Blue Dragon: It's not who you are, it's what you do that counts

This case study explains how Blue Dragon, an oriental food brand, moved from an 'authentic' brand positioning to 'convenience' to increase frequency amongst light users in the UK.

Blue Dragon: It's not who you are, it's what you do that counts

Principal authors: Helen StQuintin and Neil Godber, JWTContributing author: Harry Davison, Maxus

Introduction

This is a paper about lateral thinking.

Lateral thinking and business success, and a brand called Blue Dragon.

The beauty of this story is best explained by a metaphor.

It's a metaphor involving not a dragon but a fish. The biggest fish in a small pool. It looks sleek and it looks successful. But actually, it's in a bad situation. The pool, you see, is steadily shrinking.

Here's where the clever...

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