Case Study Bloom & Wild
HARRY’S
Disciplines
- Brand Strategy
- Comms Strategy
- Measurement
Scope
- Scope
- Category reframing
- Scope
- Human territory
- Scope
- Measurement framework
Winning by changing the competitive axis.
As the number two player, competing on the category leader’s terms would have been expensive and unconvincing. The strategy shifted the conversation away from performance claims and toward how grooming makes you feel, opening up a more human territory the category leader could not credibly own.
Contact
The Problem
Business problem: a challenger brand competing on the leader’s terms.
Changing the Frame
Strategic move: reframe the category around feeling, not just performance.
Making It Hold
Role: brand strategy, comms strategy, and measurement framework.
Outputs: differentiated territory and clearer message architecture.
What Moved
Outcome: a more ownable position within a crowded category.