Brand positioning among stakeholders

Challenge: A well-established company in the agriculture space was losing market share and global awareness was falling. They needed a new messaging platform that would resonate not only with growers and industry leaders but also with journalists, non-profits, and the general public.

Approach: Together with global research partners, I conducted 61 one-on-one interviews with thought leaders in the company’s nine “priority” markets, asking them about the state of the industry, the strengths and weaknesses of various companies in this space, and what they needed that a company could provide.

Result: Our recommendations for new messages deviated from the company’s standard communications, but resonated with stakeholders since they were based on input from these groups.