How did shifting to an aspirational brand position help Tyme Group grow?
Replied byCoen Jonker
Founder & CEO at Tyme Group
Niche: Finance
Revenue: Not Publicly Disclosed/month
Location: Singapore
Started: 2012
In our initial phases in South Africa, we had a cheap and cheerful brand positioning. When we expanded to the Philippines, we changed our brand to be highly aspirational, slick, and focused on younger customers. That approach was very successful, and we brought those lessons back to South Africa.
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