Wisers

Brand refresh to reach new customer segments

Team

Current Asia
Wisers

Work Categories

Workshops
Analytics
Customer and Key Stakeholder Interviews
Process Mapping
Key Positioning and Messaging
Product Development
Product Naming

Key Objectives

  • Reach new customer segments to achieve growth while retaining existing core customers
  • Position Wisers as a true leader in the Greater China AI and customer insight space

Market Challenges

  • Truly differentiate in the crowded social media monitoring and insight sector
  • Reach senior marketing and corporate decision makers who may have been previously unaware of Wisers

Creative Process

Personas & Customer Journeys

  • Starting with internal and external stakeholder interviews and a market analysis and competitive review, we then provided a workshop with senior management, product, and brand executives
  • As a result of the workshop, we were able to identify 7 customer types and focused on 3 for bespoke messaging
  • Identified a brand framework with the key essence and purpose of the brand going forward and the supporting segmented value propositions for the new customer types

Insight & Positioning

  • Focused on brand foundation and differentiators with internal stakeholders
  • Focused on dynamics of Wiser’s markets, including new customer types, wants and needs in an increasingly automated world
  • The most compelling value prop for the target customer was the ability to make smart decisions rather than the data and solutions that Wisers provides.
  • New, customized, branded solutions that specifically answered the needs of verticals and customer segments

Deliverables

  • Special blend of AI combined with human intelligence and these assets were packaged together as business solutions that target specific customer segments such as finance, consumer marketing, crisis comms, etc.
  • Framework and copy for Website
  • Brand articulation that was passed on to visual designer

The Results

Drove significant incremental revenue from new customer segments and reinforced their leadership as a data provider and business solutions company alongside other big names

Other Recent Works
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