Background
Bowers & Wilkins, commonly known as B&W, is a British company that produces world renowned consumer and professional loudspeakers and headphones. B&W speakers feature heavily in society and culture; they are the speakers of choice in the Abbey Road Studios, feature in James Bond, and have partnerships with, amongst others, Soho House, BMW & McLaren.
The Challenge
The challenge we were set by Bowers was very simple. ‘World class insight, exceptional client servicing, and watertight international brand equity tracking, that we’ve been unable to secure via the big agencies.’
Our Approach
Working with our longstanding panel partner, Kantar, we designed a brand equity framework that allows tracking internationally; in UK, Europe, Asia and Northern America. Targeting both high net worth, and audophile audiences, this quantitative approach provides much needed statistical evidence surrounding the individual challenges in each market.
The Outcome
Our insight has enabled Bowers & Wilkins to tailor their marketing plans to the specific needs of each market, in accordance to brand life stage, and specific challenges. This level of detail has ensured maximum relevance and effectiveness of marketing efforts.
Deeper thinking...
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