Situation
With big growth goals and big opportunities in the space, the client needed a clearly differentiated position as one division within a global brand architecture. As a smaller division, the client was looking for a way to rebrand and position this offering for growth.
Solutions
Starting with key partners, I interviewed stakeholders inside and outside of the organization to gather insights, capture the customer’s journey on a journey map, create personas of key target customers, and integrated secondary research data points into a clear picture of the marketing space. I completed a competitive audit of the brand identities, themes, and communications of key competitors to understand the broader marketplace.
Working within the corporate brand strategy, I created a specific, clearly differentiated brand strategy approach for the division. The position launched with a new marketing plan that I visualized for the internal marketing team and their clients to help everyone understand the position of the brand, the personas, the concurrent trend research, messaging, creative strategy and execution plans.
- User research
- Competitor research and audit
- Secondary marketplace qualitative research
- Personas
- Journey Maps
- Brand strategy
- Brand positioning
- Visualization
