Lightbeam

COMPANY REPOSITIONING AND REBRANDING
Roben Allong is the founder and sole proprietor of a minority-owned qualitative research firm, Lightbeam Communications. Her stellar reputation as a highly professional qualitative moderator didn’t do justice to her additional “superpower” as an expert in the influence of culture on consumer behavior. We helped her evolve her brand narrative and persona as a thought leader in “microculturalism,” implementing a highly disciplined process for content creation and storytelling to establish herself as a leading practitioner in this new category of consultancy. We maintained the company name, in which there was considerable equity among key clients and the industry at large, but created a visual identity and website that elevated the company’s brand promise to a more consultative positioning.

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