Cass

Solution

We first conducted a holistic diagnosis to understand the strengths, weaknesses, opportunities, and threats to the Cass brand. To build a complete 360 view, a rigorous approach was taken — analysis of existing data, interviews with key stakeholders to gather perspectives and hypotheses around performance, best-practice benchmarking and primary research with Korean consumers to better understand their attitudes and behaviors towards the beer category and beer brands.

Findings from this diagnosis served as key inputs for our co-creation workshop, where a set of critical brand ‘must-wins’ was developed in collaboration with a cross-functional group of stakeholders. These ‘must-wins’ aimed to identify key areas for strengthening the brand, including communications, visual identity and brand activation. Must-win charters were then developed, assigning workstream owners, KPIs, and critical timelines.

As teams made progress, we created a cohesive consumer brand and product proposition that unified all key elements of the brand, leading to a successful launch of the Cass brand.

Once the new Cass was launched, we implemented a brand guardianship process. This ensured continued progress against the “must-wins” through a regular cadence of interactions. Brand guardianship helped uncover key gaps as well as new opportunities to drive growth for the brand. It provided valuable insights for leadership, helping them prioritize activities, investments, and resources. Overall, the guardianship process fostered discipline, accountability, and open dialogue around growth and performance.