After our previous successes with Build Center, Wolseley was keen for us to bring together their wider family of building supply brands under one roof - starting with their own brand.
Fully surveying the Wolseley brand meant working closely with the board, gaining a valuable insight from the top before we drilled down into its relationship with the various sub-brands.
We used this wider perspective to develop a strong creative strategy for each of the brands. Beginning with a brand audit, we got an idea of what aspects we could take forward to strengthen the current brands - both in communicating with customers and their top clients.
We then dug deep into the brand psychology to see what aspects staff could get behind. From this, we developed a communication platform with positioning strategies that fully encapsulated their customer promise.
We then rolled out these platforms across branches, including POS, launch campaigns and road shows to retrain staff and ensure they could deliver these all-new brand promises.
Whatever it takes means...
Getting the strategy right at board level meant the project was fast tracked for roll-out across all branches. Wolseley then saw a significant increase in footfall as a result of the supporting press and radio campaign.
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