Identifying the real
The office furniture industry is focused on wholesale dealers. However, it is the interior designer who decides what solutions will be implemented in the project. Therefore, the brand promise should be directed at him. This assumption has become the underpinning of the new brand DNA defining process.
Challenge Defining the elements of a brand DNA
- Defining brand DNA.
- A detailed description of brand positioning.
- Differentiation from competitors in the category.
- Definition of the most important target group, diagnosed in the research process.
- Guidelines for the development of a consistent product portfolio