Research Concept · 2025
Brand Recognition Analysis
A diagnostic study identifying why a well-loved product wasn't translating into unaided brand recall.
A concept study. This brand never commissioned it, so there are no campaign results to report.
Provenance
Concept
Brand studied
Emerging Beverage Brand (Concept)
Industry
CPG · Beverage
Role
Concept · Brand Research & Strategy
Year
2025
Case Study · 10
"Recall isn't built by frequency, it's built by distinctiveness. The brand's visual identity was beautiful but generic."
Objective
Diagnose the gap between trial and recall, and define a corrective brand strategy.
Result
A research-backed brand strategy reframing the assets that were holding the brand back.
Deliverables
- ·Recognition study
- ·Audit
- ·Strategic recommendations
- ·Asset roadmap
Skills applied
Challenge
Repeat purchase was strong; unaided recall was weak. People liked the drink but couldn't name it.
Insight
Recall isn't built by frequency, it's built by distinctiveness. The brand's visual identity was beautiful but generic.
Strategy
- ●Audit the brand's distinctive assets against the category.
- ●Identify which assets are doing memory work and which are decoration.
- ●Reframe the visual system around 3-4 distinctive codes.
Execution
- ●Ran a recognition study against five category competitors.
- ●Delivered a strategic recommendation document with prioritized fixes.
- ●Built an asset roadmap with quick wins and long-term shifts.
What the build proves
- ●Clear answer to a question the brand had been avoiding.
- ●A prioritized fix list rather than a vague rebrand.
Key Learnings
- ●Distinctiveness compounds; differentiation decays.
- ●The brand assets you protect are more important than the ones you create.
What I Would Do Next
- ●Roll the distinctive codes into the next packaging refresh.
- ●Measure recall lift quarterly.
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