How do you expand a successful brand in one category to an unrelated category?
A leading Australian icon wanted to leverage their brand into a new category. Simply asking the rational questions would lead to rational responses and limit opportunities.
Sprout was commissioned to develop the customer value proposition for this brand extension and to ensure it would not dilute its engagement levels in its core category.
We fused qualitative research, neuroscience and brand strategy to deliver the solution.
- qualitative research
- brand strategy
The business implemented the recommended customer value proposition and is developing the new offer for the category.