The Problem
With a product review landscape transformed by changing consumer preferences, an influx of competitors, and emergence of new business models, Consumer Reports needed to explore how it could strategically position itself to differentiate its brand, pursue new growth opportunities, and reach new customers.
The Solution
A competitive analysis revealed Consumer Reports’ primary points of differentiation—its non-profit status and uniquely long history of advocating for consumers—could be leveraged more aggressively, especially in its brand storytelling, to own a unique position of ultimate trust. This foundational insight then informed an evaluation of its subscription business model and refined brand strategy, including a reorganization of its brand architecture and opportunities for brand extensions.