it’s top secret.
Brand Genesis

2. 1st time mums spend 70% more than experienced mums
in pre-natal and first year. Because they don’t know what
products they’ll need, first time mums over spend in an
attempt to prepare for all circumstances and to demonstrate
that they are good mums.
By helping them understand what to expect from their
pregnancy and by offering evidence-based research on
authentic products, Marilyn Jean relieves first time mums of
rookie anxiety and reduces their need to over spend.
Marilyn Jean further reduces the cost of welcoming a baby into
the world by partnering with reputable manufacturers to offer
members substantial discounts on integrity products.
1st time mums are anxious about
the changes ahead of them and are hungry
for guidance. They are open to new experiences
and new relationships because they are
developing new attitudes. Our brand will
satisfy their need for guidance at a time they
are most open. We will monetize our efforts
through product sales only when we have
earned their trust.
Our Reason
for Being?

3. What We Do?
Marilyn Jean is the mum’s mum. We provide maternity
information, applications, products and community to first
time pre-natal women.
By matching high quality content with the mothers pregnancy
stage, Marilyn Jean provides highly relevant information that
settles anxiety and empowers the mum (i.e. content marketing).
By offering information, functionality, products and community
simultaneously, Marilyn Jean demonstrates a holistic and
benevolent knowledge of the subject.
Where appropriate, Marilyn Jean
concludes the intellectual exchange
with a product transaction.

4. Marilyn Jean creates content that addresses time sensitive maternity issues. Because mum’s due dates are collected on
signup, this content is delivered at the most relevant time over email, applications or via the web (post sign in).
The content is broad and addresses things like:
How We Do It?
Product reviews and recommendations are evidence based
and offered to the members with transparency. Marilyn Jean’s
brand is built on educating and guiding mums to make effective
decisions. While our product team will be working hard to find
integrity products that stand up against peers.
• What medical procedures mums can expect
• What physical, emotional and social changes to expect
• What stage of development the baby is at
• How to manage physical discomfort
• How to arrange a baby shower
• Naming options
• How to prepare finances
• Birthing options
• Feeding options
• Product reviews
• Lifestyle, comedy and anecdotes
• Nutrition and weight management
Our marketing team strikes a
healthy balance between promotion
and information.

5. Pre-Natal
Characteristics:
• Unable to tell anyone other than her mum.
• Feel sickness and nausea often, especially mornings.
• Considering relationship potential.
• Considering financial ability and preparing a plan.
• Nervous about medical procedures and tests.
• Anxious about amount of life change.
• Excited but apprehensive.
• Making a maternity purchase is not on the radar.
• Looking for medical help, emotional support,
information on what to expect.
• Demistifying medical procedures
• Tips to manage sickness
• What’s happening to your body
• What stage of development your baby is at
• Stories/experiences from existing mums (Video)
• Community with same stage or advanced mums
• Info on finance
• Book recommendations and offers
The Mom We Offer
1
Trimester

6. Pre-Natal
Characteristics:
• Comfort level increases as sickness subsides
• Excited to tell people
• Medical procedures become normal and less frightening
• Elevated curiosity about what the future holds
• Switching friends out to find a suitable support group
• Need for information on nutrition, birthing, products
and body changes
• Excited about product purchases drives lots of research
• Week 20: purchase spurt due to gender being revealed
• Maternity clothes become important in month 5
• Nursery planning towards month 6
• Medical procedures to expect
• What’s happening to your body
• What stage of development your baby is at
• Community with same stage or advanced mums
• Maternity wear reviews and offers
• How to set up a nursery (hardware reviews and offers)
• How to arrange a baby shower, with registry set up
• Product reviews and offers (clothes, toys, consumables)
• Book recommendations and offers
The Mom We Offer
2
Trimester

7. Pre-Natal
Characteristics:
• Mobility starts to become an issue
• Hungry for information on birthing options/procedures
• Need to know about post birth care
(feeding, pumping, cleaning etc)
• Bodily changes are uncomfortable
• Needs hardware, clothes, consumables, toys and tools
• Lots of research on bonding and care
• Has baby shower
• Attends prenatal course and hospital walk-through
• Prenatal webcast
• What’s happening to your body
• Feeding options, common problems and how to manage
• Birthing options with pro’s and con’s
• What stage of development your baby is at
• Community with same stage or advanced mums
• Maternity wear reviews and offers
• How to set up a nursery (hardware reviews and offers)
• How to arrange a baby shower, with registry set up
• Product reviews and offers (clothes, toys, consumables)
• Book recommendations and offers
The Mom We Offer
3
Trimester

8. For first time mums, who don’t know what to expect when they’re expecting, Marilyn
Jean is the pregnancy guide that offers practical pre-natal guidance and evidence based
product recommendations. Marilyn Jean combines the opinion of experienced moms with
professional advice, delivering distilled insights to the mom when she needs it most. Unlike
other guides, Marilyn Jean combines this motherly insight with agnostic product offers that
can save moms up to 70%. Marilyn Jean removes the anxiety and high cost of welcoming
your first family member.
Positioning
Statement
A description of the position that a company wishes itself, its product or its
brand to occupy in the minds of a defined target audience.

9. Marilyn Jean is the mom’s mom. Marilyn Jean informs, supports and equips new moms with
all the things they need to remove anxiety and unnecessary cost. Marilyn Jean is the first
choice in pregnancy planning.
Vision
An internal declaration of ‘what’ we want the brand to become.
The statement reaches further than a product description, it alludes to what
the brand needs to ‘mean’ in order for the company to be around in 5 years.

10. Marilyn Jean will partner with high quality content providers, product manufacturers and
maternity medical professionals to deliver the best guidance for first time moms. We will
offer highly relevant applications, information, product and community so that moms feel
empowered. We will create strong relationships with product manufacturers to supply moms
with great products at greatly reduced prices. Integrity is our greatest currency.
Mission
An internal declaration of ‘how’ the brand will act on its brand vision. This
is an overview of what Marilyn Jean will do to achieve their brand position.

11. Loyal / Humble / Loving / Nurturing /
Open / Experienced / Resolved
Brand
Attributes
The attribution of personal characteristics that identify the visual, verbal and
behavioral traits of the brand. These traits inform campaigns, packaging,
and other communications.

12. Benevolence MJ shares life’s insights and encourages growth.
Character MJ is young at heart, kind and quirky.
Candor MJ speaks openly and acts with simplicity.
Experience MJ is well researched and diligent.
Brand
Values
An internal declaration of the code by which the brand lives. Brand Values
act as a benchmark to measure behaviors and performance.

13. Moms helping moms
be good moms.
Brand
Essence
The brand’s promise expressed in the simplest, most single-minded terms.
It is never used as a tagline, just an internal compass.

14. Marilyn Jean.
The mom’s mom.
Tagline

15. Marilyn Jean provides new moms with the information and products they need to demystify
their pregnancy and reduce the amount of money they spend on preparations. Marilyn
Jean is a website that combines practical advice on what to expect, with large discounts on
maternity products that rate highly among peers.
Service
Description
A description of the service being sold in broad terms.

16. Resource (Content)
Positioning
Retail (Products)
No DiscountsLarge Discounts
babycentre.com
kellymom.com
babygearlab.com
thebump.com
babiesrus.com
babyage.com
babyearth.com
amazon.com
totsy.com
zulily.comsteals.com
plumdistrict.com
No Competition

17. Tagline
We’re
all in this
together.