Modernizing a Legacy Media Brand with Research-Driven Positioning
Client Overview
Univision—the world’s largest Spanish-language media company—was losing market share in key U.S. cities, struggling to keep pace with shifting audience behaviors.
The Challenge
With declining local ratings and a delayed transition to digital and streaming platforms, Univision’s local stations risked losing relevance with their core audiences.
Our Approach
In partnership with Magid, we co-led a brand positioning initiative to uncover critical gaps in content and engagement. Using our proprietary market positioning process, we helped Univision develop unique, audience-driven local brands for its top 14 markets—aligning messaging, content strategy, and digital engagement, while transforming organizational ethos.
The Impact
From Unknown to Widely Recognized: BioMedical Research Institute’s Brand Transformation
Client Overview
Van Andel Institute (VAI), a biomedical research institute in Grand Rapids, MI, was established by the entrepreneurs behind Amway and operates on a $2b endowment to advance world-class disease research.
The Challenge
A decade after opening its state-of-the-art research facility, VAI leadership recognized a major familiarity gap—both locally and beyond. Despite its groundbreaking research and substantial endowment, the institute lacked broad awareness among potential donors and supporters. VAI needed to clarify its market position to:
- Increase local awareness among prospective donors
- Expand its profile across Michigan
- Lay the foundation for national recognition
Our Approach
To reposition VAI for greater visibility and support, we conducted an in-depth marketing study that identified the most relevant and motivating brand position. Our research guided:
- A clear and distinctive brand position that would drive familiarity and donor engagement.
- Establishing benchmarks to track growth in familiarity, association with the refined positioning, and research credibility.
- Behavioral tracking measures linked to fundraising growth.
- The refined brand position emphasized a powerful, motivating differentiator: 100% of donations go directly to research, thanks to VAI’s endowment.
The Impact
‘Always’ Positioning Drives Record Growth
Client Overview
ValuNet FIBER, the first fiber-internet service provider in Emporia, KS, faced a highly competitive market previously dominated by cable and satellite providers.
The Challenge
To differentiate ValuNet FIBER in a crowded marketplace and drive aggressive subscriber growth—aiming to increase its customer base by 2,000 in just one year.
Our Approach
Partnering with IM Design Group, we conducted a comprehensive market positioning study, including:
- Focus groups with existing customers to understand loyalty drivers and the competitive landscape.
- Market-wide online surveys capturing perceptions from both customers and non-customers.
The Impact
The Brand Shift That Helped CrossWinds Serve More People
Client Overview
CrossWinds, formerly The Mental Health Center of East Central Kansas, operates counseling facilities across seven counties, providing critical mental health services to local communities.
The Challenge
To strengthen CrossWinds’ connection with the communities it serves, ensuring more people in need of mental health support could easily access services.
Our Approach
BrandCertain conducted in-depth positioning research with general consumers, clients, and employees. The findings revealed a clear opportunity: the community valued a mental health provider that helped “everyday people cope with everyday problems.” This insight became the foundation of CrossWinds’ brand positioning and guided:
- A new direction
- A new visual identity and a revitalized digital presence
- A marketing strategy by our partner, IM Design Group
The Impact
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