Health & Beauty
When a successful line of products is evolving to create a brand relationship, it needs to figure out
how to dimensionalize its new Brand promise in a meaningful and humanistic way, to ultimately result in
a Brand creative idea.
- Conducting a heads up IdeaSwap® with 4 groups of consumers in one day, interspersed with 4 facilitated strategic sessions between each one.
- Attendees included Client marketers & insight champion, Agency planners and creatives, and 2 heads up members.
- The focus group discussions evolved as insights and hypotheses were identified along the way.
OutcomeThe team co-created 13 alternative positioning territories: what the Brand and consumers shared, how the Brand would need to act, and how it was meaningful to people’s lives.
The 13 were later evaluated and culled down to 4 for concept creation and testing.