Background
A consumer packaged goods client had a dominant position in their category, but they lacked the ability to parlay that brand dominance into adjacent categories. Upon further assessment, we found that the company’s product brands were well defined, but the positioning of the master brand was poorly defined and inconsistent in different parts of the world. This breakdown was the major obstacle to growing in adjacencies. The company engaged EMM Group to help align the positioning of the master brand around the world and reinforce it with every marketing investment in an effort to move beyond a single category focus.
Action Plan
Working with marketing and business leadership, EMM Group developed a brand equity framework and process for the company and helped implement it across the brand portfolio. Next, we facilitated development of the company’s brand proposition and its articulation in a Global Master Creative Brief. Finally, we identified a series of initiatives designed to grow the brand from a single category to a multi category brand that fulfilled a larger yet highly relevant promise.
Results
The company has successfully expanded into multiple new categories, which continue to account for an increasing share of revenue and drive new organic growth.
