Corporate Brand Development
Client: High-End Appliance Manufacturer
Challenge
The UK CEO of a German-based manufacturer of high-end domestic appliances, needed a refinement of the company’s UK proposition as an ‘organising intelligence’ for a strategic plan to grow the business profitability over the next five years.
Once the proposition was agreed with the Executive Board, the next challenge was to drive brand and strategy execution through every aspect of the business.
Approach
SITUATION ASSESSMENT: Senior interview programme, supported by desk research and a review of the company’s previous customer research, to examine the company’s history, strengths, weaknesses and consumer need driven opportunities.
CONSUMER FOCUS GROUPS: A series of focus groups with a mix of existing customers, those who had considered a purchase and customers of competitor brands. The groups used projective techniques to explore the needs and motivations of the different consumer groups and understand the way in which they behave, shop and perceive brands.
SENIOR MANAGEMENT WORKSHOP: A strategy workshop with the senior team, developing hypotheses and brand proposition drivers to create a new positioning logic and brand frameworks for every stakeholder group (e.g. customer segments, employees).
CREATION OF LAUNCH MATERIALS: Development of new brand guidelines and other collateral for introducing the revised brand proposition.
BRAND AMBASSADOR PROGRAMME: We recommended, developed and launched a programme to recruit, train and manage a team of consumer brand ambassadors, to spread the brand message nationwide. We ran workshops with loyal customers to test and refine the concept.
SERVICE DELIVERY MODEL: We accompanied service delivery team members on a number of customer home visits and afterwards developed ideas for improving the service delivery model, driving up customer satisfaction scores significantly.
Outcome
New proposition strategy launched successfully as the cornerstone of a long-term growth strategy for the UK business, supported by a continuous roll-out of implementation programmes to ensure its continued success.
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“We worked closely with forward thinking inc to develop our brand proposition for the UK. The result is a clear proposition that has been successfully implemented throughout the business. They brought to the project a thorough approach, excellent strategic and creative thinking skills and a great result!”
UK CEO