mdlondon needed to achieve ambitious 3-year growth targets but lacked differentiated positioning in a competitive, innovation-focused market
I freelanced as lead strategist at Brand Hackers, delivering the project from research through to implementation.
I ran comprehensive qualitative and quantitative research with existing and potential customers to uncover purchase drivers, barriers, and brand perceptions. These insights formed the foundation for a new brand strategy including positioning, messaging frameworks, and tone of voice guidelines. I also delivered training to the team.
The repositioning helped mdlondon to connect more effectively with core customers. The new strategy was successfully implemented across all key touch points including their website, events and socials - positioning the business to achieve its growth targets with a clearly differentiated proposition that makes great looking hair simple.
