Reviving and Leveraging a Legendary Legacy Brand into a Master/Endorser Brand Role to Successfully Launch New Consumer Products
Our client is a market-leading consumer goods company headquartered in North America. For this project, we reorganized the brand portfolio architecture and shifted organizational boundaries to revive and leverage the brand heritage of an endorser brand to swell new product awareness for a subbrand in an emerging market category.
Stratified business models, separated leadership and dueling master brands withheld the brand portfolio from alignment. Redundant usage of resources for diverging interests plagued each individual brand’s performance and climbing marketing costs. Merton Adams was approached for advice on how to regain control of its diverging brand activities to lower marketing costs and coordinate co-branding initiatives.
Merton Adams helped the client get back to the brand essence and centralize efforts around a clear master-endorser brand. This brand architecture reorganization improved strategic integration and coordination. The client achieved several goals:
- Achieved 82.3 Million new brand touchpoints by reviving and leveraging master-endorser brand
- Discovered over 10,000 new leads by mapping opportunity hotspots in overlapping brand CRM market segments
- Increased gross revenue by 53% in one year with new product category launch
