What is the destiny for the dairy brand Weihenstephan?

That’s how we started our journey for developing Weihenstephan’s brand positioning. We began with a Prototype Insight Activator®, unearthing the narrative structure of the brand, allowing it’s destiny to surface. We then spent two exciting days in Munich crafting the brand destiny pyramid.

With these rich learnings, BCR helped facilitate the BRIEFER® process to explore some sparkling script ideas with consumers – all of them fulfilling the emotional and rational purpose of the brand.

The result? A great ad and a positioning document to help map a brilliant brand development for the future.



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