the challenge: ETNA, The
150 year old Dutch household appliance brand, came to us with the question:
“how can we reconnect to our customer, to strengthen our brand and develop
better products and services based on those insights.” ETNA had access to a lot
of marketing data, and they had a very well defined brand communication manual.
But that wasn’t enough for their ambitions to become the number one accessible
A-brand.
our process: Zilver went
through the first three stages of our BDI process in a 1.5 year time span:
1: building
a human centred brand. We used www.7daysinmylife.com, house visits and creative
workshops to complete an extensive context mapping research into the hearts and
minds of the people that form the basis of ETNA: their end-users on the one
hand, and their product development, marketing and sales team on the other. The
resulting personas, brand insights, and consumer journey were used to enrich, deepen
and support the brand circle that Etna already used.
2: building
an innovation strategy. We built a brand based innovation strategy with the
ETNA team, that pin pointed opportunities for product, service and marketing
innovation in each stage of the consumer journey. This innovation strategy was
captured in the form of guidelines, tips for further development and concrete
ideas.
3: building
a design strategy. Combinations of brand insights led to innovation values that
in turn led to design guidelines. These guidelines consisted of tips and
approaches to all aspects of the company’s design efforts, ranging from
product, interaction, and communication to service design. Solution
our solution: What we
delivered was a set of interactive tools, meant to help the ETNA team implement
and use the research insights in their daily work. The tools can be seen on our
Flickr page.
the result: Our work
has helped the ETNA team become more focussed, more brand driven, and more
aware of the added value they can deliver to dealers and end-users. This leads
to a shorter time-to market of new product and services and a better match
between brand, offering and target group. Moreover, the project results are
used directly in creative workshops, strategic sessions, dealer meetings and
design briefings.