Creating a compelling customer value proposition for Primark
The challenge While price is a core strength for Primark, broader drivers of value perception were not being leveraged. The business needed…
A need for a clear positioning following a merging of brands
The challenge
Cambridge University Press & Assessment faced a complex brand challenge following the merger of its publishing and assessment businesses. With multiple Cambridge offers in market, the organisation needed a clearer brand strategy that everyone could get behind, and a simpler brand landscape for customers.
What we did
We defined a clear purpose, vision and positioning for Cambridge International Education, centred around its impact on learners and supported by a simplified, customer-led brand architecture. We designed the rollout plan and created future-facing brand drivers to guide product development, thought leadership and communications.
The outcome
A united organisation with a distinctive, motivating brand positioning. The brand is easier for customers and colleagues to navigate and more consistent across touchpoints, while greater cross-functional collaboration has raised the profile and value of brand internally.
Here's what Cambridge International Education said about working with us
I am so impressed with the team at Blue Feathers. It is rare to work with an agency who listen so carefully to capture the sector and organisational context, and who help us to focus on the things that matter. The team have that perfect dual focus of getting the strategy right but also making swift progress thanks to their pragmatic, action-oriented approach.
Helping Tesco create a distinctive point of view on food
The challenge Tesco wanted to sharpen its point of view on food as part of its wider growth ambitions. The team wanted…
Helping Tesco teams develop essential marketing skills
The challenge Tesco needed to build confidence and consistency in business-critical marketing skills in the UK and Central Europe, from developing strong…
Creating a structured campaign planning process for Simplyhealth
The challenge The Simplyhealth Marketing team wanted a more efficient end-to-end campaign planning process that would strengthen how marketing strategy translated into…
Modernising Michelin’s core marketing training programme
The challenge Michelin was looking to update its main marketing training programme content to reflect new marketing and business processes. The team…
Building a consistent approach to developing Tesco’s Own Brand offer
The challenge In a fast pace and highly competitive market, creating distinctive, customer-focused propositions consistently across categories is essential. Tesco wanted a…
Building the skills and confidence of Aviva’s Marketing team
The challenge Following a restructure, the leaders of the new team needed to: Identify key skills for success Create personalised development plans…
Helping Expedia refine and align key marketing processes
The challenge Following organisational changes within its Marketing function, Expedia recognised that its marketing processes – particularly media and campaign planning –…
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