Adobe
Skills: Brand Strategy, User Interviews, Audience Segmentation & Targeting
For a course in Brand Strategy, I was tasked with solving a problem for one of my favorite brands–Adobe. While Adobe is the professional standard for digital content creative, entry-level users are turning to more accessible and affordable competitors as their point of entry. To maintain a competitive advantage, Adobe should re-establish brand association in this growing segment to build customer loyalty through a targeted marketing campaign and new user discounts.
March 2023
The Problem
Adobe is losing business from beginner creatives because the barrier to entry is too high and competitors have cheaper and more user-friendly options.
The Opportunity
Adobe has creative tools for beginners, but they’re not as well-known as Photoshop or Illustrator. Adobe should take advantage the growing creator economy and market their Adobe Express services to beginner and aspirational creatives.
Positioning
In order to reach aspiring and novice creatives, Adobe should move away from marketing their highly technical products and position themselves as a tool to enable the joy and pride of creation, for all.
Our Solution
To show customers how well Adobe can meet their needs, we proposed a targeted advertising and discount campaign, Adobe—Creativity, for all.
