“The corporate brand review allowed McPherson’s to define (re-define) itself for the future…. the review process has enabled me to communicate a fresh vision and mission to internal and external stakeholders, as well as embark on a process of cultural improvement across the organisation…”
To bring clarity and alignment to the brand strategy and vision for the entire business across a broad portfolio of brands.
Extensive research and review of all historic business and brand plans informed a comprehensive consultation phase including workshops, interviews and strategy planning sessions with the Board, shareholders, senior management, key retail customers and staff. Collectively this intensive information gathering defined seven strategies for the corporate parent brand and six lead consumer brands.
Created
• Brand Strategy – corporate parent brand
• Brand Strategies – six flagship consumer brands: Manicare, Lady Jayne, Swisspers, Wiltshire, Stanley Rogers, Multix
• Tagline
CRAFTED
• Brand Logo and Visual Identity
• Website
• Livery
“The corporate brand review allowed McPherson’s to define (re-define) itself for the future. As Managing Director, the review process has enabled me to communicate a fresh vision and mission to internal and external stakeholders, as well as embark on a process of cultural improvement across the organisation through increased communication. The corporate brand strategy has provided the Company with a platform for both change and growth.
The Brandswell team was great to work with and managed to explore the issues within the business without causing any disruption.
As an outsider to the business, Brandswell was able to solicit ‘unsanitised’ feedback from all internal and external stakeholder groups, such as customers, employees and shareholders.”
