Case Study
Products and Services Company: Global Positioning and Messaging
Challenge
StrategyOne was called upon to redefine the position of a world leader of ingredient branding and innovative product solutions for a broad scope of industries. The company sought to identify the brand’s current position among employees and thought leader audiences, then redevelop its brand position and messaging strategy so that they resonated with both key stakeholder groups.
Research
To address these needs, StrategyOne gauged the international perspective of the client by:
- Conducting 2 employee focus groups
- Conducting over 80 in-depth interviews across 11 countries
- Surveying nearly 900 relevant individuals from 8 countries
Insight
StrategyOne discovered that the client’s existing brand positioning did not encompass the company’s perceived strengths and core competencies aimed at meeting its future global goals. Additionally, StrategyOne discovered that respondents were unclear as to the client’s value proposition, marking a need for differentiation.
Action
This research resulted in the development of a new corporate positioning strategy that drew upon their perceived strengths, while also clearly charting their vision of the future, and the company’s unique role in bringing that vision to customers globally.
By beginning within the company itself, we guaranteed the client’s future research-driven positioning would remain relevant and resonate with core internal stakeholders.
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