In 2018 Unilever launched a new detergent; Less. As the name suggests the brand focuses on using less detergent. Less was developed for online retail only and grown within a startup. To establish the customer needs and insights, I initiated the process with qualitative research. The output of this research formed the foundation for my brand document.
"One of the reasons why we wanted to collaborate with Wouter is that he not just understands how to position brands, but can also think from a businessmodel perspective. That's how, together with his qualitative research, his brand document drew out a comprehensive and inspiring picture of our market and brand."
Eric Smeding, founder Less and Sr Digital & Ecommerce Manager Unilever