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SYDÄNMERKKI

No guesswork. No gut feelings. When we set out to renew the Sydänmerkki brand strategy, we wanted to base our thinking on solid science. That’s why we started by building a psychological profile of the core target audience.

This goes beyond traditional psychographic variables such as values, demographics, geography, product-use-based segments, or subjective pseudo-insights generated through surveys. Instead, psychological profiling draws on scientifically validated measures and experimental research.

A psychological profile is a complex yet measurable combination of traits that shapes how people perceive the world around them, make decisions, and behave in different situations. It directly influences the criteria they use to choose one option over another – and how they can be influenced most effectively.

Next, it was time to put our own strategic framework, Brand Compass, on the table. We began an intensive process together with the client. And before long, the pieces started falling into place, just as they should. The brand strategy became increasingly focused and distilled, creating a clear and compelling foundation for the creative work to come.

And that’s how the “Better Fuel for Life” concept was born!