VDH Brand – Challenge
The Van Der Hagen brand had to be brought up to date – something that had not been done in decades. My work for Van Der Hagen included:
Immersion & Original Research
Developing brand insights from past AAU data, as well as original focus groups
Brand Positioning
Using competitor analysis, focus group feedback, and online positioning research to bring the brand up to date
Brand Pyramid
Putting all of this together in a brand pyramid construct, for use in communications and new product development
Immersion & Target Research
To get at the heart of a position that could make VDH stand out, we talked to groups of current and lapsed users, charting category and brand territory, preferences for cartridge versus safety razors, and shaving habits/barriers/wishes. Nice guys who shared a lot!
Brand Positioning
To get to communications that were unique for Van Der Hagen and teh category, we needed to go to uncharted territory. After a category exploration, we developed and tested several options. One, borrowing heavily from existing positive associations – and our target’s category wishes – rose to the top.
Brand Pyramid
Armed with a strong positioning, we built a brand pyramid to encompass all the direction necessary to drive communication and new product development.