Overhauling the brand positioning for a global consumer goods company Challenge One of the major global brands of our client, a brand umbrella, had been lacking consistency among its sub-brands and over time, which was impacting its performance The goal was to give the brand umbrella an original and legitimate positioning, and implement it across its sub-brands (i.e., reinforce its brand equity, the brand extra value) Approach Arthur D. Little’s approach was based on 3 steps: Reviewing the current brand identity (history and current attributes) and benchmarking it with its main competitors Designing brand scenarios based on its most relevant and differentiating attributes Selecting the best scenario and detailing both the brand platform and the key actions to implement it, as well as the m

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