NEO SAILING TECHNOLOGIES
EXPERTISE USED
STRATEGIC POSITIONING AND CREATION OF A NEW BRAND
Challenges
- In a market that is becoming uncertain, offer a differentiating message that is decidedly forward-looking.
- Be recognized as a company (a brand) that elevates sailing.
- Give meaning to all internal and external projects.
- Transition from the identity of an offshore racing yard (Lalou Multi) to a sustainable innovation structure (Neo Sailing Technologies).
Methodology
- Strategic positioning mapping of existing solutions
- Development of a prospective radar to grasp future trends in sports/health
- Differentiation axes
- Recommendations on positioning vs. market environment: blue ocean strategy
- Naming research
- Creation of the strategic brand platform and overhaul of the visual identity
Results
- New innovative strategic brand platform including the graphic charter
- Brand purpose
- Definition of the brand’s new BIG IDEA
- Creation of the brand’s name and logotype
