BRAND POSITIONING/COMMUNICATIONS STRATEGY

• Consumer Packaged Goods: New Life for an Old Brand. A Fortune 500 corporation wanted to enliven a longtime food brand. We used motivation research to develop a more powerful messaging strategy that both capitalizes on this brand’s name recognition and appeals to a new, broader group of consumers.

• Financial Services: Understanding and Attracting the High-Net-Worth Segment. The Wealth Management sector of a leading Canadian bank required deep insights into the Canadian high-net-worth population—who they are, how they make decisions about financial services and what will appeal to them. Our motivation research shaped the bank’s high-net-worth offers and brand positioning to successfully appeal to these key customers and prospects.

• Industry Associations: A Threatening Groundswell. An industry association turned to us when growing negative public opinion threatened the distribution of one of its core products. Artemis combined state-of-the-art web analysis and motivation-based research techniques to more fully understand the target consumer and specifically diagnose the threat. We helped our client refine its messaging strategy to counterbalance misperceptions and appeal across broader consumer segments. Our strategic recommendations helped the industry soundly position both its products and itself in a sensitive situation.