.jpg)
Industry / Company
Home Health Diagnostic
Brand Reinvention Reinvigorates Brand Health.
Home Health Diagnostic - Brand Reinvention Drives Sharp Turnaround
CHALLENGE
- Leading global brand declining significantly across product categories and regions
- Poor innovation track record – low impact in market and big projects cancelled at late stages due to misalignment on consumer needs and market requirements
- Pressure to reduce resources/costs and high strain on current resources due to lack of clear priorities
- Weak/inconsistent branding and execution across regions and products
SOLUTION
- LPA led end-to-end brand reinvention including:
- Clear where to play choices to drive strategic focus based on thorough landscape assessment
- Strategic consumer target identification, research plan/ execution, and deep/actionable target insights
- Redefined brand positioning with unifying promise, benefits, and principles across product categories
- Decisive brand architecture driving choices on product benefits, forms, price tiers, product success criteria, and packaging / messaging priorities
- Detailed activation guidance across innovation master plan, stage gate process, cross-channel price-pack architecture, and communication plan
- LPA’s Activation Accelerator immediately post-strategic work to focus team on highest leverage in-market opportunities.
RESULTS
- First 6 months in market strong share growth across top retailers; gained leadership in key targeted segments/retailers
- Created step-change in cross-function and cross-region alignment on innovation master plan and communication plan priorities
- Up-skilled business unit leadership and cross-region team via hands-on coaching and scalable tools for reapplication
Client Feedback
“LPA followed a disciplined, data-driven, and insightful approach that helped redefine the future branding strategy for our franchise. From a clear definition of the consumer target to a crisp, differentiated proposition, their work enabled a revamped innovation pipeline. The LPA team brings deep expertise to the table, drawn from the many brands they’ve personally built throughout their careers.”