{"id":528,"date":"2019-05-18T19:55:04","date_gmt":"2019-05-18T19:55:04","guid":{"rendered":"http:\/\/brandsandbeyond.nl\/?page_id=528"},"modified":"2019-05-21T11:10:35","modified_gmt":"2019-05-21T11:10:35","slug":"purposeful-positioning-case-studies","status":"publish","type":"page","link":"http:\/\/brandsandbeyond.nl\/?page_id=528","title":{"rendered":"Purposeful Positioning Case Studies"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"528\" class=\"elementor elementor-528\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-17603628 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"17603628\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6754e662\" data-id=\"6754e662\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6a7da00f elementor-widget elementor-widget-heading\" data-id=\"6a7da00f\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h6 class=\"elementor-heading-title elementor-size-default\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\">CASE STUDY 1: <\/font><\/font><\/font><\/font><\/font><\/font><\/font><\/font><br> <\/font><\/font><br><\/font><\/font><\/font><\/font><\/font><\/font><\/font><\/font><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\">Purpose for a global detergent leader<\/font><\/font><\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2a8c6d9f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2a8c6d9f\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-52ebd28a\" data-id=\"52ebd28a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1d34ee66 elementor-widget elementor-widget-image\" data-id=\"1d34ee66\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"750\" height=\"500\" src=\"http:\/\/brandsandbeyond.nl\/wp-content\/uploads\/2019\/05\/Purposeful-Positioning-Case-Study-Laundry.jpg\" class=\"attachment-large size-large wp-image-472\" alt=\"\" srcset=\"http:\/\/brandsandbeyond.nl\/wp-content\/uploads\/2019\/05\/Purposeful-Positioning-Case-Study-Laundry.jpg 848w, http:\/\/brandsandbeyond.nl\/wp-content\/uploads\/2019\/05\/Purposeful-Positioning-Case-Study-Laundry-300x200.jpg 300w, http:\/\/brandsandbeyond.nl\/wp-content\/uploads\/2019\/05\/Purposeful-Positioning-Case-Study-Laundry-768x512.jpg 768w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-25a4cbe2\" data-id=\"25a4cbe2\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-67583f7d elementor-widget elementor-widget-text-editor\" data-id=\"67583f7d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"color: #33cccc;\"><b><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Client:<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/b> <\/span><br \/><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"> Global leading detergent brand<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p><p><span style=\"color: #33cccc;\"><b><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Challenge:<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/b> <\/span><br \/><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"> The client needed to redefine its out-dated global brand positioning, traditionally focused on functional benefits. <\/span><\/span><\/span><\/span><\/span><\/span><\/span><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Approach included re-visiting their segmentation, target consumer, and brand positioning.<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p><p><span style=\"color: #33cccc;\"><b><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Work done:<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><br \/><\/b><\/span><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"> 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.<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p><p><span style=\"color: #33cccc;\"><b><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Results:<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/b> <\/span><br \/><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"> The new purposeful positioning was successfully implemented in communication and innovation making the brand more modern while still building on its heritage. <\/span><\/span><\/span><\/span><\/span><\/span><\/span><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">The brand drove global organic growth of 8%.<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6ce9f25 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6ce9f25\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6fa5b6e2\" data-id=\"6fa5b6e2\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5b0b3f25 elementor-widget elementor-widget-text-editor\" data-id=\"5b0b3f25\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong><a href=\"http:\/\/brandsandbeyond.nl\/?page_id=423\"><span style=\"color: #33cccc;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">&lt;&lt; <\/span><\/span><\/span><\/span><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Back<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/a><\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>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.<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-528","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"http:\/\/brandsandbeyond.nl\/index.php?rest_route=\/wp\/v2\/pages\/528","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/brandsandbeyond.nl\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"http:\/\/brandsandbeyond.nl\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"http:\/\/brandsandbeyond.nl\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/brandsandbeyond.nl\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=528"}],"version-history":[{"count":8,"href":"http:\/\/brandsandbeyond.nl\/index.php?rest_route=\/wp\/v2\/pages\/528\/revisions"}],"predecessor-version":[{"id":724,"href":"http:\/\/brandsandbeyond.nl\/index.php?rest_route=\/wp\/v2\/pages\/528\/revisions\/724"}],"wp:attachment":[{"href":"http:\/\/brandsandbeyond.nl\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=528"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}