It’s not uncommon for brands to introduce new offerings… we all know this. But the challenge comes when the brand needs to successfully differentiate the offerings from each other. In this case, our client––a food delivery service app––wanted to understand what their new offering centered around delivery-only kitchens should stand for and why consumers should believe in it. It was critical not only for the team to understand what makes this new offering different from our client’s main business, but also what value it brings to consumers.
By first understanding this client’s consumers’ relationship with food delivery services and the brand itself, we explored what was currently going really well and then what could be optimized. While on the path to create and refine 6 new concepts for this offering in the UK and Singapore, we helped the team contextualize each response order to identify opportunities for the brand through cultural and market nuances.
Our work greatly helped the team hone in on lead positioning and messaging criteria in both the UK and Singapore. Aligning on consumer needs and cultural nuances was key to identifying the winning positioning––one that is live and well in market today.
Looking to the Future of Business Travel
Crowne Plaza, one of the largest hotel brands in the world, was on a mission to position themselves as the true challenger brand in the heavily-saturated, often-cookie-cutter world of business travel.
Pandora came to us, wanting to do a really smart, modern-day segmentation … not just a numerical prioritization of who they should go after, but a living, breathing, inspiring piece of work for everyone in the company to rally around.