challenge
In order to align a brand sustainably, clear brand positioning and the associated definitions and analyses of target groups, competitors, and marketing measures are of great importance.
Procedure
Project example: Brand positioning
In order to align a brand sustainably, clear
brand positioning and the associated definitions and
analyses of target groups, competitors, and marketing measures are of great
importance.
- Workshop with GF (including preparation and follow-up)
- Definition of objectives and action plan for TV brand campaign
- Revision of the vision
- Analysis/differentiation of relevant competitors and target groups (free/premium users)
- Definition of positioning characteristics and target position of the brand
- Survey and identification of brand values, creation of a brand core
- Formulation of brand messages (consumer insight, barrier to overcome, promise, reason why) for target groups
- Creation of briefing documents for TV commercials Implementation by agency, support in agency selection and implementation planning
Significant increase in brand awareness, image built in line with positioning; measurable increase in traffic, registrations, and conversion
results
Brand awareness significantly increased, image built in line with positioning; measurable increase in traffic, registrations, and conversion
In the workshop with enable2grow, we were able to completely reimagine our brand and give it a sustainable focus in a short period of time. The subsequent briefing provided us with an excellent basis for implementing our TV campaign quickly and successfully."
Bernhard Niesner
CEO, Busuu Online S.L.