Brand Positioning
![meeting of business people](https://www.illuminas.com/wp-content/uploads/2016/09/AdobeStock_90931660-450x225.jpg)
A biscuit manufacturer needed to refresh its brand positioning to maintain category leadership. Crystallisation workshops and groups were conducted to identify a new brands template that moved the brand forward with a focus on distinctive emotional and pleasurable benefits; while grounding some of the values in the health context that modern consumers desire. Recommendations also identified potential brand extension areas to maximise dominance in the category.