the brand problem: Proflowers faces several challenges when it comes to promoting its flower service, reinforcing its brand sentiment and defining its voice in today's world. 1) There's no shortage of flower companies, boutiques and competing grocery stores out there offering similar flowers. 2) the stereotype behind Flower buying is stuck as a last-minute gift buying idea and not an everyday occasion thing. 3) who the heck is the audience, anyways? the baby boomer generation and 45+ older? 4) and What power can Flowers have over human emotion and action? can a flower say, “I’m sorry”, "happy birthday", “I love you”, Get well soon” or “Will you marry me?” without a word spoken? so how does proflowers revamp their old school brand to make flowers an everyday occasion gift from younger people and digitally & socially sustainable?
my challenge: increasing millennial floral purchases and changing the flower-buying habits of americans, from impulse buy to daily loyal engagement, through social media.