Logitech G
Redefining the brand purpose
Challenge
Logitech G wanted to seize the opportunity for a mission-driven, values-centered brand to disrupt the product-dominated hardware category they operate in. Their challenge: how do we get from “here” to “there”? Help us to reimagine the brand, optimize our marketing model, and to map out a new GTMK strategy that can win hearts and minds.
Solution
We hosted a three-day brand workshop experience designed to:
Inspire the Logitech G marketing team.
Provide fresh perspective by immersing them in future-orientated co-creation sessions, removed from the day-to-day.
Challenge existing thinking with new data, a live-streamed audience panel, and the insights of independent, out-of-house experts.
Provoke discussion on the role the brand can play in the lives of values-oriented consumers such as Gen Z.
Accelerate the repositioning with an intensive series of collaborative exercises to redefine the brand belief, purpose, and proposition.
Have fun!
Special emphasis was placed on charting the route from a product-focused brand to one that transcends category and actively shapes culture.
We also plotted the integrated marketing structure, processes, and strategies that would equip the team for future success.
Now we are actively engaged in supporting Logitech G’s transformation work with an ongoing series of GTMK plans, products, and assets.
Impact
Happily, the workshop hit the spot:
“On behalf of Logitech G, we want to express our most sincere thanks for hosting, designing and executing our Brand Workshop.
The level of careful planning and effort that went into it was very clear and was the difference maker to achieve an overwhelmingly successful result.
In discussions with the team, the feedback is that we definitely achieved our key objectives: team unity, shared vision, alignment to play as brand platform to carry us forward, an examination of current vs ideal marketing operating system, identification of critical barriers and drivers, and fostering comradeship both internally and with you, our trusted partner. And a lot of fun together!
We are very grateful for all the hard work, late nights and drive needed. It’s moments like this that remind us of the key role that Dialect plays in helping us get to Next Level.”
PETER KINGSLEY, CHIEF MARKETING OFFICER