Brand Strategy
moooi
How should one of Europe's most innovative luxury design brands ensure success when taking on a new growth area? In this project conducted for consulting practice TONG Global, a brand strategy was developed for client moooi, helping this iconic furniture brand approach the China market, with both a b2c and b2b consideration.
By forming a tactical understanding of market conditions and the behaviours of competitors and consumers within it, actionable brand strategies are developed for brand positioning, messaging, communication channels, content and more. Research and insights are utilised to analyse current brand perception, market gaps, and new areas of opportunity for strategic development. Practices include full communications audit of existing brand channels, desk research, data analysis, and firsthand interviews/statements sourced from key actors including consumers, wholesalers, interior designers, and other industry insiders.
Market Insights
Informed by extensive insights, a strategic roadmap is created for an effective approach to the moooi brand in China, and specific recommendations for how it can be cascaded and achieved across all available channels such as communications, digital presence, marketing campaigns, BD functions, and beyond. 
Brand Strategy
Brand Strategist: Lillian He
Project Owner: TONG Global
Project Manager: Jenny Zhang (TONG Global)
Researcher: Milly Zhang (TONG Global)
Client: Foster + Partners