Creating a brand positioning to support a new tyre launch
A global tyre manufacturer wanted to stay competitive and develop a compelling and customer led brand position for a new tyre product it was launching into a challenging market.
A session of immersion in nine future trend themes, brought to life by real examples, allowed a broader view of influences on their market. The consumer needs of these trend themes were them mapped onto our Windows of Opportunity Framework; giving ‘Core’, ‘Nice to have’ and ‘Wow’ needs. We then generated communication ideas for unfulfilled or white space customer need territories and finally developed the most fruitful ones into concepts.
4 different brand concept platforms were taken forward for consumer testing which best engaged with the brand’s offer in an emotional way befitting of the brand personality. Each platform included consumer insight based on our hypothesis about the target, the product proposition, reasons to believe, a tagline and accompanying mood board visuals.