The Ice Cream Challenge:

The challenge is to reposition in the minds of consumers a brand of ice cream that has been on the  market for more than 50 years, this company was one of pioneers in making ice cream and  distributing them several municipalities of the Colombian Coast.

This company currently has a lot of competition not only nationally but globally, yet they are very  hopeful of reclaiming part of the market that they have lost due to the lack of updating their  processes and products.

For this before we started using the tools with consumers, we had to dig inside the company and do  a joint construction to know how we can improve internal processes so that we can then be able to  empathize with recurring customers and the next to loyalty in order to fulfill the goal that is to  reposition the brand through digital channel strategies and new distribution channels.

For the first phase we had to prepare the minds of the collaborators to make innovation within the  company, so it was necessary to know their needs, fears, ideas, empathize with them.

The tool that was used was the observation, we began to observe how the employees behaved in  their working days to know what their behavior was and the anticipation of the company and the  processes that executed or were part.

After performing the execution they were quoted in a group of 15 people approximately in a closed  room with colored walls and the board instead of being on the wall was on the desk, a "interview"  began to be conducted although this was not really an interview because it was not structured,  everything emerged as a conversation of colleagues. When they were all in more confidence and  comfortable with the situation we started doing didactic activities that were more like a game for  them through the color posts where they could write their opinions, perceptions and ideas.

In the end the board was a large wall of colors full of ideas, the employees felt happy because they  liked to be heard, from this activity could be standardized the process of shopping, billing among  others. Since being all involved in the process, not only those working in that department were able  to understand in a holistic way how the operation was taking place and it was possible to begin to  develop a standardization of processes through a design or flowchart of processes where the  process and those responsible were delimited, in addition to how each and every process for which  they were contributing were transversely connected.

We then used the following Storytelling tool in several meetings in conjunction with the marketing  department where the owners of the company who are family told their story of what their  beginnings were more than 50 years ago in the municipalities of the Colombian Coast where the  reason they started their company was to accompany the families at all the most important  moments , for them ice cream more than a consumer product is an experience, an experience that  is shared, ice cream is joy, it is fun, it is to indulge and more than a craving the ice cream will always

be to accompany us not only at the best times but in the saddest, they talked about the importance  of families, children and how important it is to take care of each other. The happiness that can be  conveyed with a small detail that is able to sweeten until the worst moments, that is ice cream.

All this in order to know how the brand should be visualized for relaunch, explained its value  proposition and competitive advantage. All this exercise was done to be able to generate the brand  and digital strategies, as the brand was going to empathize with people, because this company had  so much time in the market and had been a little forgotten.

Finally the tool used was the Visualization at this time we not only focused on the corporate image,  with this tool we were able to rediscover the distribution channels both physical and digital channels  to be able to reach more people. How to position ourselves not only in their mind but in their heart.  How to get to customers more efficiently.

I would have liked to start with the mind mapping tool which is the first phase of What is? To address  in the second stage information on the volume of information is broad enough to achieve real  empathy, which must be realized in a set of "design requirements" or the set of considerations that  must be met at the creation stage. We could get interesting insights.

