- Success Stories
Transitioning from a sales & product-driven company to an aspirational lifestyle brand
01
Challenge
An iconic footwear brand sought to expand its reach and connect with Gen-Z consumers in an emotive and ownable way. With a mix of established and emerging customer segments across the globe, the brand needed to show up as a more assertive brand— inspiring its consumers to join a community and lifestyle that stood for something beyond a simple line of footwear.
But creating a relevant brand meant overcoming several key challenges. The company had to win with a new generation without alienating its longstanding core customers. In other words, it had to figure out a strategy for managing the tension between modernity and heritage.
02
Solution:
We designed a transformation program that shifted the brand’s focus from product-driven to brand-centric and aspirational. The initiative entailed collaborating with senior executives to identify and refine the brand’s most iconic codes and brainstorm opportunities for adapting and leveraging them across all touch points.
03
Impact:
The brand codes that emerged from this workshop were presented to the board and have formed a key pillar of the company’s transformation strategy and updated brand identity.
