Cultural Positioning
// Challenge
A global alcohol brand were aware of their strong cultural positioning, and that this was mainly down to organic consumer adoption. They were looking for specific insight into what interested cultural leaders in 4 key markets now, and in the future. They were also keen to understand if their current marketing strategy for an annual product release was still the best blueprint going forward.
// Methodology
Working with an agency as project lead, I developed a methodology that allowed for taking stock of the brand and competitor market positioning, as well as gathering rich insight from cultural leaders in their chosen markets. This began with an immersion stage to understand what insight the brand currently had, as well as collaborating with a semiotician to decode market behaviours.
The second stage involved 8x 1:1 interviews with cultural tastemakers across 4 global markets (n=32), working with cultural leads in each region. This culminated in an in-depth presentation including global and specific market recommendations for the business to action.
// Outcome
The outcome was a longer term, global plan into how the brand could hold onto its unique cultural positioning and embed itself further into the communities that value it the most.