Case Studies

Envisioning an iconic
brand as a digital service


  • Brand director for iconic consumer health brand with over 95 years of history


  • While the Brand had seen success through recent line-extensions, it was slowly losing share of its base business largely due to private label growth and flat category growth.
  • Client wanted to explore how the Brand could leverage it’s near universal awareness and strong equity to enter entirely new lines of business


  • Studied the brand’s historical research, conducted a future trend analysis, and benchmarked comparable brands in analogous market situations
  • Identified eight innovative growth themes building on different dimensions of the Brand’s footprint.
  • Prioritized two themes and fully developed four product concepts for consideration, including target definition, value proposition, features, go-to-market elements and visual inspiration.
  • These concepts envisioned how wearable sensors and mass customization could create valuable digital services in line with the brand’s equity.


  • Our work opened our client’s eyes to the disruptive potential of envisioning their brand as a service
  • Brand strategy
  • Digital transformation
  • Innovation strategy

Behind the scenes

This engagement required deep brand strategy expertise and knowledge of digital trends. Our Stem leads were:

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