Revitalizing Brand Positioning and Crafting a ViStory for an Established FMCG Brand
Category
Brand Revitalisation
Challenge
Our client, an established FMCG brand with a long history, faced the challenge of weakened brand positioning. Over the years, with the introduction of multiple products and sub-brands, alongside lackluster brand campaigns, the cohesion of the brand’s message had deteriorated. The brand lacked a compelling, unified story, which had caused it to lose ground in a highly competitive market.
Approach
To revitalize the brand, we introduced our ViStory framework—a unique combination of vision, story, and history. This approach was designed to bring the brand’s heritage to life while crafting a compelling narrative for the future. We began by assessing the brand’s current positioning and identifying gaps in its communication strategy.
Through deep-dive workshops and stakeholder interviews, we uncovered the brand’s core values and legacy, which had been buried under years of unfocused messaging. We then developed a cohesive brand story that not only honored its rich history but also articulated a clear vision for its future. The new positioning provided a solid foundation for all products under the brand umbrella, ensuring alignment across various categories.
The ViStory helped establish a strong narrative, combining the brand’s heritage, its unique selling propositions, and its future direction. This story became the centerpiece of the revitalized brand campaign, aimed at reconnecting with consumers and regaining market share.
Result
