Regional alcoholic drinks are associated with emotion and passion. But how can these elements be optimally transferred into your own communication and positioning strategy? Together with a team of marketing and branding experts, I was able to devote myself to the repositioning of an award-winning distillery company.
With regional ingredients and an idyllic location, the future brand strategy was almost obvious and yet each employee looked at the company with different eyes and positioned it differently on each communication channel. That’s where we came in. In a six-month consultation, we identified our own perception of the distillery and compared it with the opinions of customers, suppliers and partners through a comprehensive empirical survey. By combining the market research data with methods such as the Limbic Map, the positioning matrix and the Brand Egg, we developed a completely new positioning strategy for the company, according to which they could align their entire communication in future.
We concentrated not only on the web presence, but also on trade fair and event strategies as well as product design. The result was a positioning guide with all the central touch points of the (potential) customer.
The result: In order to be able to communicate really purposefully, all representatives of the company need a uniform self-image; from the managing director to the working student.