CASE STUDY ONE

Repositioning one of Australia’s largest customer-owned financial institutions as a credible alternative to the ‘big banks’.


The client challenge:

Our client sought to understand their brand positioning, overall brand health and key opportunities to reposition their brand as a strong and desirable alternative to the big 4 banks.

What we did:

Through a multi-staged research program, our research identified that Australians were genuinely inquisitive about our client’s proposition. We conducted extensive qualitative research and ongoing brand health tracking, while partnering with our client and their advertising agency in order to launch and refine their new brand positioning campaign.

The outcome:

Since the brand relaunch we have provided on-going insights and performance measurements of our client’s brand. Through this we have been able to inform the marketing team and key stakeholders including the advertising and media agencies. Most importantly, our client has enjoyed improved brand salience, a more unique brand identity in a crowded market and improved brand consideration amongst the core target audience.

CASE STUDY TWO

Understanding how to drive brand choice in a business market, when it has traditionally been a champion for leisure.


The client challenge:

Our client sought to understand what really makes a difference in airline choice and what it would take to encourage the business market to form new brand habits.

What we did:

Understanding that the most powerful brand connections come from brand experiences, a program of both qualitative and quantitative research was executed to identify, understand and prioritise drivers of choice within the airline industry, with particular focus on the business traveller market. Hygiene factors and key differentiators were identified along with benchmarks for competitors.

The outcome:

We formed the basis of our client’s 3 year strategy. Each business area was provided with key focus areas on where to invest to achieve the greatest ROI. When audited, external consultants not only endorsed the program, but also declared this was the most comprehensive and robust foundation for transformational change.