CASE STUDY 1:
Purpose for a global detergent leader
Client:
Global leading detergent brand
Challenge:
The client needed to redefine its out-dated global brand positioning, traditionally focused on functional benefits. Approach included re-visiting their segmentation, target consumer, and brand positioning.
Work done:
Defined the new purposeful positioning following a systematic approach which include upgrading the consumer segmentation through storytelling techniques, redefining the target consumer and qualifying qualitatively and quantitatively the new brand positioning.
Results:
The new purposeful positioning was successfully implemented in communication and innovation making the brand more modern while still building on its heritage. The brand drove global organic growth of 8%.