Global Retail Strategy

When XBox wanted to evolve brand perceptions from hardcore gaming to family-friendly entertainment, I used XBox’s research to identify and recommend new strategies for consumer targeting, channel specific strategies and tactics, and new parameters for each archetype.

Significant obstacles exist when complex capabilities and retail environments meet up, but we found opportunities as well–using different strategies for each consumer segment based on where they were in their environment, we helped XBox send the right message to the right people at the right time and place.