BRAND & CREATIVE STRATEGY

FIND THE UNTAPPED OPPORTUNITY HIDDEN IN CUSTOMERS UNMET NEEDS

Strategy to some is a PowerPoint of blue-sky theory... But if your experience is rooted in execution, you take a different approach. The end user or customer holds the secrets of your brands future in their wishes, desires, frustrations and unmet needs. Where needs intersect with capabilities, lies strategy.

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WESTFIELD MALLS

REPOSITIONING STRATEGY

PEOPLE NO LONGER GO TO MALLS TO SHOP
 
THEY GO TO MEET AND HAVE ENTERTAINMENT EXPERIENCES
BRAND & CREATIVE STRATEGY

Matli Consulting was hired by Westfield to craft a streamlined, practical and usable set of brand guidelines, marketing and ad templates... But in the first meeting with the CMO it was clear that the brand's entire positioning was in question as Amazon continued to wreak havoc on the retail sector.

So we conducted an audit, reviewed their performance data and analyzed, with the CMO, why one mall failed while another flourished. By asking the right questions, we discovered an insight; the malls that had the most restaurants, theaters and whose managers hosted fashion shows, cooking demos and wine tastings far out-performed those whose managers emphasized operations and sales.

 

From this came a new positioning strategy that resulted in a strategic shift in how Westfield approached its whole business, prioritizing experiences over shopping.

We started with a deep-dive brand audit, including qualitative & quantitative research to understand what drives the customer
Studio A Artist Lounge

CAPITOL STUDIOS TURNAROUND &
RE-BRAND STRATEGY

AN ICONIC BRAND THAT NO LONGER DELIVERED THE EXPERIENCE THAT CLIENTS EXPECTED FROM A PREMIERE STUDIO
BRAND, SEGMENTATION & GO-TO-MARKET STRATEGY

When Capitol Studios hired Matli Group, rumors swirled about a possible sell off of the famed Capitol Records Tower to a condo developer, winding down the division which had been a drag on EMI Music's bottom line for nearly a decade.

We first conducted a brand audit and qualitative interviews with studio clients to understand where the brand perception failed to align with the actual brand experience. Deeper analysis led us to segment their business, defining 3 unique markets. After updating both the physical and digital brand experience, we helped them re-launch to the industry. Then we helped them define and launch multiple new revenue streams allowing them to monetize the Tower for events, rental of premium writers suites and launch licensing businesses and brand partnerships that ended up netting more revenue than the core Studios business. 

Soon Capitol was profitable for the first time in 9 years and now is part of a larger Capitol group that generates over $500M in revenues and has become, again, the center of the music world.

Approach, Methodology

Approach & Methodology

As part of our strategy practice at Matli Group, we developed a proprietary methodology for approaching brand development, rebranding, repositioning, licensing and go-to-market launches. Using a positioning framework developed by Interbrand UK for brand valuation, we created processes to develop the specific components of brand value...

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Case Study: Hagerty

Hagerty is the largest private insurer of vintage, collectible cars in the US – and beloved by its devoted customers. Although Hagerty knew its customers were passionate about cars, they'd never segmented and profiled them to find specific new channels to engage them in. Using cluster analysis, we developed a profile-based strategy to help Hagerty grow

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Case Study: Capitol Studios

When we were hired by Capitol Studios to reposition and relaunch its brand to the music industry, there was a real concern that the iconic Hollywood institution might be shut down and turned into an apartment building. Two years later, Capitol Studios had become the crown jewel in EMI Music’s holdings and the adopted symbol of the label with new revenue streams, a new VIP customer experience and ROI-driving business segmentation…

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Case Study: Iron Mountain

Iron Mountain's Entertainment Services division has the distinction of housing the original masters from every major movie studio and every major music label. That's the original recordings of much of Western culture.... but only their current clients knew it. IMES hired us to identify new markets, create messaging and develop testimonial videos, website content and sales materials to expand...

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Case Study: LeapFrog

I was hired by LeapFrog to oversee all marketing execution and brand touchpoints. My KPIs were to increase the brand’s relevance with millennial moms and improve operational efficiency across all marketing and brand operations. Within two years, LeapFrog had moved from 6th to 2nd most trusted brand by millennial moms. Creative and Marketing execution had higher ROI per piece produced and operated at 40% of the original budget with the same volume of workflow… and 3x employee satisfaction.

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Case Study: Parasail Health

See the consumer insights, market research, user journey maps, and product user testing that helped launch a fin-tech startup into the healthcare space and grow rapidly in its first year.

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Strategy Mini Case Studies

 

Warner Bros Classic Properties Licensing Strategy

Oceans 11 Franchise Licensing Strategy

Abercrombie & Fitch Social Media Launch Strategy

Lego Apparel Launch Strategy

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