Making a successful high-end product work for a mass market is less straightforward than it may seem. Our Client – a multinational financial services company with a wide range of financial services, including credit cards, charge cards, traveler’s cheques, and various other payment services was – looking for a solution that would create strong traction for its well-known consumer product in the mid-size B2B market.
While the challenge was clearly defined by our Client and framed in a sufficiently open way, our team recognized a high level of the problem’s complexity and focused on properly deconstructing it. Breaking the challenge into pieces and disassociating them from the industry context helped reveal the most relevant precedents with key insights.
While the challenge was clearly defined by our Client and framed in a sufficiently open way, our team recognized a high level of the problem’s complexity and focused on properly deconstructing it. Breaking the challenge into pieces and disassociating them from the industry context helped reveal the most relevant precedents with key insights.
Several breakthrough options were developed for our Client revealing unconventional ways to leverage the substantial brand equity built by the company in the B2C market in order to activate a substantial number of enterprise customers in an accelerated, efficient, and sustainable manner without compromising its consumer positioning, avoiding brand overextension and mitigating implementation risks.
