Accent Marketing
Pivoting a brand and its position

Project Summary

Change doesn’t have to be hard. Accent Marketing came to 104 West Partners with a significant challenge: to change its core positioning to consumer engagement, and thereby changing its competitive environment, target customer personas and messaging.

104 West Partners began by moving the company’s customer conversation from post-purchase evaluation and execution to one that included the entire purchase cycle. Then, we conducted a series of content-rich campaigns to define the company’s new position and manage the transition into the new marketplace. Once core piece of content was a report on wearable technology that coincided with the launch of the Apple Watch and captured the attention of the media and potential customers. This report allowed us to share Accent’s perspective on the wearables, and generated a tremendous amount of attention from CNBC, NBC News, Yahoo! Finance, Media Post, eMarketer, Chain Store Age, Internet Retailer and Retail Wire, among others.

The research was also used to support additional content, including infographics, speaking engagements and much more.


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