How can our brand stay relevant?

Background

Our client was a decades-old beauty brand. Over time, its reputation had shifted to “one for grandmas”.

As such, our client realized it was time for a reboot.

Given they wanted to move the brand in a new direction, they wanted to ensure they were not alienating their core fans (e.g., the older consumers) and they would also attract newer and younger consumers.

Methodology

We relied on a mix of methodologies:

• We conducted focus groups which included deep discussions around the legacy of the brand, brand definitions, and brand limitations.
• We deployed a brand survey which included questions around brand attributes and drivers of satisfaction for our client’s brand as well as competing brands.
• ‍Brand maps were created for each brand. We were able to overlay these maps to distinguish a unique area of opportunity for our client’s brand.

Result

Insights that drove the creation of a unique brand identity