Case Studies

Brand Positioning

Business objective:

Build a durable brand foundation that will determine which consumer target(s) make the most sense for the brand and will establish a clear point of view that translates to consumers on a rational and emotional level.

Approach:

Conducted an online survey to evaluate brand positioning concepts to test imagery and product benefits. Gauged which positioning strategy best resonated with current customers to strengthen loyalty and/or minimize alienation and non-current customers.

Impact:

Five clear areas emerged that were successful brand components, providing a roadmap for creating the brand position.