BRAND DRIVER LOCALISATION

Following a brief from a global activewear brand focused on deepening cultural relevance across Europe, we were asked to unpack how their key drivers of brand consideration are understood and experienced locally and what brand marketing needs to do differently across key cities in Europe to build genuine familiarity and emotional connection. We designed a three-phase qualitative approach combining cultural analysis, immersive online consumer diaries and follow-up depth interviews. This gave us a layered picture of how the brand is perceived on the ground, where it falls short of expectation, and which signals actually move people. The output delivered a clear localisation framework for EMEA brand marketing: how each consideration driver lands differently by market and activity, how the brand stacks up against competitors, and a sharp set of strategic principles to guide what to dial up, what to avoid, and what to build for the long term.