Globally strong yet locally challenged"It’s a couple of beers and some snacks with the gang after work. Then off to meet a customer at a bar down town."
“We’re in this together.” This global brand with a strong presence was struggling in new markets. The appeal was lost in new cultures and the client needed to act fast. Competition was increasing and the cost of brand switching was low. Another difficult marketing question: how to retain the global appeal but work it to local interests?
The solution was simple we needed to get inside the customers head – so Cimigo listened, we learned. We talked to the trade – we spent more time in bars, clubs and restaurants than we ever knew existed. We knew that local consumers were not getting it and we knew we had to refine the brand to meet it.
We worked to understand the difference between the brand promise and the brand experience. We dug deep into the local culture – we immersed ourselves in it. We synthesised and delivered a refined positioning platform that resonated with the local identity (and got a nod of approval from the global brand custodian).