Project Deliverables

• 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.

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