Unifying Fragmented Brands: Danone’s Journey to Global Coherence

Challenge:

Danone faced a challenge common to many multinational consumer goods companies: a fragmented brand identity. With a portfolio of local brands and region-specific adaptations, Danone lacked the global coherence needed to compete at the level of industry leaders like Coca-Cola. This inconsistency diluted the brand’s impact and limited its ability to communicate a strong, unified value to consumers worldwide.

Approach:

Amper’s cofounder worked directly with Danone to explore this challenge in depth, identifying the gaps in brand positioning across markets. Through rigorous research and stakeholder collaboration, they developed a global strategy to unify the brand under a singular positioning. By aligning local adaptations with a core global identity, Danone was able to retain its local relevance while projecting a consistent, recognisable message worldwide.

Outcome:

This work established a clear, globally cohesive brand positioning for Danone, elevating its market presence and reinforcing its reputation as a trusted, innovative leader in consumer goods. The success of this project highlights Amper’s ability to draw from deep expertise across advertisers, agencies, and tech ecosystems, offering unique insights for leaders looking to scale their GTM strategies with precision and impact.