8×4

Repositioning a historic brand

Objective

To discover the globally common insight on which to build a sustainable new global position.

Methodology

We developed a five step process to identify deep-seated consumer insights and to generate profound expertise of current and upcoming communication and product design trends:
1. Consumer insight generation through an European inter-cultural exchange program in four cities with 16 consumers
2. Ideation workshop with experts to process the consumer insights
3. A common ground workshop with experts and international marketing executives including a trend immersion tour
4. A product design development workshop with leading edge consumers and key creative studio visits
4. In-depth product design expert interviews

Output

A fresh communication strategy align with the new brand mission generated through the intercultural exchange program and evaluated through the common ground workshop as well as a re-design of the product range according to the consumer insights.