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Ministry of Iron: The Brand
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Ministry of Iron
Ministry of Iron is a company that excels in the production of durable and environmentally friendly iron products. They have a new, innovative product – a smokeless fire pit, dedicated to everyone who wants to enjoy hanging around the fire, without worrying about the smell, about the smoke entering their eyes or lungs, or the clothes, and guilt-free of the impact to the environment.
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The company required brand positioning and a communication strategy for its new product, built from scratch. The major challenge lay in the fact that fireplaces and social gatherings around them are traditionally associated phenomena, yet our potential target market primarily comprises generations that have largely departed from many past traditions.
Our most significant opportunity was their strong environmental consciousness. Our product is completely eco-friendly, making it potentially appealing to them, provided we could connect them with tradition in a novel, refreshed manner.
First, we embarked on a mission to thoroughly explore key terms crucial to our solution, aiming to understand their meanings, usage, and popularity over time, starting with "tradition."
As anticipated, the popularity of the term "tradition" was on the decline. We delved deeper to understand why tradition was losing respect and popularity. Historically, each "modern" era has had its own set of traditions, often viewed as outdated. The question was: what aspect in our modern era is dominant in moving away from tradition?
Our research confirmed the expected answer: "sustainability."
It became clear that our offer to our target group should be framed as "A Sustainable Tradition." We needed to center our brand communication strategy around this unique blend of tradition and sustainability.
We initiated the project with a productive Brand Sprint, benefiting from our client's extensive knowledge. This session helped us establish "sustainable tradition" as our core communication theme, aligning with the brand's values, target personas, and personality.
Our approach mirrored Subaru's, targeting specific audience segments with customized messages, and emphasizing targeted content distribution for maximum impact.
Finally, by analyzing both direct and indirect competitors, we strategically positioned our brand in the competitive landscape, adopting a multi-segment strategy to navigate the various competitive dynamics.
We were now poised to develop the main messaging, select channels, define aesthetics, and determine the appropriate communication formats. We drew inspiration from iconic brands that seamlessly blend modernity and tradition, such as Subaru, Volvo, and Ikea. A key approach we adopted from these brands was prioritizing the communication of the experience over the product itself.
Looking ahead, we eagerly anticipate receiving the first fire pit from the production line. This will set the stage for a strategic discussion with the client around the fire, where we will brainstorm and lay the groundwork for the go-to-market strategy.
