Refreshing A
Global Brand

HOW A MULTI-NATIONAL BRAND UNCOVERED ITS CUSTOMERS' EMOTIONAL NEEDS AND RE-ENERGIZED ITS GLOBAL POSITIONING

CHALLENGE

What global brand positioning will DRIVE SALES and MAXIMIZE BRAND GROWTH?

INSIGHTS

The brand had always considered FUNCTIONAL BENEFITS to be most important to brand-building. Millward Brown showed that this was NOT THE MAIN DRIVER OF BRAND VALUE, instead, it was SHOWING COMMITMENT TO BUILDING PERSONAL RELATIONSHIPS.

ACTION

The data provided commercial justification for marketing to CREATE A NEW GLOBAL POSITIONING, FOCUSING ON INTERACTIONS WITH CONSUMERS TO MAKE THEM FEEL MORE VALUED.

IMPACT

"Millward Brown's MEANINGFULLY DIFFERENT FRAMEWORK has evolved the way we think about our brand and WHAT WE NEED TO COMMUNICATE TO GROW VALUE."

WHAT'S YOUR BRAND GROWTH STRATEGY?

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