Brand Architecture Case Studies

Client:
Global spread brand

Challenge:
The client had loved a product by consumers and it had remained unchanged since its origins. The client saw the opportunity to expand into new categories. Key question was: to which categories to stretch to and how to ensure that the full portfolio built one story.

Work done:
Through the Brand Architecture we identified how the brand could deliver its strong assets in new categories and how to prioritize the introduction of innovations. It was critical to identify how to expand the brand in a way that it lived up to the expectations of consumers.

Results:
The brand architecture became the compass to define the innovation pipeline to enter into new categories as well as the right order of expansion (how to stretch the brand).