Delineated brands portfolio for international group
In recent years, a large international group in the agricultural sector has experienced massive growth, both organically and through takeovers. That has led to a somewhat opaque portfolio of brands in which it was not clear what each brand stood for.
Furthermore, brands in certain segments were competing with each other. Think BBDO was asked to give a better structure to the brand portfolio and to provide clarity around the brands themselves.
For a project of this scale, a roadmap was devised and implemented over a six-month period.
Firstly, some deep-dive sessions were organised with the management teams of the three brands, which delivered interesting insights into the strengths of the brands as well as future challenges. Think BBDO tested these internal insights against the findings and experiences of the group's most important clients in more than five countries in Europe and Africa.
In a second phase of the project, interactive workshops with employees were held to establish the positioning of each brand, using the client survey findings as well as the group's future strategy. For each brand, the drivers, personality, personas, brand essence and value proposition were defined.
This international group now has a sharply defined brand platform that provides the basis for future commercial and communication activities.