How can we help a tired and jaded brand relaunch itself given the new youth vibes and dynamics?

‍Our Framework

Searching for the brand value proposition, we decided to move away from the classic frameworks like key/ peanuts/ pyramids that create structure and logic but fail to focus on stories - our value proposition framework BRAND LEAP focuses on keeping ‘creativity’ at the centre and aims for ‘brand potential’ rather than static one time view

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What was new/ different

• To explore what does living means to Indians, we went hybrid - we did photo-diaries, life-vlogs, people interactions at their common hangouts and focus-groups for validation

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Why was it actionable

• Brand purposes guide and inspire people, not just describe a brand philosophy - we created a brand’s story that was painted colorful with insights https://www.youtube.com/watch?v=WEcf9CfhVQo
  
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Impact

Helped the brand refresh its claims for an extended stay in the market

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