Situation
As a leader in the market for over 100 years, my client’s product brand had excellent brand awareness and equity with customers. The name was almost synonymous with the product and had led with innovations throughout the last half of the twentieth century. However, as a result of multiple acquisitions and company sales, the brand itself had not been revitalized or supported for years. The challenge was to come up with a new position for this heritage brand that differentiated it from other products in the portfolio without losing its equity as a valued heritage brand.
Solutions
After interviewing key stakeholders and gaining insights into the brand’s memory with customers and users, we looked at the broader category space to understand opportunities and threats. With the results of a new global brand research and our competitive audit, we clarified the brand architecture within the overall house of brands strategy. We then came up with a new brand strategy that would position and differentiate the brand in the marketplace that would update the brand while keeping its strong legacy intact.
