Redefining Position: From Category Follower to Leader

Not just finding your place in the category – leading it!

The Challenge:

Our client had a great product with a distinctive taste and high appeal – but it wasn’t selling. The category leaders were too strong to challenge, so we needed to work out whether to reposition – or to pull from market.

The Solution:

Holistic qualitative and ethnographic brand mapping: observing and understanding how products were seen and used in relation to each other – defining subcategories, learning the ‘rules’ for each of them, identifying the leaders – and finding the gaps.

The Result:

We changed the game; instead of unsuccessfully competing in a saturated sector, we could be the champion in another. The concept was rewritten, the artwork was updated, the ads were recrafted – and the product began to fly.

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