A leading home appliance company sought to re-establish their brand and position themselves as a key player in their space. They wanted to understand how to best leverage their heritage and equity on a global level, while appropriating it to local contexts and culture.


The Pure team conducted over 40 focus group discussions with respondents from 9 major cities across the world. We looked into what consumers truly need and want from the category. We did a deep dive into what would rejuvenate and set this brand apart from their competitors without alienating the existing customer base.


We worked closely with internal stakeholders and a brand agency to infuse the findings into the local teams, workshops, and strategic discussions. Our findings about the brand and its local contexts determined how to move the brand into the future.


Focus Groups
Secondary Research


Brand Positioning


Sweden, France, Poland
South Korea, Australia
Brazil, Chile, Thailand

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