DECATHLON

AN INNOVATIVE AND POPULAR BRAND

What positioning and brand architecture would it take to make B’twin the world leader in bicycles?

A great, unique brand, innovative and accessible, likeable and popular, where the individual is placed at the heart of its initiatives. A great brand for everyone, for every bike and for every use.

Its ambition: to make the bike man’s best friend.

Work done:

– Audit
– Positioning
– Brand architecture
– Brand personality and tone of voice
– Brand implementation