Client Case: EXXON/ESSO North America

Successfully advised EXXON/ESSO, in North America, on how to radically re-think its marketing strategy, stop relying on price competition, and redefine the very relationship between its brand, products, and the consumer. The results: 1). the project broke new ground in strategic Brand Marketing applications 2). Insight from a brand-consumer relationship perspective was achieved leading to valuable knowledge of key drivers of both product and brand choice 3). EXXON/ESSO is by far the leader in terms of position, market share, brand equity, and strength of the brand-consumer relationship—key factors of brand success in a very competitive, price-driven (commodity) market.