Successful Global Repositioning

This company has a large stable of global brands, but senior leadership felt too many of the brands were stagnant.  We conducted a worldwide segmentation of their category to discover what was most important to worldwide consumers and how brands were positioned in the consumers’ minds.  One key learning was of particular importance to the company’s senior leadership.  Two of their brands were perceived almost identically by global consumers, when they should have been perceived very differently.  The brands were re-positioned, products clearly separated, communications and websites changed, and worldwide sales grew substantially.  Success.