DISH is a mature brand that sits within an ever-growing and crowded category, which creates challenges building emotional connections with consumers. With the help of BERA, DISH developed the framework of an emotional brand positioning using a set of attributes that represented their brand, and the space they held in the lives of consumers. But DISH didn't stop there. They sought to truly understand what each attribute meant to consumers, and how they can bring the attributes to life.
With MDRG, DISH dug deep into the metaphors and meaning of each attribute within the context of their category. The research helped uncover the subconscious associations their target held with their brand, and determined how to shape their marketing communications to strengthen DISH's association with these attributes.
The team of DISH, BERA and MDRG collaborated and challenged each other to bring the DISH brand to life through a compelling narrative. The outcome was a brand booklet that contains easily digestible stories for each attribute that inspires and guides how DISH's internal teams bring these stories to life.