THE ASK AT A GLANCE
April 2023— Create a complete Brand Strategy for Level Locks.
Brand Book includes:
[Click the slideshow for fullscreen size]
4C’s Positioning
Communications Framework
Brand Purpose (Reversing Simon Sinek)
Messaging Philosophy
Brand Archetype
Personas (Segmentation)
Product Architecture
Research Involved:
The Ask at a Glance November 2020 – Come up with a T-Mobile Uncarrier Move and a Campaign Wrapper that turns heads and resets how people in Small-Town Rural (STR) communities see us. [We want…
The Ask at a Glance
November 2020 – Come up with a T-Mobile Uncarrier Move and a Campaign Wrapper that turns heads and resets how people in Small-Town Rural (STR) communities see us. [We want to show them they can have it all.]
Challenge:
We’re not considered in Small-Town Rural communities. Our Ambition is to become THE mobile carrier in Small-Town Rural America. We need to become part of their communities and earn their love & loyalty.
BRAND TRUTH: People thrive when we’re all connected.
T-Mobile’s mission and our ambition.
BUSINESS (UGLY) TRUTH: Here has never meant here.
We are an urban brand, not from around here. T-Mobile is not seen as a viable option. They are aware but have tuned us out.
Un-carrier Move needs to feel like something they haven’t seen before from us.
The Myth
The mythic start-up culture of Silicon Valley is NOT where the most entrepreneurial spirit lives.
The more rural the county, the higher its level of entrepreneurship.
Rural entrepreneurship rates are higher than in urban areas, even if we remove farms.
AUDIENCE TRUTH: They are Proud of their adaptations.
They are proud of their work-arounds and ingenuity. This work ethic & resilience is baked into their personal identity and generational roots. This translates into every aspect of their life. They made it work.
Strategy
Make Their Adaptative Spirit Thrive.
Result:
This consultancy work led to the creation of the “Hometown Grant,” “Hometown Heroes,” and “Hometown Experts” initiatives from T-Mobile.
[Please contact sean@boutchard.com for the Consumer Tension/T-Mobile Solutions and Campaign Wrapper.]
Brand Positioning - We were charged with developing a brand idea which gives the wealthy, building their fleet, a reason to make Aston Martin the pinnacle of their collection.
Real Problem
Aston Martin’s brand has not taken a solid stance in the Americas. The brand has strayed too far into exclusivity and gone dormant. The name, Aston Martin alone no longer carries strong meaning. Aston’s only strong recognition is its long history with James Bond, which has become a golden shackle for acquiring new consumers.
Market Forces – Setting the Stage
Category: The luxury vehicle category worships speed, flash, and brash colors. These vehicles represent the rich who throw away their wealth on tasteless pursuits. They are the Soulless.
Culture: The affluent have been criticized for their wealth and, as such, do not connect with cliché displays of luxury.
The Ultra-Rich: Most ultra-wealthy were not born into their riches. They believe that their success is due to their clear sense of purpose in life (Passion). These people believe they have earned their success from personal hard work (Merit) and perseverance (Soul) in the face of failure. They even cite that their happiness is determined by realizing personal potential (Success), but the weak fall prey to the trappings of success. These people chased success for the wrong reasons.
Our Target Audience – The Likable Rich (Mirrors of the brand)
The Likable Rich, who knows that success is only the beginning. We like them for their enduring passion because they continue to share it with us. These people continue to strive past success because they adhere to their core values.
True Success is not found when we reach it but when we share it with others and are recognized for our success.
Audience Insight: People driven by passion who find success can preserve their meaning and purpose after becoming wealthy.
Brand Truth: Imprinted with the values of passion, merit, and perseverance. The car with soul, in a category of the soulless.
Strategic Platform: For whom success is only the beginning
There is an untraditional brief, too. It explores the demise in 2016 of 2013’s slew of Ultimate Men (the most interesting man goes to space / retires). The Parable of an Uncle’s Mistake is an attempt to explain the true insight. But you’ll have to email sean@boutchard.com to read, an Uncle’s Parable on Success – ‘Buying a Porsche.’
ASSIGNMENT
SOLUTION
RESULTS
Final Product: