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Defense Commissary Agency


The Commissary isn't just a grocery store for the U.S. military—it helps shape and define what the experience of “community” within the military means. W|W was tasked with providing a cohesive brand strategy and framework to help shape the Commissary's brand to serve today’s military community. Over a ten-month process, the research phase of the project included the following components:

• 144 In-depth interviews with DeCA stakeholders (primarily internal audiences)
• 11,745 On-line surveys
• 623 Intercept interviews
• 85 Shop-along interviews
• 18 Focus groups
• 10 Base visits throughout the US and Europe
• Competitive analysis
• Industry best-practices report

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The research effort revealed a variety of insights that were translated into actionable opportunities via a blueprint, or brand strategy, for the Commissary. At the heart of the strategy was W|W’s development of the Commissary’s brand framework, anchored by a brand promise and supported with a messaging matrix.  For each key insight, W|W surfaced several tactical recommendations that the Commissary could pursue and illustrated how the new brand strategy might look if deployed into the current operational environment.

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An outcome of the brand strategy was the development of the Brand Ambassador's Handbook, which summarizes the culmination of the research and strategy into a tactical, practical and easy-to-understand guide.