Briggs & Stratton

Research Development • Data Analysis • Brand Architecture • Brand Narrative • Verbal Strategy • Relationship Management • C-Suite Presentations

The Situation

This American manufacturer of small engines had a big problem. After years of one-off innovations, their portfolio was crowded and difficult to navigate. A new CMO had a vision to streamline and rebrand, but the long-standing Executive Board wasn’t convinced.

The Approach

Through workshops and honest conversations, help the Executive Board understand how brand strategy and architecture contribute to business growth.

The Solution

Stakeholder interviews, consumer focus groups, and in-store ethnographies informed a consumer journey map that identified opportunities for improvement. From, there we created a new architecture and naming convention with the Executive Board’s input.