- Final Report
- Audience Personas
The Challenge: Global Segmentation Strategy and Brand Messaging
To quote the great John Wooden, "The best competition I have is against myself - to become better." As one of the world's top public universities, UCLA recognizes that in many ways its greatest competition is itself. Every year the school aims to do better and be better. Kelton's relationship with UCLA spans several years, with a focus on brand extension, tracking, and messaging projects across the globe.
Our work on UCLA’s reinvention as a leader in distance learning involved concept testing and brand tracking in all major U.S. cities in addition to key markets in Japan, China, India, and Turkey. Findings and Cultural Insights work from this research became the basis for a global growth strategy, which led to the second phase: a worldwide rebranding campaign for UCLA Extension.
The Solution: Updated Brand Messaging
Our work with UCLA continues to evolve, just like the university itself. As graduating seniors become alumni and applicants receive their acceptance letters, the school’s audience shifts. We help UCLA understand these changes and develop fresh messaging that resonates with a diverse cohort.
Global Brand Strategy for Uber
We helped Uber build and refine their international brand strategy and remain a category disruptor using global market research.
International Growth Strategy for Dollar Shave Club
We help Dollar Shave Club keep a pulse on brand health, make multimillion-dollar advertising decisions and uncover opportunities for global expansion.
International Growth Strategy for Babbel
Babbel is the leading language learning tool in Europe, but entering the U.S. market wasn’t easy. Here's how we helped Babbel translate their brand vision to enter the competitive U.S. market and fuel international growth.