One of the most exciting opportunities for a marketing leader is making a positive difference. A tangible means of measuring your impact is to reverse negative business trends.

This shares learning from one of several business reversals that I've led. In this instance, the example is a confectionery product. The brand was a long term consumer favorite, particularly in the movie theatres. However, over time, cost savings and reduced marketing investment had allowed the brand to diminish its stature, taste and performance.

Within three years, we doubled the size of the brand and created momentum that propelled the business into the top 15 of a category with well over 75 brands, many well known favorites. We accomplished this through converting consumer insights into a potent brand positioning, improved the product quality, and effectively working with the sales organization to drive greater distribution and retail performance.

1. Consumer input is a critical component to drive actions. We had assumptions about the brand and improvements we had made and planned to make. However, in listening to consumers, we learned about our strengths in different ways and learned the intensity of their feelings about key brand attributes.

For example, we learned that improved ingredients were preferred on taste, as expected. But, as importantly, consumers shared their interest in knowing the ingredients.

We also learned that it was important to position the product as a snack versus simply another candy. This opened the door to a new package and location within the snack aisle, at a premium price per pound.

Lastly, we learned that the most responsive group to this message was Mom, as the gatekeeper. She responded to the message of "wholesome and then some". While not the words for communication, this proved to be the key takeaway for advertising, packaging and display materials.

2. Deliver a consumer preferred product. We took a brand that did not deliver on taste, and improved every dimension, in a cost effective method. First, we changed the ingredients from poor quality raisins and a compound coating to a blend of California raisins and milk chocolate. The resulting product was significantly preferred by consumers.

We realized that the packaging was not a satisfactory barrier to air. To address this, we changed the packaging to one with a better barrier and similar to other strong brands. At the same time, we strengthened the graphics to highlight the improved ingredients.

3. Partner effectively with Sales. We needed the Sales organization to deliver an improved retail performance. First, we needed to bolster distribution of core items. Second, promotional activity needed to be significantly increased.

To create the partnership, we provided advertising to improve velocity of movement for items in distribution. Additionally, we created promotional activity to drive trial. We also created group events to leverage the strength of our strongest brands.

Lastly, we provided recognition for great performance. This added fun and excitement to our brand at a heightened level versus other brands.

As you consider reversing the trends of your business, begin with your customers. Are they satisfied with your current product? Is so, determine the strength of its attributes relative to alternatives and expectations? Consider ways to improve on its performance versus the current product in areas your customer value.

Determine the core strengths of your brand in today's market. Are you communicating those core strengths? Are they consistent across all mediums-packaging, advertising, PR, etc.?

Lastly, are you partnering with Sales effectively to leverage their knowledge and strengths? The combination of an effective working relationship between marketing and sales can create a new paradigm to turn your business around.

Good luck reversing your business trends!