Case Houdini Global Brand strategy

Challenge/Objective Houdini wanted to strengthen its position as the No. 1 progressive outdoor brand. The goal was to clarify brand DNA, align global marketing, and create a brand marketing framework that connected purpose and exploration.

Solution / What I did

• Developed the Winning Game Strategy—a global framework defining three audience tiers: Brand Shapers, Brand Builders, and Brand Carriers.

• Redefined the brand DNA and tone of voice to reflect Houdini’s ethos of adventurous exploration and collective empowerment.

• Created a new approach to brand marketing, integrating campaign-based initiatives with an always-on storytelling playbook and content formats for continuous engagement.

Result/Impact

• Unified the global brand strategy and marketing approach.

• Delivered a clear consumer-centric framework to the global brand team.

• Reinforced Houdini’s position, messaging, and how to act as the No. 1 progressive outdoor brand.