Some details
The Tony Ferguson brand had become a confusing mix of different branding from past changes mixing with new, and changes being made in different parts of the business with little reference to the brand strategy. Eris Strategy’s role was to the audit the brand assets and uncovered what was central to the brand and what told the brand story. The project involved semiotics, group discussions among customers, an
online group discussion with consumers living in regional areas, and a survey that used biometrics.From the study, Eris Strategy delivered Tony Ferguson a clear direction for the marketing team and the development of the butterfly as an icon that symbolised the brand promise.
