When What You Thought Was the Problem Isn’t
This story is true, but names and details have been changed to protect anonymity.
The brand needed to be repositioned, and we were up to the task. Until we began discovery on the project. Turns out, the company that owned the brand had several others in the same space that were stepping on each other’s toes, and to that point nobody had realized how changing one of them might impact all the others. Like a giant Jenga tower, if we pulled out the wrong block the whole thing could come tumbling down.
That led to a somewhat intimidating redefinition of the challenge. “We need to fix this,” the CEO then told us, “without breaking anything.” We had gone from branding to business model redesign, and there would be implications for every other brand.
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