Having been established since 1988, a well-known footwear brand ANDO needed to understand its brand positioning in the market. The main challenge was the brand management it required since ANDO had been focusing on sales, not on its brand. The majority of the sales are on offline platforms, and in this digital era, it is a challenge. Ando had an objective of determining how customers had perceived their brand and if there were any necessary steps to take next. Milestone conducted market research to answer the questions. The approach was qualitative, and a Focus Group Discussion (FGD) was carried out in three cities, Jakarta, Surabaya, and Medan. The result of the FGD was later used as the guideline of formulating the right branding strategy for ANDO.
Milestone also assisted in preparing the brand to grow from offline to online, creating their online presence on social media and marketplace. This aimed to create awareness and develop brand engagement. It is essential as it connects Ando to their captive audience, the interaction between the brand and customers provides a better image of how Ando has been perceived by their target market. In their stage of social media development, Milestone worked with a professional photographer and stylist to achieve desired results. The improved brand image is expected to better sales and brand growth.