Breathing new life and refreshed value into a global brand tracker

Challenge

In 2013, Reebok shifted its brand focus and target consumer from “sport” to “fitness.” Since then, the global fitness and apparel company has invested heavily in its mission to develop innovative products and create new markets to help make its consumers “Fit for Life.” Reebok needed a comprehensive and dynamic approach to understand how the brand is performing, its position in the global marketplace, and whether current brand strategies reach their targets.

CMB nailed the rejuvenation of this tracker from strategic thinking to deliverables. With a project of this size and scope, it’s critical to get things right the first time—and they do. Part of CMB’s value, for us, is in their top notch execution and project management—the team is thoughtful, responsive, and delivers the insights we need to make big decisions.

Marty Murk, Consumer Insights Manager at Reebok

Solution

Reebok partnered with Chadwick Martin Bailey (CMB) to revamp and expand its brand tracking study into a highly actionable program yielding insights into brand health, brand values, and brand strategy, overall and in 12 countries. Highlights of the refresh include:

• Conducting higher level analytics to understand the drivers of consideration—for Reebok and for the category as a whole—in the US and internationally.
• The development and implementation of a reporting tool that lets analysts slice and dice the data, efficiently create summary slides, and deliver the most useful and important information to all stakeholders.
• Building dynamic deliverables that communicate the implications of the research and how to act upon them in a visual, succinct, and compelling way.

Results

Insights from the brand research keep Reebok focused—letting them prioritize the consumer, rather than just the numbers. Results are used to help Reebok streamline messaging and brand strategy around fitness, and identify, prioritize, and fix global issues—ensuring brand managers, researchers, and executives speak the same language.