Insight into action: the joy of new confidence

Catriona Ferris
Unilever, United Kingdom

Lyn McGregor
Flamingo International, United Kingdom

Karen Paterson
Millward Brown, United Kingdom

INTRODUCTION

This paper explores a major issue facing many brands and organisations: the need to innovate in order to renew relevance for the target audience. It will show that there is a need for brands to constantly innovate to keep in step with cultural change. The paper will discuss the idea that in times of disruptive cultural change there is a need for brand thinking that is open to more radical innovative change to maintain relevance.

This case study will show that repositioning an “old dying” brand can work. The trick is to believe in it and do some ground work before starting advertising development. This foundation work should involve understanding emergent cultural and category values to ensure renewed relevance for the brand and you must underpin a new identity with experiences that deliver feelings of authenticity.