Focus Area: Purpose Discovery
How do even the most iconic brands win the constant battle to maintain cultural relevance?

At one of America’s largest food manufacturers, there were six such brand icons battling for relevance, and the Stengel Group was brought in to inject a dose of purpose to improve their results. We conducted a series of two-day workshops, leading each brand’s multifunctional team through the process of discovering the brand’s unique point of view and authentic ‘reason for being.’ As an outcome, each team found a more inspiring “higher ground” upon which to position its brand, and along the way, the teams uncovered exciting opportunities for product and marketing innovation. The company’s flagship brand used the work to spur a successful restage, which has since inspired the company’s other brands to follow course.


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