CASE STUDY 2:
Purpose for a niche telecommunications player
Client:
Pioneer B2B WiFi Mesh company
Challenge:
The client had led the WiFi mesh category (a small but visionary segment of the WiFi market). New competitors were entering the category and the client needed to establish a stronger brand to “own” the space they had pioneered.
Work done:
Defined new purposeful positioning following a systematic approach including competitors and trends understanding, online netnographic research to identify the needs for the super connected home among the early adopters of technology, and brand purpose and value proposition definition.
Results:
The work brought great clarity about how they should position themselves to continue leading the WiFi mesh category. The new brand purpose and value propositions were successfully implemented with positive feedback from the customers.