The generation that is currently in the middle of life is simultaneously worried about their children and their parents. No wonder they can use all the help they can find. For a technology company that offers smart solutions for older people, we have taken on the task of developing a new brand positioning that optimally addresses the life situation of the target group.
Core of the positioning: Many older people hesitate to adopt new aids because they find them frightening and feel overwhelmed. Adult children often lack the persuasiveness to overcome this hurdle. We developed a new brand core that places the company's role as a helper and connector between generations at the center – by empathetically addressing the world of the younger generation and helping them convey the benefits of technology to their parents.
The result: a new content strategy, that optimally supports the company's growth and its increasing relevance in society.
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