Turning a functional product-based brand into a beloved, emotional, and community-driven iconic brand
Challenge
There’s a good chance there’s a Logitech product in arm’s reach of you now, you might just not be aware of it. The brand had been exceedingly functional, modestly behaved, with perceptions perfectly neutral. Even with the favorable tailwinds from the creator economy, gaming, and work from home shifts, the brand was being outspent and out of mind.
Solution
We built a new brand platform called “Defy Logic,” celebrating and empowering those uniting under a common philosophy of challenging the status quo, rewriting the new logic of tomorrow, and in turn Defying Logic in every facet of culture.
We re-tooled our entire go-to-market strategy, defying convention from within. We re-imagined new KPIs, defined new audiences, created new marketing pillars, re-built comms and media plans, developed new talent and partnership strategies, set new brand guidelines, and changed how agency partnership models.
Launching with a brand anthem and series of story-doing moments.
Results
Generated extensive earned media buzz with 34 placements
1.5B impressions, 3X our original earned media goal
~3MM YouTube views
100% of positive skewing sentiment