Pyure, a world-leading air purification technology company, sought to redefine and reposition its brand in a post-COVID world. Our collaboration focused on three key areas to achieve this transformation:
1. Effective Positioning = Better Decisions
Recognizing that more than 40% of B2B purchase attempts end in “no decision,” we conducted a Product Positioning workshop to distill Pyure’s complex scientific offerings into clear value propositions. This approach enabled buyers to understand the market better and make informed decisions more quickly.
2. Unlocking the Value for Customers
While Pyure’s innovative technology is underpinned by complex science, their customers aren’t scientists. We simplified the language to ensure messaging resonated with all customer groups, identifying value themes that appeal to a broad cross-section of customers.
3. Humanizing Language
We kept messaging simple and human, shifting the conversation from technical jargon to customer-centric benefits. The overarching value themes informed a flexible language platform adaptable for various messaging needs across different customer groups and touchpoints.
The result is a redefined brand that clearly communicates Pyure’s value, differentiating it in an increasingly competitive market.
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