Warming up to a Whole New Brand Positioning

A material technology company that produces sustainable synthetic insulation products used in a variety of outerwear, wanted to expand from a B2B positioning to B2C. They were looking to create an effective and unified brand architecture, which required a very involved and collaborative process.

Our approach ran over many months, and included multiple in-person touch points to ensure alignment with stakeholders at every step. To start, we developed differentiated territories through a Jobs-to-be-Done quant study. We then took these findings and optimized priority territories within qual, speaking with experts in this crossover space of insulation, outdoor apparel, and sustainability. Our next step was conducting an immersive Brand Architecture bootcamp with key stakeholders, to workshop each component of the positioning, and refine before socializing with the wider team.

The brand walked away with a brand positioning that integrated current strengths with fresh thinking, and offered a balance between both B2B and B2C needs.This strategic direction provided the brand with clarity on the direction of their brand for the future. 

Presented by The Sound