As the lead strategic partner for a number of B2B business, we’re in a position to drive purpose led brand transformations and go on to develop category specific end to end sustainability strategies. In these ‘root and branch’ strategic refresh scenarios there is a huge opportunity to set up a virtuous flywheel cycle – elevating the brand ambition and driving energy for practical implementation. This typically happens across three areas:

Initially we define a compelling new master brand which brings together a diverse and disparate group under one purpose led identity 

As is common place with multi-national corporates we begin with auditing a complex organisation with many business units and thousands of products.  Within this wide range of offerings there may be a myriad of brands and product identities.The aim here is one brand proposition which can unite the whole organisation under a single purpose. Once the brand is defined then we’re develop a series of brand acts and service layers which demonstrate our proposition and support in tangible ways.

Next, we benchmark the group’s performance against peers and set a strategic direction for purpose and sustainability       

As part of the brand purpose strategy development, we hold a mirror up to the leadership by benchmarking the business against the competitive set.  This is carried out by analysing the data presented in annual reports and via disclosure platforms.  We track market and regulatory trends to enable the leadership to prepare for the likely futures that will impact the business. This will inform the overarching corporate ESG strategy.

Finally, go deep into one business unit to develop a sustainability strategy, roadmap and external articulation

With the group focussing on data and disclosures, one progressive business unit wanted to build sustainability into their proposition and brand, driving differentiation in the market and staying ahead of shifting customer demands. We conduct a full value chain analysis to identify key sustainability issues and map these against group materiality and customer interests to identify the most compelling focus areas. Working collaboratively with a cross-functional team from manufacturing through to marketing, we co-create a vision, objectives and roadmap, and bring the strategy to life through product innovations, operational change and customer-facing communications.

We can’t wait to share all the details of this exciting work when it launches. These pages will be updated with case studies of the work. Get in touch with us if you’d like to know more now.