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Brand Test
Challenge
Saxo's rapid growth and new market entries meant the brand identity had become fragmented. Therefore the head of brand was looking to create one consistent brand across markets that would appeal to their target customer.
Response
We conducted qualitative research with current and potential customers to explore the perception of current brand assets and test new brand assets. To gain a global perspective, the research was conducted in three key markets.
Impact
Based on the consumer insight, we provided clear recommendations on how to create a singular brand identity that is more distinctive, differentiated and memorable. The client embraced our recommendations and has implemented all of them.
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