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.


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.


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