Retail Marketing

Overview

How did an iconic brand grow when customers were “actively disengaged” and the market was confused about its value proposition?

As Manager of Brand Strategy, successes included leveraging positioning and consumer research into category-defining “store of the future”, re-imagining tire, maintenance, and repair experience into more customer-friendly encounter, and addressing market confusion through a new name, tag line, and visual identity

Situation

While Firestone’s $3 billion category-leading retail arm had grown on the strength of its parent’s iconic product, their business model fostered churn and their brand sowed market confusion -

consumers wanted one-stop experience but tires’ presence in the stores overwhelmed maintenance and repair (resulting in consumers assuming that tires were brand’s only business)

 

in-store experience not oriented toward target’s needs (“moms with minivans” without category involvement)

 

independent dealers were able to use the Firestone if they sold Firestone tires and Mastercare, Firestone’s service brand that was inconsistently supported

 

Successes

Though charged with discrete task of raising retention via development of the store of future, employed market research to identify wider opportunity of building true retail brand

 

Partnered with COO (supervisor) to transform research into positioning

Crafted positioning / tag line – “The experience you want” – that addressed challenging point of sale experience, tapping brand’s decades of expertise

 

Crafted messaging hierarchy and brand personality guide

 

Clarified complex brand architecture, utilized research to sell-in c-suite, worked closely with retail design agency to create category-defining store of the future, revitalized brand identity (name, personality, messaging hierarchy, graphic guidelines)

 

Partnered with digital teams to rethink online experience

 

Spoke at internal conferences, Board meetings, store meetings across U.S. to drive adoption of strategies

Evolved brand and revitalized retail format rolled out nationally

 

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