Carol Welch, Marketing & R&D Director, Jordans Cereals
Challenge:
- Joins Jordans in Feb 08 as Marketing Director. Sales and share under pressure.
- Needs a re-launch positioning and mix. Fast
What we achieved together:
- Simpler, more inspiring brand positioning and architecture
- 2 year roadmap of ‘brand chapters’ to tell the new story
- Re-launch mix: communication, design, renovation ideas
- Aligned, engaged, focused brand/agency team
The result:
- New mix performed well in consumer testing
- Positive trade feedback
- Re-launch starts Autumn 2008
Carol says:
"We were under pressure to deliver results fast when we hired the brandgym. Their "hothouse" process took us and our agencies from a standing start to a sharper positioning, simplified architecture and revamped marketing mix in just 12 weeks."
