Helping Harman amplify its growth opportunities

A new positioning and strategic assets from Kantar reinvented the audio company's brand activity.


Global audio and connected technologies company, Harman, needed to gain ground over emotionally richer brands to transform their business and deliver a brand-led platform for future growth.


We used a holistic expert approach – semiotics, segmentation and brand positioning – to create four rich, distinctive and very applied territories for Harman’s lead brands.


A tailored segmentation solution enabled us to truly understand the attitudes and needs of target groups and distil the insights into brand drivers. From these, we crafted a powerful, tangible positioning to help Harman win over the market. This was transformed into strategic growth assets ready for execution, such as brand videos, activation guides for packaging, digital and communications, and powerful innovation plans that would reinvent Harman’s brand activity... and help ensure that it continues its heritage of producing sound solutions well into the future.



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