A Case Study
in Confidence

A men’s grooming brand wanted to focus their new product innovation on confidence, but wanted to go one level deeper to define the right type of confidence for their brand.

Through in-depth storytelling with a variety of “iconic” types of men – such as a self-made entrepreneur, a danger-seeker, a social connector and more – we were able to unpack and decode confidence to identify not just one type of confidence, but 7 dimensions of true confidence.

A deeper understanding of confidence inspired new codes and cues featured in the brand’s latest product design and communication, which played a key role in connecting with younger, millennial consumers and invigorating the brand.