How do you rejuvenate a brand when the market shifts?
With a brand name rooted in a traditional-looking product, Heritage Bathrooms was in danger of pigeonholing itself in a competitive market. Bristan needed to change customer perceptions of their Heritage brand. Our new position framed the brand in an inspirational and practical way, providing a springboard for a complete overhaul of their sales and marketing activity.
How do you make a stand for positivity when your industry attracts negativity?
Can a private equity firm headquartered outside London be successful? The answer would most likely be a firm ‘No’ twenty years ago. Founded in Manchester in 2005, Palatine proved that the city could be home to a successful private equity business and become a leading centre of PE in Europe.
#Paper 8 | The third part of a position: Personality
Maya Angelou said: “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” While advertising legend Dan Wieden put it in more succinct terms: “Move me dude.” A brand can have defined its space and purpose, but it needs to find a personality that allows it to convey what it stands for in compelling, unforgettable ways. This is the third and final part of how we define a position: personality.
Film & Podcast | George Vestey – Taking a position on family business
The Vestey family has an amazing history. The origins of their business stretch back to the docks of Liverpool in the 1890s. Over multiple generations they built a global empire. We talked to George as part of our Position Project; an ongoing exploration into the power of brand positions and the stories behind them.
