COUNTERING A FAST-GROWING COMPETITOR

Challenge

As the main competitor launched a new product range, we needed to anticipate its impact and define a communication strategy capable of countering it.

Approach

We held conversations with users of the client’s brand, the competitor’s brand and both, mapping perceptions, emotions and symbolic territories. These inputs informed a brand SWOT analysis that revealed each brand’s strengths and vulnerabilities.

Outcome

We identified six weaknesses that formed the competing brand’s Achilles heel and recommended communications that would strengthen our client’s brand assets where its competitor was most vulnerable.