An international jewelry and accessories company, with a distinctive positioning within the lifestyle universe, sought to continuously understand how its brand was evolving in its main markets.
To do so, it needed more than a one-off snapshot.
It needed a 360º view that connected brand, communication, experience and after-sales to understand what was working, where opportunities existed and how to keep building relevance.
Turning research into continuous tracking
As a full-service agency, we developed a battery of research studies across the different target markets.
We analyzed different dimensions of the relationship between the brand and its consumers:
Brand value and health,
to understand its positioning and evolution.
Brand tracking,
to monitor changes over time.
After-sales experience and service,
to identify opportunities beyond the moment of purchase.
Campaign post-tests,
to learn how the communication landed and what it managed to build in the consumer's mind.
In this way, each study contributed a different piece, but all were part of the same vision.
The collaboration made it possible to build a continuous and comparable view of brand health
in strategic markets, identifying strengths, opportunities and levers to reinforce its positioning. The insights gained helped the brand to:
jewelry doesn't mean the same thing to all consumers.
The research made it possible to detect cultural differences in how accessories and jewelry are perceived: depending on the market, they could take on a role more related to personal expression, emotional connection, gifting or aspirationality.
A global brand, many ways to connect.
The result was not only knowing how the brand was performing. It was understanding why it worked, where it could evolve and what it meant to its consumers in each market.
