GOST

Client request

The client approached us with a comprehensive request:

• to create a brand strategy,
• to develop marketing and SMM strategies,
• to prepare the brand for launch in a new niche and for a new audience,
• to eliminate reputational risks associated with the brand name.

Important: the trademark had already been registered, and the opening of stores was planned for the near future, so changing the name was not possible.

Key challenge

Despite its strong reputation in the B2B segment, the brand was completely unknown in the B2C market. An additional challenge was the name ‘GOST’, which could evoke negative associations with the Soviet past, especially in the central and western regions of Ukraine.

This created risks:

• mistrust from a new audience,
• reputational damage,
• weak sales start.

Research and analytics

We began our work with in-depth analytics:

• conducted a SWOT analysis of key competitors,
• researched market trends in the B2C segment,
• organised in-depth interviews with respondents,
• conducted a mass survey of potential customers,
• identified competitiveness criteria,
• separately tested the perception of the brand name.

The insights gained became the basis for further strategic decisions.

Strategic decision

Based on our research, we:

• formulated brand development hypotheses,
• defined clear positioning,
• divided communication strategies for B2B and B2C audiences,
• wrote Tone of Voice, communication rules and SMM guidelines,
• developed a marketing strategy for the year with tools, KPIs and budgets.

To solve the problem of associations, the following decision was made:

• to use the Latin spelling GOST,
• to rethink the name through a play on words with the English word Ghost,
• to create a mascot in the form of a ghost, which completely changed the emotional perception of the brand.

Concept testing

The concept with the mascot was tested on B2B and B2C focus groups. The result was positive feedback, high recognition, and a clear separation of the brand from Soviet associations.

After that, the concept was approved for scaling.

Result

The client received a comprehensive strategic foundation:

• Brand strategy — a complete guide to creating and developing a brand,
• Brand book — rules for using visual identity,
• Marketing strategy — an annual plan with channels, KPIs, and budgets.

Value for business

The project enabled the client to safely and confidently enter the B2C market, change brand perception, avoid reputational risks, and lay the foundation for scaling up the retail direction.