Brand Building

‘Timeless reflections’

Challenge

A world renown crystal jewellery brand wanted to create an exclusive sub-brand for its interiors and lighting business. The challenge was to change the perception of this as a mid-market position into a high-end proposition as a sub-brand. The brand has a heritage and technology, yet for a luxury offering it lacked an emotional or aspirational story.

Result

We created a sub-brand offering emotive storytelling and unique proposition in the market place, that sits within the wider brand portfolio. Working with a diverse set of stakeholders across the business with different objectives, we align them towards the new proposition.

My role

Strategy lead directing project team for brand strategy and positioning phase.

Creating and leading interviews to gain a clear understanding of the brand, proposition and opportunities

Client co-creation workshops (C-suite)

Advising design teams on brand collateral to align with strategic objectives.

Methodologies / Activities

Primary research (Interviews, Focus groups)

Secondary research (Benchmarking, Trend research)

Brand strategy

Brand positioning

Stakeholder alignment & management

If you want to know further details about my project or simply want to have a chat about how I could be helpful to you, please get in touch.