BRAND STRATEGY FOR KABEL EINS:

So what? Normal rocks! Kabel Eins lacked clear positioning within the Seven.One brand cosmos.
A deep dive into research and intensive workshops made one thing clear: Kabel Eins has the program, power, and courage to boldly align itself with its target audience. Because it’s an often-overlooked audience: the everyday people at the heart of society.

Here’s an excerpt from the brand manifesto: “It’s time to set the record straight! You’re anything but ordinary. You’re the ones who get things done and make sure all our lives run smoothly.”

With its new brand strategy, Kabel Eins pays respect to real life and its everyday heroes—putting “Normal Rocks!” front and centre, visually too. It’s a clear identification of the brand with its target audience—and vice versa. Simply put: We are you!