Brand positioning a cardboard desk




Why are people not buying our cardboard desk – despite interest and positive PR?



Participants

• 7 office furniture procurement specialists, qual group

Design

• Identify influences on behaviour

Analysis

• Brand name change


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1. Qual group

• 7 office furniture procurement specialists

• Identify behavioural insights

• Influences on behaviour – common issues


2. Insight

• We modelled influences into marketing framework

• Found that large business buyers are constrained because ‘furniture is permanent, and cardboard is temporary (and that reflects poorly on me).’


A similar, and common reputation effect problem with behaivour in organisations (see our work on social for Stowga).
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3. Strategy

a. Chosen brand strategy

One of the simpler ways to avoid reputational damage of overtly buying a cardboard product is the name-change tactic to suggest it’s made of something else.

This tactic was chosen. Client settled on ‘Flute board’.


b. Implementation

With finally settling on Flute Office as the approach, a full re-brand was performed.

This transformed the business from ‘Cardboard Future’ to ‘Flute Office’


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Contact us


+44 (0)843 289 2901


london@thehuntingdynasty.com



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