CAT’S BEST LITTER

« The Power of Nature »

The Challenge

How to transform a successful product into a leadership brand?
How to justify a premium brand positioning in a market dominated by price and private label brands?
How to justify a brand range in a market without segmentation?
How to upset market rules with very limited marketing funds?

The Process

Brand essence analysis through morphological consumer research
Creation of a taskforce team: research, creative, brand, marketing & sales
Development of a new brand positioning and identity via an international process, involving the consumer at every step

The Results

A single-minded, focused and highly relevant brand positioning and brand story used for a pan-European roll-out
Double digit sales growth in an otherwise declining market

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CADUM

THE CHALLENGE

• How can a mono product brand reconnect with growth in a declining market (solid soaps = -4%/yr)?
• How to extend the target reach to recruit a younger consumer base?
• How to evolve brand perceptions to gain relevance for families (Cadum = a legend with a strong “baby” bias)?
• How to succeed the brand leap with very limited marketing funds?

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JARDINS LACHAUX

THE CHALLENGE

• What potential for a luxury gardening brand in a market increasingly competing on price?
• How to identify the true leverage points for a high-end service offer that is unique and differentiating?

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STYLEVAN

THE CHALLENGE

• How to reconnect with growth in a market dominated by large industrial groups (camping car multinationals)?
• How to rejuvenate an ageing brand with an irrelevant competitive edge?
• How to relaunch product development and innovation without appropriate investment funds?

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TARKETT

THE CHALLENGE

• How to define a single-minded positioning for a company forged through multiple mergers & acquisitions?
• How to converge heterogeneous corporate cultures and brand identities?
• How to develop a brand story coherent to the corporate CSR messaging?

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