Challenge: Historically, Swatch had been perceived as a “plastic-only” brand in the U.S. The company wanted to evaluate potential long-term opportunities that would help achieve the same brand success in the U.S. that it had internationally. Objective: Evaluate long-term opportunities for the brand to strengthen in the U.S. Solution: Following an in-d...

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Challenge: Polartec® brand not only spurred the growth of a $3 billion outerwear market with its Polar fleece brand, it also solidified the fabric line as a high-end, respected brand. Yet, as Malden Mills looked to the future of Polartec fabrics, concerns arose that Polartec’s connections with “fleece” would limit perceptions of the company&#...

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Challenge: Nautica was interested in updating and modernizing the Nautica brand. Objective: Plan-it partnered with Nautica to determine the overall effectiveness in the marketplace of a new branding effort, designed to reinvigorate the brand. Solution: To track brand attitudes over time, Plan-it conducted a two-phase study; a pre-wave prior to advertising ...

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Challenge: The Wrangler brand was trying to evolve and reposition itself in the marketplace, beyond its “cowboy” heritage. Objective: Evaluate new creative developed by Toth in terms of its relevance, credibility, the perceived image of the Wrangler brand, as well as understand the relevance of key spokespeople, Brett Favre and Dale Earnhardt. ...

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Challenge: Within an environment of somewhat varied brand perceptions across the culturally-diverse European market, Timberland wanted to determine which of two distinct brand campaigns most effectively communicated the brand’s core values and connected to the target audience in the European market. One campaign was developed for Europe and the other was ...

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