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Industry / Company
Consumer Electronics
Answering The $100+ Billion Dollar Call.
Consumer Electronics - Repositioning Propels Brand to #1
CHALLENGE
- Company outlined 10-year plan to shed budget brand image
- Establishing a Global Brand Positioning was a wicked challenge given:
- Wide range of categories
- Different customer requirements and competitors across categories
- Different customer and competitor dynamics by market
SOLUTION
- Working in close collaboration with Global CMO and a broad Leadership Team, LPA created a winning customer insight and positioning for the master brand
- LPA then cascaded global positioning into competitively advantaged positionings for each product category
- Played key role in enrolling a large and diverse leadership group behind key choices, critical to enabling activation with speed
- Active LPA participation in cross-category, cross-geography socialization and tailoring
RESULTS
- Brand Repositioning contributed to becoming the world’s largest manufacturer of consumer electronics and achieving a market cap in the hundreds of billions:
- World’s largest manufacturer of mobile phones and smart phones
- Leading vendor of tablet computers
- World’s largest TV manufacturer
Client Feedback
“We now have a master brand positioning we can take forward, and Chief Marketing Officer has very positively bought into the core idea and insight of our lead option. I wanted to express how much I appreciate what we were able to accomplish together – we have come so far in such a short time. Thank you for your great partnership and expertise.”