Creating a unifying brand positioning for Cambridge International Education
The challenge Cambridge University Press & Assessment faced a complex brand challenge following the merger of its publishing and assessment businesses. With…
A need to move beyond price as a signal of customer value
The challenge
While price is a core strength for Primark, broader drivers of value perception were not being leveraged. The business needed a clearer, more holistic value proposition that could be delivered consistently across markets, with functions collaborating more closely behind a shared set of priorities.
What we did
We helped Primark redefine value, bringing quality, sustainability and the shopping experience into a new value proposition. Starting with building deeper understanding of customers, we then worked with teams across Marketing, product and store operations to turn the proposition into practical principles for everyday decision-making.
The outcome
A clearer, more consistent value experience for customers. Primark now has a structured, customer-centric approach to defining and delivering value, aligning price, product, store experience and communications. With Marketing earning the business’s confidence as the driver of the end-to-end customer experience.
What we love
This project brought together teams from across the business to deliver a genuinely end-to-end proposition. Getting hands-on with the product and customer experience made a real difference, and it’s great to see the proposition come to life in stores, translating strategy into reality.
Here's what Primark said about working with us
A very special thank you on behalf of us all at Primark for the valuable strategic insight work, workshopping and planning to support us in landing Primark’s Customer Value Proposition. Your guidance, support, patience and overall work ethic has been a real joy to experience. We couldn’t have done it without you.
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Ready to build
measurable confidence
in Marketing?
If you’re looking to create strategic clarity, increase in-house expertise or build momentum through more effective ways of working, we’d love to hear from you.
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