Using Brand Asset Valuator to identify the drivers of differentiation and build a stronger market position
A regional news media company was facing a decline in paying subscribers in an increasingly competitive market, with shrinking margins and a growing number of free news alternatives.
Previous Brand Asset Valuator studies had identified differentiation as a key challenge for the brand. To strengthen its position, the organisation needed a clearer understanding of what drives differentiation within the category – and how those insights could be translated into a more distinctive brand.
Using Brand Asset Valuator (BAV), we analysed the brand's personality and the key drivers of differentiation within the category.
The analysis explored which brand personality traits were most strongly associated with differentiation, how more differentiated competitors performed, and where the brand had opportunities to strengthen its own position.
Based on these insights, we identified a focused set of strategically important traits that could help the brand stand out more clearly and provide a stronger foundation for its positioning and communication.
The BAV analysis was translated from insight into action through a series of workshops involving stakeholders across the organisation.
The outcome was a new brand playbook designed to turn the strategic findings into clear guidance for the organisation – from senior management to the teams producing content every day.
The playbook provides a shared direction for building greater differentiation consistently across the organisation. The impact on the brand's differentiation will be evaluated once the new approach has been fully implemented.
