Global Proposition and Brand Research
Our client was a global food manufacturer with a portfolio of brands that includes a range of iconic and much loved products. They had recently acquired a global brand that had allowed it’s proposition and positioning to vary by country and move away from its original core values and brand research was needed to help develop a new and coherent proposition for the brand.
A global programme of qualitative work was conducted across several continents. In each country a series of extended Focus Groups was conducted amongst category users. Each Focus Group included playful and visual exercises designed to explore deep seated emotional associations with the brand.
We recommended a positioning that incorporated core values of the category, but also emphasised key areas of differentiation of the client’s brand.
As a result of the project the client was able to adopt a unified global positioning for the brand that communicated core brand values and resonated with consumers.