Identifying automotive brands to fuel strategic ties with a petroleum giant.
Our client , a customer innovation consultancy, asked us to identify which automotive brands represented the strongest fit with the brand positioning of a global petroleum giant. This understanding would be used to create and leverage strategic brand partnerships.
Bonamy Finch designed and delivered an international research program to measure the personality profile of a range of fuel and car brands. We explored in detail the strength of ‘fit’ between those brands and the end client. From there we identified potential co-branding partnerships which would help evolve the brand towards its target positioning.
We took the research forward into a series of workshops with the client’s account managers to select brand partners and formulate implementation strategy. The client has redefined their relationships with car manufacturers as a result of our work.