Services Provided
Problem
DOYUYO is a food and beverage brand operating in the gourmet crispy chicken category, bringing a new and unique understanding to the category, with branches throughout Turkey. The unique experience of the brand has enabled the brand to gain a position in the market with its own identity and the brand has entered a rapid growth process. Before a strong advertising campaign for the brand, it was necessary to review the entire experience setup and to define a highly recognizable brand identity that would provide uniqueness in the competition for the brand.
Solution
We conducted a multi-faceted experience auditing research and consumer insight research for the DOYUYO brand. After the resulting data, we created a brand identity strategy proposal for the brand and developed activation suggestions for all contact moments.
The emerging brand strategy was put to the consumer test and finalized.
Performance research of the branches of the brand was conducted; improvements and a pre-campaign base were achieved.
Result
DOYUYO took action regarding all contact moments after the studies (Brand Experience Architecture).
After the brand’s new brand strategy, the advertising agency prepared a DOYUYO commercial and a versatile advertising campaign began. The brand opened its first branch in Dubai and continues to grow by opening new branches across Turkey.
Brand Consulting Cases
Related Articles
What Society’s Mood Is Telling Brands
As uncertainty erodes people's sense of self-worth, brands can't be saviors — but they can be guides, offering meaningful, empathetic communication that helps people feel they are not alone.
A User’s Guide to Fear Marketing
The cases we file under "fear marketing" rarely run on fear. A practical guide to the four emotions brands actually use — fear, anxiety, disgust and shame — and how each one works.
The Advantages and Disadvantages of Brand Extension
Brand extension can unlock new audiences, cost efficiency and stronger trust — but more than half of extensions fail. A clear look at both the advantages and the disadvantages.
8 Effective Methods for Brand Extension
Eight brand-core-driven ways to extend a brand — from diversifying content and changing form to owning a benefit, a purpose or a lifestyle — with global examples of what works and what doesn't.
Brand Extension: Why Do Some Succeed While Others Fail?
More than half of brand extensions fail. Goodjob's four-step framework for deciding whether — and how — to extend a brand, with global examples of what works and what doesn't.
Grief Guide for Brands
We have had very bad days, we continue to live [...]