In-depth customer research provided key insights and the ability to analyse, bring to life and prioritise key audience segments. It also provided crucial information on shopping behaviours, motivations, drivers and brand perceptions. All of this formed a solid foundation for our new brand framework and allowed us to identify how we could engage with each of our audiences in a way that would resonate and clearly position Arnotts in their minds.
The next stage was to build on that framework and develop our communications platform – starting with the articulation of a distinct tone of voice and visual world. From that we developed a contemporary, ownable new brand world and creative toolkit for Arnotts that gave them a distinct voice, a consistent look and feel and set them apart from the competition. This was then brought to life in all brand communications – from instore POS and events, to internal communications and ATL campaigns.
> Brand positioning and strategy
> Target audience insights
> Tone of voice development
> Creative territories and propositions
> Brand development
> Brand guidelines
> ATL campaigns – print, digital and radio
> BTL campaigns – instore POS, event collateral