Brand Repositioning and Clarification

Case Study:

Brand Repositioning and Clarification

We used depth interviews with senior Retail decision makers to drive brand repositioning strategy and sales engagement...

Client

European Logistics and Supply Chain Service Provider

Issue

Brand repositioning and clarification

Approach

Client had a very strong internal brand and culture, built around key internal management philosophies and competencies, but external awareness and clarity as to what their brand stood for was extremely poor, especially amongst key client decision makers
White Space then engaged and expert-interviewed ~20 Supply Chain Directors from across the Retail marketplace to understand their key drivers, views on some of our client's management philosophies and perceptions of them vs other suppliers

Results

The results were then used to inform an ongoing marketing and brand repositioning campaign focusing around key management themes, including conferences and trade press thought leadership, based on the results of our research
Our tracking survey has revealed that both perception of our client and clarity as to their offering has exponentially increased through this campaign
They have also win 2 major new accounts through the engagement of key stakeholders in this way