A Case Study
in Confidence

The Challenge

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.

The Unlock

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.

The Unlock

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.

The Result

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.