From Vision to Story

Using the four steps of the F.L.O.W. method, we helped Birò reshape its story for the Brussels market.

Phase 1: Focus

Defining the Challenge

In Italy, Birò thrived as a cultural icon—a stylish, compact solution for navigating busy streets while signaling a lifestyle of design and independence.

But Brussels posed different challenges. The city combines dense traffic with stricter regulations, while its residents often see car ownership as a statement of status. The key question was: How could Birò’s Italian street-smart identity find relevance in a Belgian context?‍

Phase 2: Look & Listen

Learning from the Market

To answer that, we immersed ourselves in Brussels’ mobility landscape. We studied:

• The expectations of urban commuters and city residents.
• The competitive alternatives to Birò, from bicycles to shared cars.
• The cultural perceptions of minicars in a Belgian context.

The research revealed a crucial gap: while Italy valued street culture and individuality, Brussels required a positioning that emphasized status, sustainability, and exclusivity.

Phase 3: Outline

Shaping the Narrative

With these insights, we crafted a refined narrative for Birò: not just a practical minicar, but a premium urban mobility solution.

The positioning emphasized:

• Sustainability: Zero-emission transport for eco-conscious citizens.
• Exclusivity: A stylish alternative to traditional cars and scooters.
• Practical luxury: Compact enough for Brussels’ narrow streets, with a sense of sophistication.

This narrative transformed Birò from a niche Italian product into a Belgian urban lifestyle choice.‍

Phase 4: Write

Clarifying Communication

We translated this positioning into practical communication tools:

• Sales materials that framed Birò as a premium lifestyle investment.
• Messaging that highlighted status and sustainability over “street culture.”
• Localized branding adapted to Brussels’ urban and cultural realities.

By aligning the message with local aspirations, Birò could speak directly to its target audience in Brussels.

Strategic Positioning Success

The project gave Birò the clarity and confidence to launch in Brussels with a positioning tailored to the local market. Instead of relying on its Italian identity, Birò entered Belgium as a premium, sustainable alternative for urban mobility.

This repositioning helped the brand move beyond its cultural roots and resonate with a new audience, laying the groundwork for growth in other European markets as well.

“Everything is narrative, and narrative is everything.”
‍
Matthew Khouri, Founder Birò Brussels:

The Value of Meaningful Marketing

Our work created Meaningful Marketing value in three ways:

• Cultural Adaptation: Translated Italian brand identity into Belgian consumer values.
• Niche Positioning: Found a premium angle in a crowded urban mobility market.
• Practical Tools: Equipped the team with clear sales and communication materials.

The Path Forward

Birò’s Brussels launch proved the power of adapting brand stories across cultures. With clarity and practical tools, the brand now has the foundation for local impact and future European expansion.

Work With Us

If you’re preparing to expand into a new market, let’s explore how strategic storytelling can help your brand adapt, resonate, and thrive.