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Developing a new global brand positioning
Our client (a major global energy company) was looking to evolve its brand positioning to better reflect its updated brand personality and brand metrics.
Challenge
Why brand positioning research was needed
Our client, a major global energy company, needed brand positioning research to guide a significant evolution. They wanted to be seen as more human, modern and innovative. Without losing touch with their existing brand heritage.
Approach
Our brand positioning research spanned four markets (UK, US, China and Germany), combining workshops and in-depth interviews among both consumers and business audiences. The qualitative phase made use of our in-house proprietary Creative Licence approach whereby we look to nurture and build ideas rather than merely critique them.
This was followed up with quantitative interviews in these same markets looking to understand the potential impact of the new brand positioning on brand equity relative to the existing approach.
Impact
The research was used to help tweak and refine the new brand positioning as well as showing the potential benefits and any local market sensitivities to be aware of. A decision was made to launch a version of the new brand positioning which has now been rolled out globally.
