Our extensive research focused on the changes in the audiovisual marketplace in recent years. The transition from physical to digital media, and the increasing use of mobile devices to access music and video, has seen the traditional market for high-end AV equipment shrink dramatically. This has affected Nakamichi, traditionally viewed as a high-end lifestyle brand. We found that there is still a market for quality components at the right price, but they must be geared to the new realities of the market, with an emphasis on mobile entertainment. We interviewed key stakeholders including the brand owners and selected licensees to determine how the brand is perceived and identify possible directions for its development. We also conducted a Brand Workshop focusing on the brand’s visual image, and studied competing brands, both licensed and non-licensed.
Base Creative’s market research found that the Nakamichi name was still held in high esteem among older consumers. The brand owner sought a positioning for the brand which would sustain this treasured reputation for excellence and present a consistent brand image across all markets, while meeting the needs of today’s consumers. Guided by our market insights, Base Creative’s brand positioning work aimed at shifting target segments of Nakamichi from high-end to mid-high end. Accordingly we articulated the new brand positioning, “live up your moments”, setting a new direction and attracting younger, sophisticated consumers.
With the brand identity already in use by multiple licensees, we made subtle changes to live up to Nakamichi’s past, yet give it a contemporary spin. We were inspired by Nakamichi’s own logo, and as a result the grid system is now a repeated graphic pattern made up of the Nakamichi ‘N’ symbol, creating a stylish motif. This was applied to packaging and other key design elements, giving the rejuvenated brand a contemporary and sophisticated design aesthetic which would differentiate it from other brands and appeal to a younger, sophisticated urban audience. A brand book was developed capturing all the key elements of the brand DNA and visual style, including colour palette and font usage reflecting the brand personality, which the owners and licensees could use to introduce the brand.
With the new positioning defined and visual identity updated, the refreshed brand was ready to be rolled out to licensees. Using the guidelines in the brand book, licensees could further develop their own marketing collaterals and feature the products on their websites. All stakeholders involved have reacted very positively to the brand’s redesign and anticipate the brand regaining its high profile in the consumer electronics market.
