Experience with The Coca-Cola Company - Andrea Crossley
Human-to-Human Brand Strategy Framework
The challenge was to create a human-centered framework that would help teams redefine brand strategy, strengthen consumer relationships and uncover new opportunities for innovation across multiple brands
CPG | Marketing Transformation Mx | 2020
Through a collaborative, human-centered process, we guided cross-functional teams in exploring consumer relationships, challenging existing brand assumptions and co-creating future opportunities. This approach enabled a shared strategic vision that could be consistently applied across multiple brands.
How we did it
Reframe the Brand Perspective
Developed and tested a Human-to-Human framework that redefined brands and consumers as people.
Co-Create New Brand Strategies
Applied the framework across multiple brands through collaborative sessions to test the framework.
Validate & Refine the Model
Captured insights and feedback from cross-functional teams to strengthen the framework.
OUTCOME
Delivered a scalable Human-to-Human strategic framework that enabled Coca-Cola teams to rethink brand strategy from a relationship-first perspective, generating new positioning opportunities, innovation concepts and a shared methodology for building more meaningful consumer connections.