.png%3Fwidth=390%26height=50%26name=Layer_1%20(1).png)
When a luxury automaker’s CEO nonchalantly admitted he was fine with losing 85% of existing customers in pursuit of an edgy new image,false
Flying Blind - A Lack Of Data To Develop Strategies
An internationally known company, Champion had experienced long term success selling comfortable, durable sportswear. However many new brands had entered the market in recent years and whilst it was apparent they were losing ground, the reasons were unclear.
When their marketing managing came to Brand Health, they had plenty of assumptions about their brand and the market, but no data to back this up. It was clear they needed research to better understand the market and to help guide their decision making and marketing strategy.
Champion Sought Out Brand Research Experts
We got to work investigating their assumptions by applying our brand research framework that analysed their core market metrics, as well as conducting a deep dive on the competitive landscape.
By speaking to a representative sample of consumers in their target market, as well as some of their own customers, we were able to uncover exactly how their brand was positioned in the sportswear industry. The research was able to show which areas of their marketing strategy had been successful, but more importantly where key issues lay that needed immediate resolution.
Key Findings
As an example, we determined that for Champion, there was no fundamental problem in the brands’ DNA. There was, however, a shortfall in awareness: less than 50% of the market knew that it existed, and only 8% could recall having ever seen or heard their advertising.
We also helped them discover key differentiators from their key competitors, and identified a great opportunity to fine tune their positioning to focus more on their customers’ needs.
Related posts
In early April 2025, President Donald Trump announced significant tariffs impacting imports from several countries, includingfalse
Most of us in marketing are well-versed in the “big three” brand metrics - awareness, consideration, and usage. We often monitor thesefalse
Few brands encapsulate the phrase “overnight success” quite like Zoom. Originally designed for businesses that craved a more reliablefalse
In today’s rapidly evolving market landscape, the ability to make informed, data-driven decisions has become not just anfalse
In an increasingly competitive marketplace, delivering standout results for clients has never been more criticalfalse
There's a growth engine sitting right in front of Australian marketers, and most are barely tapping it.
Something fundamental has shifted in how customers discover and evaluate brands. And most Australian marketers haven't caught up yet.
Not every year is equally important for establishing brand measurement baselines. Most years represent incremental evolution. A few
Australian marketers invest tens of thousands of dollars in comprehensive brand health research, receive a detailed deck full of