Briggs & Stratton

Brand Architecture & Naming Strategy

The Situation

This American manufacturer of small engines had big problem. After years of one-off innovations, their portfolio was crowded and difficult to navigate. A new CMO had a vision to streamline and rebrand, but the long-standing Executive Board wasn’t convinced.

The Approach

Whet the Executive Board’s appetite for change by demonstrating the value of a new architecture - especially product redundancies and diminished consumer experience.

The Solution

Stakeholder interviews, consumer focus groups, and in-store ethnographies informed a consumer journey map that identified opportunities for improvement. From, there we created a new architecture and naming convention with the Executive Board’s input.