Brand Challenge

Grafton GB had gone through a significant period of acquisition culminating in a stable of over 50 brands, many with regional bias. With a growing focus on digital and requiring greater return on marketing investment the Grafton executive team set out on what they described as “a journey of discovery.”

Transformation

Our role was to:

• Lead a customer-centric review of Grafton GB

• Collaborate with the Grafton executive team and Grafton plc CEO

• Manage and procure six-figure research and segmentation project

• Develop the new brand architecture including recommendations for new brands

• Communicate the strategic plan across the entire business - the HR executive was part of our team

• Develop the strategic design direction of Grafton GB brands - consumer and trade

Outcomes

The 18-month process resulted in:

• New business strategy

• Consolidated brand architecture

• Brand strategy for 15 core brands - client brand model

• 10 audience segments

• Brand Identity and guidelines for master brands

• Naming & creation of new b2c brand and launch across retail & digital channels

• Naming & creation of 3000 SKU own-label range