Polsat Plus, formerly Cyfrowy Polsat, the largest media and telecommunications group in Poland, came to Straightline with several challenges: How should we reposition our portfolio of media and technology brands to compete more effectively against local and international rivals? Should we simplify our existing portfolio, or create a series of new brands for various segments? And what consumer value proposition will best differentiate us from the rest of the pack?
Polsat Plus, formerly Cyfrowy Polsat, the largest media and telecommunications group in Poland, came to Straightline with several challenges
We analyzed extensive research to better understand customer needs, challenges in the industry, and Cyfrowy Polsat’s existing brand equities. Working closely with the Cyfrowy Polsat leadership team, we developed a new value proposition that separated Cyfrowy Polsat from its peers. After extensive consumer testing alongside alternative concepts, our recommendation rose above the rest and was chosen as the preferred approach.
We also conducted a brand portfolio optimization analysis, determining which of their many brands should be either repositioned, eliminated, or consolidated into other brands. Our final recommendation allowed the firm to retain its well-known media brand Polsat alongside its wireless Plus brand, employing a “fusion” visual identity that allows each to thrive in their respective markets.
Today, the company has rebranded to Polsat Plus and created a new visual identity in partnership with a creative agency. It continues to implement our brand strategy, which will support Polsat Plus as it continues grow and evolve.
Deliverables
- Brand and communication audit
- Competitive assessment
- Findings report
- Brand positioning
- Mission, vision, values
- Messaging
- Brand architecture
- Portfolio optimization
- Implementation plan