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Messaging Improvement for Greater Affinity and Portfolio Growth
It all started when...
Purple’s star product sold exceptionally well and generated most of the revenue, but it overshadowed newer products.
Challenge: How to maintain the star product while increasing sales of the rest of the portfolio?
David’s role…
David’s role…
Conducted store visits, interviews, and surveys to understand current positioning and perception
Designed a survey and analyzed the data to uncover new approaches
Developed a brand and communication playbook to improve messaging, combining consulting (data analysis) with execution (implementation for a 10% sales increase)
Results…
Results…
10% increase in overall sales thanks to the playbook
Improved brand perception, with greater portfolio balance and customer affinity
Reduced overshadowing, allowing new products to contribute more to total revenue
The lesson...
The integration of customer-centric insights elevated the messaging, driving balanced sales.
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