Using Metaphor to Drive Differentiation
A look inside our research that provided Susan G. Komen with a clear creative direction for communications, setting them apart from the competition.
The Challenge
In a crowded breast cancer category,Susan G. Komen not only was presented with the challenge of distinguishing themselves among competitors, but they also were challenged with uncovering and understanding their consumers’ journey with breast cancer.
The Methodology
To identify the richest opportunity for the brand, Susan G. Komen and Olson Zaltman focused their research on a deep and thorough consumer immersion.
The Impact
The campaign was a success in that it increased the strength of associations with key brand drivers and maintained Komen’s brand image.