Brand Positioning & Revitalization

Brand Positioning & Revitalization


Consumer Product Company Revitalizes Sagging Brand


Project: Brand Positioning and Revitalization
Client: Consumer Products Company
Situation
  • In the wake of a significant merger, the client had experienced major sales and profit declines on an important brand
  • Given the brand's importance, it had been recently re-staged in an effort to generate revenue growth and strengthen the potential for long-term profitability, however the results from the re-stage had been disappointing
  • There was a pressing need to revitalize the brand and position it for long-term growth

Assignment/What ASG Did
  • Developed a solid understanding of the reasons behind brand's disappointing performance, identifying underlying causes and key barriers to overcome
  • Established an overall brand strategy and blueprint for revitalization including a new brand positioning, strategic marketing focus, and detailed implementation action plan

Results
Identified a promising new positioning for the brand that provides clear differentiation and strong consumer and trade interest
 

"ASG helped us jump start our business growth capabilities by re-training our entire marketing management team in state-of-the-art, consumer-based, business building strategies, transforming the marketing function from tactical execution to a core growth focus."

Chief Marketing Officer
Financial Services