Brand Positioning
Consumer Reports
Making the case for why a legacy institution still matters — and to whom.
The brief
Consumer Reports needed to figure out the positioning and creative that would make people want to become members. For a brand with 85+ years of history, the challenge wasn't credibility — it was relevance and desire.
What I did
I developed the overall test strategy, built out brand positioning options, and wrote all corresponding ads and landing pages. Each variant tested a different angle on CR's value: from data and rigor to independence, savings, and peace of mind — including targeted audience segments like new parents. The work was designed to reveal not just what performed, but why.
Work samples
Outcome
Winning positioning, ads, and landing pages that converted efficiently — and a clear picture of which CR story resonates most with prospective members.