• Audience Personas
• Brand Positioning and Voice
• Strategic Business Initiatives
The Challenge: International Brand Positioning
Missoma launched in the UK in 2008 to great success, as a pioneer in the demi-fine jewelry category. However, expanding to the US meant fierce competition. They turned to Kelton for a better understanding of current and potential audiences, fresh brand positioning to stand out, and a strategic foundation for short and long-term growth.
The Solution: Identify Target Audiences and Develop a Brand Strategy That Emotionally Connects
To gain a deep understanding of current and potential customers, we conducted research to identify key attitudes and behaviors, current brand perceptions and competition. This also helped us define the demi-jewelry landscape and highlight opportunities to differentiate. These foundational insights fueled brand strategy development, and an action plan for US market impact including growth imperatives to guide everything from product optimization, to storytelling, consumer touch points and media strategy. The result? Missoma’s alluring jewelry continues to delight an increasingly diverse range of global customers, with emotionally resonant stories and inclusive campaigns.
Beauty Industry Research and Customer Journey Map for Revlon
We did in-depth beauty industry research to help Revlon understand how to reach their key consumers with the right messaging and products, via the right channels, in the right moments.
Optimizing Sephora’s Loyalty Program
Sephora’s loyalty program is known as one of the best. We helped make it better by optimizing rewards tiers to give customers more value – and more reasons to spend.
Whitespace Identification for Taubman | Beverly Center
L.A.'s Beverly Center was going under the knife with a massive remodel. We made sure the new look was more than skin deep using whitespace identification to sharply define the new brand experience.