Project Types
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Reviving a Stale Brand
Situation
A global QSR brand had lost its soul. Fickle consumers were uninterested and unengaged; price and location were their primary motivation factors. Franchisees and employees were frustrated, mired in the whirlpool of price promotions. Our client needed to revive its brand and give consumers a new reason to come back.
Our Approach
First we excavated reams of existing information, spoke with a range of internal audiences and conducted a think tank of category experts to develop hypotheses on the clients’ biggest potential point of difference competitively. Then, using a range of qualitative research techniques, we set out to explore the cultural context and consumer mindsets and behaviors around the world, all with the aim of probing our “internal” hypotheses with “external” customers and potential customers.
Bringing it all together we recommended a new global positioning strategy, complete with an inspiring new brand manifesto and a strategic implementation plan for applying the positioning to marketing, communications, store experience and product development in over 50 countries.
Results
In addition to the realigning strategy and recharging employees, within six months of the launch of its rebranded outlets our client saw a 10-12% increase in same-store sales.
Situation
A global QSR brand had lost its soul. Fickle consumers were uninterested and unengaged; price and location were their primary motivation factors. Franchisees and employees were frustrated, mired in the whirlpool of price promotions. Our client needed to revive its brand and give consumers a new reason to come back.
Our Approach
First we excavated reams of existing information, spoke with a range of internal audiences and conducted a think tank of category experts to develop hypotheses on the clients’ biggest potential point of difference competitively. Then, using a range of qualitative research techniques, we set out to explore the cultural context and consumer mindsets and behaviors around the world, all with the aim of probing our “internal” hypotheses with “external” customers and potential customers.
Bringing it all together we recommended a new global positioning strategy, complete with an inspiring new brand manifesto and a strategic implementation plan for applying the positioning to marketing, communications, store experience and product development in over 50 countries.
Results
In addition to the realigning strategy and recharging employees, within six months of the launch of its rebranded outlets our client saw a 10-12% increase in same-store sales.
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Creating New Products for a New Target Occasion
Situation
Holidays create a spike in sales in many categories. Our client realized that holiday gift-giving was driving the majority of their business. They identified an opportunity to target a new, self-purchase occasion – but realized they needed a new product mix to fill it.
Our Approach
Building on the data the client had already collected and a deep dive on the client’s product development capabilities, we set out to understand the self-purchase occasion from the consumer point of view. A combination of ethnographic interviews focused on how consumers “treated” themselves and provided emotional depth on the needs and mindsets around the occasion; a SWAT team of consumer correspondents gave us a raw, unfiltered view of the category and self-purchase need.
Synthesizing the insights from this research we developed six strategic platforms that could serve springboards to create realy category difference and therefore focus idea development. Then we brought together clients and select SWAT team members in a Self-Purchase Invention Session to create a wide range of new product and service ideas for the self-purchase occasion. Quantitative research identified 5 new products which were then elevated to a lineup under a new sub-brand.
Results
A year after the US-wide launch of the new products our client is realizing revenue from a totally new consumer occasion, and balancing the their product portfolio more evenly throughout the year.
Situation
Holidays create a spike in sales in many categories. Our client realized that holiday gift-giving was driving the majority of their business. They identified an opportunity to target a new, self-purchase occasion – but realized they needed a new product mix to fill it.
Our Approach
Building on the data the client had already collected and a deep dive on the client’s product development capabilities, we set out to understand the self-purchase occasion from the consumer point of view. A combination of ethnographic interviews focused on how consumers “treated” themselves and provided emotional depth on the needs and mindsets around the occasion; a SWAT team of consumer correspondents gave us a raw, unfiltered view of the category and self-purchase need.
Synthesizing the insights from this research we developed six strategic platforms that could serve springboards to create realy category difference and therefore focus idea development. Then we brought together clients and select SWAT team members in a Self-Purchase Invention Session to create a wide range of new product and service ideas for the self-purchase occasion. Quantitative research identified 5 new products which were then elevated to a lineup under a new sub-brand.
Results
A year after the US-wide launch of the new products our client is realizing revenue from a totally new consumer occasion, and balancing the their product portfolio more evenly throughout the year.
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Understanding the Evolving Role of Media