ESTABLISHED BRAND
RETAIL / PREMIUM
BUYER JOURNEY INTELLIGENCE
CONTENT STRATEGY
Marketing to Actual Customers, Not Assumed Ones
How inclusive repositioning drove 60% sales growth
The brand was marketing to who they thought their customers were. Research revealed who was actually buying. The insight changed everything.
+60%
Online Sales
+35%
Retention
+30%
Subscription Sales
Expanded
Market Without Dilution
THE CHALLENGE
Marketing to the wrong customer
A premium grooming brand was losing market share to subscription competitors. Quality products, premium positioning, but disappearing from cultural conversations. Sales were declining.
The surface problem: market share loss. The real problem (discovered through research): they were marketing to who they thought their customers were—not who they actually were.
OUR APPROACH: THE TWO–BOX FRAMEWORK
Find the space. Then own it.
Box 1
Find the Space
Analysis of actual vs. assumed customer base
Cultural meaning research around grooming
Purchase behavior analysis across segments
Competitive positioning review
Box 2
Own the Space
Multiple consumer journeys connecting to unified brand
Inclusive marketing without diluting premium position
Content strategy for expanded audience
Expanded addressable market
THE DISCOVERY
Your actual customers might be more interesting than your ideal customers
Assumed Audience
Middle-aged professional men
Actual Audience
Middle-aged men + women + younger LGBTQ+ community
"Grooming meant different things to different people, but all valued the same brand attributes: quality, ritual, self-care."
Instead of changing the brand or creating separate sub-brands, we found the third way: one brand, one core story, multiple entry points based on customer context.
THE PROCESS
From discovery to expansion
Weeks 1-2: Customer Discovery
Analysis revealed actual customers were more diverse than assumed. Different contexts, same brand values.
Weeks 3-4: Journey Mapping
Created multiple consumer journeys connecting same brand values to different cultural contexts.
Weeks 5-8: Content & Experience
Developed inclusive content strategy that welcomed new audiences without alienating existing ones.
Weeks 9-12: Implementation & Measurement
Launched with measurement framework tracking acquisition, retention, and brand sentiment across all segments.
WHY IT WORKED
Most brands face a false choice: stay niche or go broad and dilute. We found the third way—one premium brand with multiple culturally-relevant entry points.
The strategic innovation: one brand, one core story, multiple pathways. Inclusive marketing that expanded the market without diluting what made it premium.
One brand, multiple entry points
RELATED SERVICE
Consumer Journey
We map how your customers search, discover, and decide. Then capture demand at every stage.
FREQUENTLY ASKED QUESTIONS
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Find what's universally valuable about the brand, then express it in ways that resonate with different audiences. One core story, multiple entry points.
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It's expanding who feels welcome with your brand without changing what the brand stands for. It's additive, not a replacement.
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Behavioral analysis of who's actually buying, combined with cultural research on what the product means to different groups. Surveys tell you what people say; behavior tells you what they do.
Questions about this approach
Every business challenge is unique
The strategy behind these results was tailored to specific market conditions. Let's discuss what's possible for your situation.