client situation
- A leading food brand was seeing stagnating sales and an aging consumer base across the multiple categories in which they compete.
- The brand team knew that to grow the business, they needed to bring in younger consumers without alienating existing consumers.
- With brand equity tied to a defunct but nostalgic restaurant chain, the team grappled with whether to double down on their current positioning or pivot toward a bold repositioning.
decision point approach
- To understand the differences and similarities between the growth target and existing consumers, we conducted in-depth interviews (IDIs). Topics covered included:
- Product usage, motivations, and brand perception.
- Brand positioning, including: did the current positioning resonate with the growth target, fit their perception of the brand, were there certain elements current consumers considered integral to the brand identity, any areas that the brand did not have permission to go.
- Using these insights, we determined a new positioning was needed.
- We developed alternative positionings based on consumer insights, internal capabilities, and the competition. These options were tested in a second round of qualitative research.
impactful solutions
- Our research identified the limitations of the current brand positioning and identified opportunity areas.
- We developed and validated a new positioning for the brand that was compelling to both current and potential consumers.
- Our client retained decision point to implement our recommendations. A decision point consultant worked directly with the client’s brand team to bring the positioning to life through new packaging graphics and through an integrated advertising campaign.
client success
- The new positioning enabled the brand to attract younger consumers while retaining current ones.
- The new ad campaign helped increase sales among the growth target and current users.
- The new label design outperformed the current design in consumer testing and clearly communicated the new positioning.
- Bringing on decision point to lead the implementation increased the brand team’s bandwidth and helped them quickly act upon the consumers insights that were uncovered.
