Braun Haircare var \u201cmanligt och gammalmodigt\u201d och riktade sig fortfarande till en \u00e4ldre publik medan konkurrenterna redan hade g\u00e5tt vidare till yngre kvinnor. Jag byggde om hela varum\u00e4rkets DNA fr\u00e5n grunden \u2013 ny positionering, ny kommunikation, fyra produktlanseringar p\u00e5 arton m\u00e5nader. Marknadsandelen v\u00e4nde i Kanada, Tyskland och Storbritannien.<\/p>","protected":false},"excerpt":{"rendered":"
Braun Haircare var \u201cmanligt och gammalmodigt\u201d och riktade sig fortfarande till en \u00e4ldre publik medan konkurrenterna redan hade g\u00e5tt vidare till yngre kvinnor. Jag byggde om hela varum\u00e4rkets DNA fr\u00e5n grunden \u2013 ny positionering, ny kommunikation, fyra produktlanseringar p\u00e5 arton m\u00e5nader. Marknadsandelen v\u00e4nde i Kanada, Tyskland och Storbritannien.<\/p>","protected":false},"author":1,"featured_media":441,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"page_builder":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-428","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case"],"acf":{"company":"Braun Haircare","my_role":"Global Business Manager","the_situation":"Braun Haircare had a problem it hadn't quite admitted to itself yet: it was male, and it was stale. A whole new wave of categories was emerging to court women aged 16\u201324 \u2014 and Braun's haircare portfolio was still speaking to an older, mostly male base, in a mostly male voice. The audience that was about to define the category's next decade wasn't in the room.\r\n\r\nThe brief, stripped down, was blunt: build an innovation pipeline fast enough to matter, and build a way of talking to young women that Braun had simply never had. Not a repositioning exercise on paper \u2014 a real one, grounded in who these women actually were.","what_we_did":"I started with the people, not the product. Focus groups, in-home visits, hairdresser groups, fashion influencers \u2014 across the UK, Germany, the Middle East and Canada. Not a single round of research, but the kind of sustained listening that tells you what a brand's tone should actually sound like, not just what features to ship.\r\n\r\nAlongside that, I brought in a major design and innovation agency to work hand in hand with Braun's own in-house designers \u2014 one team on the short-term pipeline, one eye always on the years after that. And from the insight came the harder work: rebuilding Braun Haircare's DNA itself. New positioning. New communication platform. A new TVC, built to actually earn attention from an audience that had every reason to scroll past it.","what_happened":"Four new products launched within eighteen months, with a longer runway of innovation already planned for the years after. The new communication platform \u2014 TVC included \u2014 rolled out across Braun's key markets. And the numbers moved where it mattered: market share and brand equity both shifted meaningfully, most notably in Canada, Germany and the UK.\r\n\r\nThe deeper win was less visible on a slide: a legacy brand that had been talking past half its potential audience for years finally had something real to say to them \u2014 and the sales to prove it landed.","end":"","video":"","video_vimeo":"","call_to_action":""},"_links":{"self":[{"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/posts\/428","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/comments?post=428"}],"version-history":[{"count":9,"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/posts\/428\/revisions"}],"predecessor-version":[{"id":490,"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/posts\/428\/revisions\/490"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/media\/441"}],"wp:attachment":[{"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/media?parent=428"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/categories?post=428"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/tags?post=428"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}