Brand architecture for freenet, mobilcom-debitel and GRAVIS
Three grown brands under one roof. Eight weeks later management had a basis for decision.
- Client
- freenet AG
- Role
- External strategy advisor
- Period
- 2016
- Duration
- 8 weeks
8 Wochento decision paper
3 bis 4realistic architecture scenarios
3brands realigned
01
Starting point
Three brands grown over years. Unclear how they would work together: topic leadership, differentiation and customer access in a shifting market.
02
Brief
- Future scenarios for the brand architecture
- Assess positioning options per brand
- A compact decision paper for management
03
Approach
- Two brand workshops with the central brand team
- Analysis of brand profiles, audiences and market data
- Options mapped against brand roles and target picture
- Strategy paper as internal reference
04
Result
- An objective view of possible brand paths
- 3 to 4 realistic scenarios
- Clear roles and faster management decisions