A case study with Lifestyle Channel
Consumer co-creation for a brand positioning refresh and portfolio management strategy
The Lifestyle brand needed a massive overhaul - it had not changed its brand since inception and now needed insight and strategic direction for a fresh new brand positioning, brand architecture and content value development.
In particular, a clear point of difference for each of the Lifestyle brands within the brand architecture, including future opportunities for growth needed to be identified.
Managing a changing landscape with competitors improving from free to air through to online and SVOD options
Addressing how to remain emotionally relevant as a brand or sub-brand?
How to manage 5 brands across 3 different platforms in consumer sampling and methodology?
A series of consumer co creation workshops was used to nail the core requirements of the research alongside brand strategy partners. Co creation workshops allowed the consumers to help shape the direction of the brand refresh as well as provide content direction for future growth.
This was followed by brand definition groups and workshops across each channel entity to create the brand architecture pathway and content strategy.
Lifestyle Brand Refresh was launched and a huge success. The business utilised the information to perform a brand refresh for each of the channels, their program line ups, content development and website.
A whitepaper on the Emotional Economy and Lifestyle was published and we appeared with the General Manager Lifestyle on stage at Business Chicks conference.
Lifestyle Rebrand won an Astra Most Outstanding Award as a result of the brand refresh
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