Co-Creating Brand Positioning with Consumers
In an increasingly fragmented market that continues to trend toward tighter profit margins, a major cheese brand wanted to reposition itself and make a stronger connection with its core consumers. The company had defined market segments and eating occasions for their existing brands; however, their traditional marketing messages were failing to deepen brand loyalty and differentiate from competitive sets. How could this brand emotionally connect with core consumers to carve out the white space necessary to increase profits?
Rather than continuing to ask core consumers the same marketing questions in the same way, SIVO Insights developed a customized methodology designed to dive deeper. In-home ethnographies with core consumers provided a framework on who these people were and what they cared about most. SIVO Insights then used this information to develop several hypotheses that linked the consumer’s perceived emotional benefits to unique brand assets.
In phase two, SIVO Insights conducted focus groups with core consumers to build creative boards of the imagery, words and phrases that surround each of the emotional positioning territories uncovered in the ethnographies. The consumers also identified which territory rang most true for the brand and which most differentiated from its competitive set. Finally, SIVO Insights developed a robust consumer profile and built an authentic brand house using consumer language captured in the focus group discussions.
By creating brand positioning elements that use the core consumers’ own language when talking about unique brand assets, SIVO Insights paved the way for a richer, deeper marketing campaign that resonates emotionally with its core consumers and carves out a unique, ownable brand space in a highly competitive market.