Communicating a New Product Launch
Understanding brand interpretations through cultural analysis and semiotics
Situation: The client had developed a new, innovative product and needed to choose a product name that would be clear and relevant for consumers and also set them up for success.
Tactics:Given the research objective, a set of qualitative techniques was deemed to be most appropriate. First, in order to gain a better understanding of how the category was referred to and understood by those in the industry, we conducted a cultural analysis. This allowed us to identify the symbols, images, and words currently being used by competitors in the retail and food service industries.
The findings were leveraged into strategic facilitation sessions with key client stakeholders to develop potential communication options and identify optimum product names.
Focus groups were then conducted to understand how consumers would react to and interpret the potential product names and communication strategies.
Impact: The client received branding recommendations that were grounded in data and could effectively impact creative strategy for the new launch.