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Universal Companies

Case Study: Brand Discovery Project

Universal Companies is a titan in the spa equipment and supplies industry. The only problem is that their sales staff and their management didn't see eye to eye when it came to marketing and the Universal Companies brand. They needed someone who could help them discover who Universal Companies really is.

They enlisted our entire team to help them in a brand discovery project, including a multi-day "Brand Camp." The entire purpose of this project was to find a focus for their brand and a direction for their marketing that all could agree on. 

The first step of this process was to interview a cross-section of their best customers. Our team called these customers and collected their answers to twelve different pointed questions. Summaries of these interviews, charts detailing customer answers, and our own analysis were compiled to give an accurate representation of their average customer and their opinion of the Universal Companies brand.

Our next step was to hold two separate brainstorming meetings, one with management and one with sales. In these meetings, we found out each division's opinions of the brand and gained insight into their customers. We also discussed a detailed SWOT analysis to give us a better picture of what made their company unique.

We then took all our findings and compiled them, along with our recommended next steps for marketing, into a large Brand Recommendations report. This report guides them in all marketing decisions they make and has helped them learn who they are really marketing to. Now, they know who they are and can keep their brand cohesive throughout the company and throughout every marketing outreach.

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