Brand refresh to reach new customer segments
Customer and Key Stakeholder Interviews
Key Positioning and Messaging
- 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
- 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
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
- 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
Drove significant incremental revenue from new customer segments and reinforced their leadership as a data provider and business solutions company alongside other big names
Let’s Start Something new
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