What We Do

Transformational Brand Repositioning

Insights from a broad body of our research contributed to an updated, strategically differentiating re-positioning, spanning retail and B2B businesses. As a result, Staples shifted to a provider of solutions that improve customers’ work lives, as opposed to just a seller of products. Product lines were re-designed, and new names/ logos were developed, vetted and optimized to convey this new positioning.

Positioning, strategy and customer experience assessment for evolving target

We used insights to create “The Sandwich Lover’s Story,” providing an understanding of what motivates category behavior among a new target for Arby’s who seek sandwich variety but think of Arby’s as chiefly offering just roast beef. Our research defined what key benefits and attributes the target wants most in sandwiches, sandwich providers and customer experience.

Repositioning strategy, advertising, menu,
store and customer experience optimization

In addition to 14 years of across-the-board insight discovery, our research informed the development and vetting of the strategy for and evolution of the “America Runs on Dunkin’” campaign, a strategic repositioning of the brand from “a donut shop” to a vital place where on-the-go consumers quickly fuel up with food and drink to jumpstart their busy days.

Strategy, name, image and store design
for re-branding

Our research helped shape the strategy, vet the name and optimize the store design to re-brand Popeye’s Chicken & Biscuits to Popeye’s Louisiana Kitchen. This effort repositioned and contemporized the Popeye’s brand and image from a fast-food place with limited offerings to a quick-service restaurant with a broader menu, higher quality culinary credentials, and richer, more differentiating, region-based imagery.