mdlondon
Market segmentation and brand strategy to drive 3-year growth targets
Scenario
In order to reach their 3-year growth targets, mdlondon was looking to update their brand and marketing strategy. I worked for Brand Hackers, leading the insights and strategy work.
In an industry that focuses on innovation, they were looking for a positioning that doubled down on what makes them special.
Approach
I led qualitative and quantitative research with existing and potential customers, uncovering key purchase drivers, barriers, and perceptions of the brand.
These insights formed the foundation for a new brand strategy, including vision, mission, values, positioning, tone of voice guidelines and messaging frameworks. I also wrote copy and delivered tone of voice training to make sure that the team were confident writing in their new voice.
Results
The strategy gave mdlondon the tools and approach to grow share with their target customer by focusing on what really matters to them. The new positioning and messaging have been rolled out across all key touch points including the website, events and social media, setting the business up to connect more deeply with customers and deliver against its growth ambitions.
