The Company—Watson Adventures is a pioneer in the scavenger hunt industry and whose hunts are characterized by an uniquely intellectual, witty and fun personality, whether corporate team building hunts with a dash of culture, public hunts with a twist in museums and great neighborhoods, or private hunts, available in major USA cities.
The Challenge—After an onslaught of high-tech startup competitors came onto the scene, Watson wanted to leverage its brand to its prior top, competitive position.
The Insight—The power of branding to show a business is only as strong as its brand. Based on our analysis, we revealed Watson Adventures owned a business, sense of humor and logo but not a brand.
The 4Cs Shift—We applied our 4Cs discipline to reimagine:
- Conversation: Accelerate the speed with which Watson Adventures moved from a mom-pop position into the experiential gaming industry.
- Clarity: Placed Watson Adventures firmly in fun, team building activities with a dash of culture vs. boring engagement by competitors.
- Currency: Established scavenger hunts as a corporate training tool that made teams connect, learn and laugh vs. plain jane hunts team exercises.
- Culture: Maintained a desired consultative advisory role over 10 years to sustain brand compliance.
The Result—Watson Adventures mobilized the brand to scale the business nationally while commanding a higher price point and significant media attention.