Brandpulse gives the Saturn brand a refined promise of performance for an integrated customer journey.
Saturn aims to enhance their existing brand positioning and consolidate their brand values to build the foundation for an integrated brand staging throughout Europe.
As the first step, Brandpulse conducts comprehensive desk research analyzing customer insights and the international brand environment. In parallel, in-depth management interviews provide valuable perspectives on internal brand perception. This thorough groundwork forms the basis for a multi-level workshop cycle with the Brand Committee, comprising international Saturn executives.
During the Brand Sessions, the Committee jointly develops a visionary brand promise formulation. Special emphasis is placed on ensuring easy implementation by employees worldwide. The result is a precisely defined Value Proposition that provides clear directives while minimizing room for interpretation.
The new Value Proposition is supported by a dedicated Implementation Toolkit. This enables local teams to consistently translate the global brand promise into their specific markets. Saturn now possesses an effective instrument for holistic internal (Internal Branding) and external brand staging throughout Europe.
The success is reflected in the high adoption rate: Within six months of implementation, 85% of all Saturn locations actively use the new Value Proposition in their communications. The refined brand positioning has led to measurably higher consistency in global brand perception.