Exploring A New Positioning

Challenge

Gaining insight into the perceptions of a major automotive brand and its competitors, so they can leverage their unique brand positioning.

Our client partnered with us to help them explore their new brand positioning. Their goal was to gain a comprehensive understanding on how to incorporate this research into their future strategy. Additionally, they needed to understand how this new positioning would authentically manifest in consumers’ lives, their associations with it, and its significance within the automotive category across several major brands.

Approach

Our goal was to analyze the automotive landscape, understand how various brands are perceived, and identify the needs they fulfil. Through projective techniques, participants had to consider each brand’s personality beyond the “typical” product attributes. From there, we pressure tested their new ideas across the automotive landscape and examined how it could be effectively integrated into brand experience.

Impact

Our client learned that they have the opportunity to uniquely position themselves by operating within a niche space not occupied by its closets competitors, and secure a distinctive, and enduring place in the eyes of its potential buyers.