Global health-brand management system
The challenge
Imagine you were a venerable functional food brand, under attack by better-resourced competitors in dozens of different countries – and each local market responds differently…
You’re still recruiting new countries but you lack clarity about what the brand should stand for and how it should behave… so how can your marketers and your consumers be clear?
The HMT approach
Strategic Roadmapping with the client-team was our first step. We tested the resulting brand scenarios with consumers… and found different answers in different countries (leading us to a ‘market-stage model’ based on Wennstroms FourFactors Analysis System). And we identified an over-arching “expert” position.
Best practices: Then came an exercise of running branding workshops bring “expert” to life in different countries, depending on their market-stage. There were immediate positive effects on sales, so we shared learnings with all countries while continuing to develop two resources:
1.) Pathfinding manual – a step-by step tool to allow each country to analyse their competitve position; complete with flow-charts showing which market-stages require what kind of messages/action.
2.) Global Identity Guidelines – we worked with Design Bridge to renovate the brand identity and translate it into different national, format and flavour variants.
Finally we started work on how to communicate the brand at the different market stages.
After facilitating implementation workshops in several countries, we helped the client produce a system they could run themselves, including a series of simple blank-forms and step-by-step guides.
The Result
The client finished the process with a comprehensive Brand management system comprising:
- New global brand identity and design (with Design Bridge)
- Best practice examples
- Marketing Manual including Brand Guide and Market Entry Guidelines
- Global CRM content produced regularly by the HMT
The founder of the brand took us to one side and said:
I have to say it’s amazing the positive changes we’ve seen to the brand since your team joined our ‘family’. When I compare where we were that first day, with where we are now, I feel really happy.”
That kind of feedback makes it worth coming to work each day.