How can we stretch the limits of our positioning and grow in new spaces?
Big brands have creatively stagnated and new brands are pushing the category boundaries.
Our framework
Identify archetypes within client category & two complementary/ supplementary categories to understand how developed categories are and to what extent client brand can stretch their positioning.
What was new/different
Going beyond client category to complementary categories provided excellent learning ground and opened uncharted territory that would not have been possible if research was restricted to client category alone.
Why was it actionable
- Cross-category comparisons helped ascertain where client category is lacking and how the future of the category can be shaped.
- Detailed profiling enabled further research into spaces identified.
Impact
Client developed new creatively unique positioning spaces, yet non-existent were developed and tested.
Client Speak:
Marketing Lead:
“This piece of work has become the cornerstone for our long-term plans for the brand and the category.”
