Real-life insights, consumer psychology and human behavior analysis are the key to creating meaningful customer experiences that increase brand equity and help business grow.
100% Quality Time
After struggling with an outdated brand and the rise of new competition in the Pyjama and Homeware category, Delta was in need of a new story to re-establish its market position.
To accomplish this we needed to re-emphasise its importance in the lives of its audience: to enhance and improve our stay-at-home, family moments. The main insight leading to this strategy were that the Delta garments are worn while we are home, with our loved ones. They represent our leisure time with ourselves, our partners and our families. The move helped transition the brand from a functional message of ‘100% cotton’ to promoting our most valuable moments in life: 100% quality time.
*Delta is an Israeli local brand of the Global textile manufacturer Delta Galil.
The Delta Story Ayelet helped us build and bring to life is one we all strongly believe in. Her ability to bring deep insights and reflect our true DNA was inspiring. The positioning was spot-on, but also articulated in an intelligent and creative manner. Taking ownership of an emotional communication territory no fashion brand has before, managed to take the Delta Brand to new heights. It was a fun and eye-opening process, hope to work together again soon!
E-commerce Director at Castro, former Communication Director at Delta
As the number of Freelancers, Startups and SMBs constantly grows, so grows the need for more flexible office solutions.
Communal Working Spaces are taking over the market, and setting new work environment trends, such as: beer taps in the lounge, bean bags in the lobby, smoothie bars instead of cafeterias and exceptionally welcoming contemporary and sustainable design. Eventually drawing a clear line between the ‘new workspaces’ and ‘the old fashioned- traditional’ ones. Most industrial – commercial office buildings belong to the latter, making every employee that works in a traditional office feel outdated and neglected.
Wiv is a new player on the scene seeking to improve the wellbeing of workers by creating holistic, Innovative, fun workspaces that stimulate creativity, productivity and collaboration. The main audience insight of this process is based on the psychology of mutual values. In short, the better the congruence between an employee’s values and lifestyle to the workspace environments – the better the work! The strategy connects between emotional benefits of the employees to the functional benefits of the employers. Bringing New Life to existing work environments, transforming it into – A Place to Grow.
I really enjoyed working on the WIV project with Ayelet and her team.
She led the process professionally and efficiently. In a very short time, Ayelet managed to provide us with in-depth market research and psychological client insights. Ayelet also helped us better understand and solve the market challenges our brand needed to overcome. The ultimate positioning framework she provided was highly creative and inspired the entire team to further develop the brand experience and product features.
I can’t wait for our next opportunity to work together.
Venture Capital Partner at Facebook, former VP product & experience at WIV Club
Boost your day
Any high-tech employee living in Israel is familiar with the Cibus brand. You know, the card that buys your lunch while you’re at work.
Sodexo, the global hospitality enterprise purchased the local Cibus brand and basically demolished its leading position in the market. The main challenge for this strategy was to combine the guidelines of a global conglomerate to the organizational culture of the local market.
How to make local businesses choose ‘Cibus-Sodexo’ as their employee benefits service? What is the connection between the brand and what the audience really needs? Well, it’s actually pretty simple. Positive Energy.
Energy is the most valuable resource of any organization looking to thrive. Transforming the brand’s offer from a ‘lunch card’ to a Positive Energy Facilitator. The new co-branding strategy managed to raise back brand equity as well as increase business of existing and new clients.
Ayelet has over 10 years of experience as an Executive Brand Strategist working for the top branding firms in TLV. Now as an independent Purpose Driven Brand Strategist based in Amsterdam, she continues to lead clients into purposeful growth through human focused and research based strategies. She has personally built brand strategies for some of the most prominent companies in the global market, as well as high growth start-ups.
Ayelet is a Tel Aviv University graduate, BA, Psychology & Business Management. Owner of Purpose Brands LTD, purpose driven brand strategy consultancy. Former VP Strategy at Awesome TLV, Senior Strategic Planner at McCann TLV, and Senior Brand Strategist at Firma. Business Design.
Favorite industries to work with:
FMCG, Lifestyle & Beauty, Food & Beverage, Retail & Fashion, Entertainment, Digital Health & any other Positive Impact Initiatives.