Client case studies
repositioning brand
to attract younger consumers
A leading food brand knew that to increase sales they needed to attract new younger users, but they weren’t clear on the best approach.
client situation
A leading food brand was seeing stagnating sales across multiple categories.
The brand equity was tied to a beloved restaurant that had gone out of business and the team wasn’t sure if a brand repositioning was needed.
decision point approach
- We conducted a multiple rounds of qualitative research to:
- Understand what the current brand positioning meant to current and potential consumers.
- Understand how important the current positioning was to the brand identity among current consumers and identify any risks of changing the positioning.
- Uncover what both consumer segments liked and didn’t like about new positioning options.
- After the qualitative, decision point partnered with the client to:
- Finalize the new positioning.
- Create a plan to ensure the new positioning would be embodied in all aspects of the brand – e.g., packaging, social content, advertising, etc.
- Our client needed additional bandwidth, so they hired decision point to implement our recommendations. A decision point consultant:
- Led a cross-functional team in redesigning labels to ensure they reflected the new positioning.
- Led the development of an integrated advertising campaign to amplify the new positioning.
actionable results
- Our research validated the clients’ concerns about their current positioning and provided a clear path to a new positioning.
- The new positioning allows the brand to retain current consumers and gives younger consumers a reason to consider the brand.
- The new label design outperformed the current design in consumer testing and clearly communicated the new positioning.
- The new ad campaign helped increase sales among the growth target and current users.
