Case 1 New Brand Development Project

Industry: Retail / Company Size: 1,000+ Employees

◾️ Background & Concept

A personal caregiving experience of an executive member sparked a broader exploration into what role the company could play in addressing the social challenges faced by families involved in senior care and caregiving.

As the company’s existing customer base continued to age and the number of future caregivers was expected to increase, a new business concept emerged from the desire to provide new forms of value to long-standing customers.

At the same time, the company had historically grown through a business model centered primarily on physical product sales, with limited experience in developing non-retail revenue streams.

While retail remained the company’s core business, leadership had already begun exploring new growth opportunities through OMO (Online-Merge-Offline) business models that integrated both digital and physical touchpoints.

However, several critical challenges remained unresolved:

Lack of a clearly articulated business concept
Unclear market positioning
Insufficient alignment within the project team

As a result, structuring the concept into a viable business strategy became an urgent priority.

◾️ Scope of Support

[Brand Strategy Development]

Conducted market research and desk research to analyze business opportunities within the senior care market from both quantitative and qualitative perspectives
Facilitated workshops with business leaders and project members to connect social issues with the company’s existing assets and capabilities
Developed a brand strategy, including Mission, Vision, and Values (MVV), to clarify the business purpose, market positioning, and target audience
Supported the transition from a retail-centered model to a hybrid business model incorporating non-retail revenue streams
Assisted in designing business strategies and revenue models based on the brand strategy

[OMO Touchpoint Design]

Designed integrated online and offline customer experiences
Developed messages and contents aligned with the brand strategy
Supported digital infrastructure planning and operational process design

[Offline Implementation Support]

Supported store journey and customer flow design
Assisted with operational design
Supported business process restructuring

◾️ Outcomes

Successfully launched a new brand into the market
Clarified internal decision-making standards by connecting social issues with business strategy
Established new non-retail revenue opportunities
Built a consistent customer experience across online and offline channels
Integrated the brand concept across all customer touchpoints