BRAND POSITIONING
EXPERIENCED ADVISOR AND FACILITATOR
It’s a big deal to reposition your brand. There is a different energy and scrutiny around these processes. Often a sense of jeopardy too. But with that comes a real focus on foundational business and marketing problems. And a real desire to create a strategic idea big enough to impact them. Usually it does.
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I have repositioned brands from telco to pet food, from toys to banking. Each repositioning has felt unique and brought its own set of challenges. Whether you’re tapping into macro trends, pursuing a higher purpose, rejecting category norms, or mining a good old-fashioned human truth, there is no right or wrong way to do it.
The output may be a compass, a key or a pyramid. Honestly, this matters very little. But there is a simple process that holds true whichever model you follow. Collaboration throughout, and approval at each gate.
I offer thoughtful facilitation of this process, balancing thorough listening with a strong push to make interesting leaps, embrace fresh perspectives and settle on a true strategic idea, not just a set of words everyone can agree to.
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If you are thinking about a brand repositioning, or have one underway that's proving challenging, I can help.
FINDING A PATH TO GROwth: challenge accepted
THE PROBLEM​
Hot Wheels had an image problem that was stunting growth: In a world where parents increasingly value STEM toys, Hot Wheels was seen as a $1 pacifier to buy at the checkout. Kids weren’t staying in the brand past 5 and parents weren’t investing in higher ticket, higher margin track sets.
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THE STRATEGY​
The Growth Mindset has been a dominant parenting (and business) theme of the last decade. At its root is the idea of growing through challenge. Our epiphany was that challenge was inherent to all the play patterns Hot Wheels was targeting. And it could perfectly encapsulate something parents cared about. We repositioned the brand around embracing challenges, and the things we learn from them.
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THE IDEA
Challenge accepted.
Challenges are not only fun, they help us discover what we’re capable of.
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THE IMPACT
I'm proud to have played my part in the extraordinary impact this idea has had on the Hot Wheels business. And in awe of the commitment the Mattel team have demonstrated to it.
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Today, the idea of embracing challenges is driving TV content, gaming partnerships with PS5, competitions, influencer engagement, product innovation and more all around the world. And it is has paved a path to growth . After years of stagnation, this platform has underpinned several consecutive years of global growth.