The Challenge

In April 2022, IRI and NPD, two leaders in consumer data, announced they were merging. The merger was confirmed in August 2022. 

The new company needed a new brand positioning, a new brand name, and a new brand visual identity. The ambition of the new company was to become the largest, most innovative and progressive brand in global tech, insights, and data industries.

Landor & Fitch was selected to lead this brand transformation.

The Solution

We built a 3-phase project starting with a phase of Immersion and Discovery, followed by the creation of the Brand Blueprint and People Platform, and a final phase to Bring NewCo to Life.

We used a 360-degree approach to ensure the success of the merger by engaging all stakeholders, including employees, clients/prospects, and investors. 

We conducted separate employee listening sessions for both entities, multiple rounds of C-level interviews with top clients, and a brand equity survey.

The Outcome

The new company was successfully launched in March 2023 with:

• a new name: Circana

• a new positioning: Circana can turn that complex buying behavior into the clarity you need to understand the decisions you have to make for your business

• a new tagline: Complexity into clarity

• a new visual identity conveying all brand elements

The Challenge

Enterprise was founded in 1957 by the grandfather of the current CEO, Chrissy Taylor, as a fleet management leasing company but the world knows the company as a rental car provider. The company needed to better communicate the breadth of its portfolio and signal its ambitious goal to become a mobility leader. 

Ogilvy was selected in 2021 by Enterprise Holdings to lead the global brand strategy including developing brand positioning, purpose, architecture, and identity.

The Solution

We built a 5-step process with distinct and interconnected steps, from the discovery phase to the roadmap to brand strategy evolution. 

All were informed by qualitative and quantitative research.

To ensure a robust geographical representation, we constructed our research samples with over 20,000 respondents spanning nine countries.

The Outcome

The company introduced a new corporate brand, Enterprise Mobility, that reaffirms its mobility ambition and connects its full portfolio of offerings.

The launch included a new visual identity and corporate purpose: Advance the world, one journey at a time.

Communication now covers all the mobility solutions including car rental, fleet management, carsharing, vanpooling, truck rental, luxury rental, retail car sales and vehicle subscription, as well as other transportation technology services and solutions.

The Challenge

 Consumers commonly perceive nasal strips with limited applications, associating them mainly with addressing snoring issues and nighttime use. Recognizing this perception gap, the ad agency, Evoke, crafted three drafts of ad campaigns. One of these is more functionally focused, while the other two take a humorous and provocative approach.

What is the main message consumers get from  each campaign?  Which campaign would help to broaden the audience and increase usage?

The Solution

We conducted a comprehensive quant-qual research, engaging  with over 2,000 respondents across various subgroups. 

To gain insight into the campaign's communication impact and the emotions it evokes, our research design incorporated projective techniques, video testimonials, and numerous open-ended questions in a quantitative  setting.

The Outcome

Our recommendation was to proceed with the edgy option, "Everybody Strip", later renamed "Strip On”.

This choice was supported by its robust potential to break through the advertising landscape in a provocative manner. The combination of information, entertainment, and a calculated level of boldness positioned it as a dynamic and impactful campaign that could captivate the audience and create a lasting impression.

After a successful first campaign, Foundation Consumer Healthcare, owner of Breathe Right, launched the Strip 2.0 campaign in 2023.

The Challenge

 A FinTech company founded in 2014 has pioneered credit access for those with poor credit scores using AI and data models.

Originating with personal loans, the company now aspires to broaden its financial footprint. 

What additional financial services could we offer and who should we target?

The Solution

We built a process with distinct and interconnected phases, with qualitative and quantitative research to shape the brand strategy.

To understand how consumers think and talk about their finances, we proposed an agile approach with online ethnographic interviews via video responses. Along with competitive analysis, this step helped to define the problem and design the segmentation research. 

The future-looking segmentation was  key to understand the current brand equity, the expansion opportunities, and the areas of prioritization. 

The Outcome

Through qualitative research, we discovered consumer needs in financial services, specifically the desire for tools to assist in managing budgets and financing. Additionally, in this phase, we identified the language to effectively communicate about financial services, with a particular focus on credit options.

Collaborating with the client, we conducted workshops on the segmentation results.  Subsequently, we prioritized three segments to target and formulated a product and communication strategy tailored to each segment.

The Challenge

The iconic Laughing Cow cheese brand started to see declines in growth in the US. The Bel Brand leadership team challenged us to return the brand to grow.

How could we make the cow (and its stakeholders) laugh again?

The Solution

Over the  span of 8 weeks, we connected with current users, lapsed users, and non-users of the Laughing Cow to understand the complete experience with the product, from shopping in-store to consuming the product in their home.

We developed a multi-phase, mixed methods approach to map the entire consumer journey and understand the good, the bad, and the ugly at every step.   

The Outcome

We developed an activation plan to address the 4Ps.

The brand was relaunched with the following modifications:

• Product: improved recipe with better nutrition and cleaner ingredients

• Packaging: highlighting the iconicity and functionality

• Placement:  enhanced visibility and improved findability 

• Positioning: encouraged the choice to laugh at life