Despite the strength of the brand as a global asset, this FMCG food brand lacked support and was beginning to mean different things to different markets.
Ruby needed to deconstruct the equity wheel, explore the unique and ownable meaning of its elements independently and collectively, then reconstruct these learnings into an inspiring and actionable business asset.
10 market stakeholder interviews
Market semiotics
Online communities in 6 markets – first for understanding brand and meaning in market
Global workshop
Online co creation of global meaning with local nuances
Global brand council delivery and workshop
A tightly defined global equity wheel with local nuances
New insights on the meaning of the category and the role it plays
This in turn has informed global communications development as well as local brand and product development
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