DISCOVERING THAT LEADERSHIP HAD TO BE REGAINED

CHALLENGE

A long-established brand wanted to grow its category from what it assumed was a leadership position. We needed to establish its true competitive standing.

APPROACH

We combined surveys in several cities with conversations to examine strengths, weaknesses, symbolic codes and territories against competitors.

OUTCOME

We discovered that leadership was strong only in certain segments and locations. This led to complete repositioning, a new identity and a new narrative.