A diagnostic brand health check using a bricolage of qualitative research

A full diagnostic brand health check, with prognosis for correction, was delivered. Local and international brand teams convened in newly established planning groups to execute a revised brand strategy and put in place a revitalisation of brand presence.  The introduction of new brand variant was fast-tracked

• The research unearthed a plethora of insights about the brand and its core audiences, and predicted a contemporary analysis of a new drinking culture which existed, which could actually bypass accepted and traditional norms (including marketing norms!).
• Local and international marketing teams were alerted in separate research presentations to new realities, including the threat of a brand which is ‘said’ to be cool but which is not ‘felt’ to be cool. It was a case of understanding consumer respect for the brand vs relevance of that brand to consumption occasion.
• Company response was immediate. New and remedial plans for the brand were carefully and sensitively drawn up.  As the report pulled no punches – needs to get back on the pitch” for certain demographic cohorts – the reinvigoration actions were uncompromising and significant.