Opportunity map that inspires actions which bring brand purpose to life

Creating or reframing the essence of a brand is a very interesting and challenging job, but it is not enough to simply reveal this essence. You have to bring your purpose to life.

In this project, after an internal dive into the moment of the brand and the company, we embarked on an extensive Desk Research where we mapped opportunities based on real cases on the key themes of the business challenge. The purpose of the map was to provide the branding team with insights that included examples of inspiring tangible actions to help build the brand plan for the following year.

We investigated more than 30 national and international brands from five main lenses:

1. We understood the different brand architecture strategies of the main players to convey credibility and expertise as they create new branches of action;

2. We delved into the essence and communication of the sector to inspire different ways of materializing the positioning, balancing functional and emotional approaches;

3. We outlined the journeys of the main stakeholders to help shed light on new product possibilities and enhance the customer experience;

4. We listed learnings that give life to the positioning of brands within the company (directed at employees – EVP); and finally,

5. We structured some guidelines that impact the perception of ESG in the sector.