Using Insights to Incite Change
Whilst some companies, like Spotify, use data to reaffirm their current brand, others utilise it to help them define their position. This doesn’t have to take the form of a radical change.
Nike’s recent campaign was fronted by a divisive figure within the world of US sports, Colin Kaepernick. Whilst
some audiences found the move controversial, Nike’s core audience of under-35s saw this as a principled stand, repositioning one of the world’s biggest companies as a challenger brand. The move paid off and Nike saw their
share price rise to an all-time high as a result of the campaign.
Data also has its place in reshaping an actual product. Take Hinge, a dating app that started life with few differentiators from its competitors. In 2017, they relaunched with a revolutionised app informed entirely from insights from their existing userbase.
Their data told them that users
were “over the game” of swiping and wanted an app that allowed them to make more meaningful connections. Armed with this information, Hinge re-established themselves as an app led by unique, personal insights through
a UX and brand overhaul, and are now a major player in the world of online dating.