BT - increasing brand usage amongst key audiences
- Help marketers across multiple divisions understand the consumers-eye view of the “soul values” of their brand.
- Multiple qualitative techniques used to compare/contrast internal brand perceptions with reality of consumer perceptions of BT.
- Brainstorming to create internal ownership of consumer BT values.
- Follow up guidance to ensure findings implemented successfully amongst product teams.
- Result: A consistent use of ‘BT-ness’ across product divisions.