Classic Qualitative Brand Strategy
A women’s magazine needed a new positioning in order to create differentiation within the crowded weeklies market. We started by understanding and uncovering the emotional needs of the core target via in home depths and friendship pairs, using advanced questioning techniques. We also spent time reading magazines with the target, in order to understand how they engage with the title, and what they ‘got’ out of it.
This insight was used as the basis for a workshop with the editorial and publishing team, and the creation of new positioning for the title. The editorial team used this positioning and the guidance we gave them on its implications for content to create ‘dummy’ magazines, which we went on to test in extended groups and pre-placed depths. The result? A re-launched title with a more tightly focussed, fresher look and feel.