Strategic Business Architecture
Giving a New Product a Distinctive Position in a Crowded Category
The context
A consumer business preparing to launch a new iced-tea range needed to establish a distinctive brand proposition and identity before entering the market.
The challenge was to align positioning, naming, identity and packaging so that the brand would have a clear strategic foundation rather than relying on design alone.
The challenge
Create the brand foundations for a new iced-tea proposition, from naming and positioning through to packaging and communication guidelines.
What Connexus did
The engagement covered:
- Brand and category analysis
- Naming and identity development
- Product and variant architecture
- Brand positioning
- Packaging design and artwork
- Visual identity system
- Communication strategy
The positioning platform was developed first, providing the strategic basis for the brand's subsequent communication and design.
The Outcome
The engagement established a complete brand foundation spanning positioning, identity, packaging and communication, giving the business a coherent proposition with which to take the new range to market.
The work demonstrated the importance of resolving the strategic question — what should this brand mean and why should anyone choose it? — before moving into execution.
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