The Client, a leading Canadian craft distillery, faced two pivotal challenges in a highly competitive market. They needed to identify the optimal marketing and positioning concept to unlock the full potential of a new product launch. Simultaneously, they sought robust methods to measure and track brand equity for their existing portfolio, aiming to strengthen their marketing planning and sustain growth. These challenges demanded a data-driven approach to ensure both immediate impact and long-term brand resilience.
Leveraging industry best practices, First Key designed, managed, and analyzed multiple consumer surveys to capture actionable insights. Our methodology focused on key metrics such as purchase intent and perceived differentiation to recommend the most effective positioning concept. For brand equity, we applied quantitative measures—difference, relevance, esteem, and familiarity—to diagnose current performance and identify growth opportunities. The Client received detailed reports featuring descriptive and quantitative analysis, including advanced graphical representations, ensuring clarity and strategic direction.
With the guidance of First Key the Client successfully launched their new whisky with a marketing strategy optimized for consumer engagement and market differentiation. The brand equity tracking framework enabled ongoing diagnosis and strategic planning, supporting sustained growth. First Key’s introduction of best practices established a replicable model for future programs, driving operational excellence. The Client gained a competitive edge, with actionable insights and benchmarks that informed both immediate decisions and long-term opportunities for market share expansion.
