The generation that is in the middle of life today is simultaneously concerned about their children and their parents. No wonder they can use any help they can find. For a technology company that offers smart solutions for older people, we took on the task of developing a new brand positioning that optimally addresses the target group's life situation.
Core of the positioning: Many older people are hesitant to accept new tools because they are afraid of them and feel overwhelmed. The adult children often lack the persuasive power to overcome this hurdle. We developed a new brand core that focuses on the company's role as a helper and connector between the generations - by empathically addressing the life of the younger generation and helping them to convey the advantages 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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