Brand Strategy

Brazil does not have a culture of using loyalty programs, and Multiplus used to talk like an annoying coach teaching how to use its demanding loyalty program. It was dull, boring, and exclusive for a small group.

Firstly, we simplified the brand image by conducting thorough several research methododies:

Therefore, have developed a new Loyalty Program Dictionary that bridged the gap between technical jargon and everyday language.

With this new brand dictionary, it was clear we had to change the brand's name. Network (rede) meant many things that were not necessarily related to a loyalty program. It sounds technically easy, but convincing the CEO and the whole board was the most challenging part.

Thus, we changed the brand's name:

Comms Strategy

With the Brand fundamentals defined, we decided to understand the relationship among different profiles (users, credit-card users, but not Multiplus members and inactive users).

We found out that users had a distant relationship with the brand, independent of their kind of user. They also had different barriers that should be addressed to make Multiplus access easier.

We decided to start a conversation according to each profile's understanding of the service.

Results

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