Brand Revitalisation
Client: Major Shopping Centre
Challenge
A leading shopping centre complex had reached its tenth anniversary as one of the UK’s major retail and leisure destinations.
Yet, the strategic context in which it operated had changed significantly over the period, with technology and societal preferences driving change in shopping and leisure habits.
As part of this adjustment, the centre sought to re-evaluate its brand positioning as a starting point for a series of commercial projects to develop the centre’s tangible and intangible assets.
Approach
INTERVIEW PROGRAMME: Interviews with key internal stakeholders (current and previous) who played an integral part in the development of the assets over time. Interviews with experts in retail and leisure, case studies from other markets leading to a ten-year forward view of how the retail and leisure sectors might develop.
PROPOSITION THINKING: A series of client workshops examining the core components that differentiated the centre, reflecting upon the evolving needs in the local community, consumer and retailer spheres.
BRANDING POSITIONING & AUDIENCE FRAMEWORKS: In close partnership with the senior client team we developed a new positioning logic for the centre. Using this positioning, frameworks for every stakeholder group involved were created – from employees through to investors.
BRAND GUIDELINES: Creation of impactful, informative materials to drive the consistent application of the revised brand.
STRATEGIC INITIATIVE PLANNING: Senior manager workshop to identify and flesh out seven strategic initiatives for the Board to drive through.
MASTER PLANNING: Strategic input into the plan for the long-term development of the asset.
INFORMING BUILDING REFURBISHMENT: Advising on the refurbishment of the on-site management suite in line with the new positioning to help dramatise the ‘new beginning’.
Outcome
A clear long-term strategy enabling the client to attract tenants, delight shoppers and develop asset value
A strategic framework established to drive every aspect of growth, tenant and customer engagement strategy and long-term asset development