Issue

A wireless communications company's brand lacked a strong identifiable position, so the company wanted to develop a holistic understanding of its brand performance across all industry factors. The goal was to identify what was important in the market and determine the most appealing and feasible, then also aspirational, positioning for the brand.

Process

We knew it would be important to find competitive advantages and disadvantages at the most granular level (geographically and by market segments), so we designed an online tracking study, completing 15,000 interviews per month. This allowed for superior representation to secure confident, accurate brand retention and market acquisition knowledge.

Result

Market Strategies identified the most compelling messages to various segments across many geographic regions. The study has revolutionized the client company's positioning, and the company now uses the findings to guide its entire brand strategy across all company teams.

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