This global interiors brand had a great product but very low consumer awareness. Sales had become stagnant and the complex brand landscape was creating inefficiencies in marketing spend.
The VS Strategy Solution
We ran a rich brand strategy programme encompassing leadership values, rich consumer insights, re-seller consultation and internal engagement. We redesigned the brand landscape, taking it from 7 sub brands to a single masterbrand, delivering significant cost efficiencies and enhanced visibility. At the same time we updated the brand and repositioned it to own a really unique spot in the marketplace, bringing all communications into a unified, appealing visual style. The reaction from our consumers and our retailers was overwhelmingly positive and UK sales went from stagnant to double digit growth over the two years of the programme.