Establishing the brand essence together with a progressive growth strategy

Challenge

To uncover the essence of Node, bringing together the views of the Node team and insights gathered on the global co-living market, creating a narrative stemming from the interconnectedness of “Nodes” and giving a sense of localism in a global market.

The second part of the project was to work with Node’s architects to research and deliver ideas for progressive product development, generating fresh ideas and delivering a Node style - fitting of any urban location worldwide.

Response 

We uncovered Node’s brand essence through a series of workshops and customer perception surveys in which Node’s unique attributes were identified. Then, a global marketing strategy was developed, including innovative lead generation campaigns appealing to "global citizen's". Understanding the big picture as well as providing evidence on the nuances of audiences in each location, was key to delivering a successful strategy.

By looking to future trends around how urban dwellers aspire to live and integrating this with previous findings, we were able to define Node’s product offer and produce fresh and innovative ideas for co-living.

Impact 

By understanding the global picture coupled with local nuances, the global marketing strategy and subsequent toolkit enabled the Node team to deliver local marketing plans.

Furthermore, the work provided direction and certainty as well defining the target audience and laying the foundations for product development, targeted site acquisitions and strategic decision making.