Repositioning a much loved heritage brand for future success
HARNESSING HERITAGE WHILST EMBRACING THE FUTURE
The FTSE 250 listed brewery, pub and hotel operator originally rebranded as Marston’s PLC in 2005, following its successful merger with Wolverhampton and Dudley breweries. As Marston’s has grown and as time has moved on the brand identity, positioning and architecture has become dated, its usage inconsistent and its ability to represent a future–facing hospitality and brewing brand called into question.
DEVELOPING A MEANINGFUL BRAND ARCHITECTURE
Our challenge was to address the inconsistency of brand application that had come to exist within the business and create a new, simplified identity with supporting brand messaging that is true of all of its diverse divisions and sympathetic to the company’s rich heritage, whilst positioning it for future success.
Success lay in total immersion into the complexities and need states of the many parts of the business, working hand-in-hand with a cross-section of senior stakeholders to really understand the richness of Marston’s DNA, as well as the organisation’s beliefs, purpose and values.
ENSURING RELEVANCE ACROSS ALL BUSINESS DIVISIONS
The new simplified Marston’s PLC brand went live in January 2020 with clear overarching messaging that unifies the business, but seamlessly breaks down with a clear red thread to allow divisional relevance as appropriate.
Whilst the project is still ongoing the extensive scope has so far covered brand strategy, brand design, photography, videography, web, social media, internal communications, employee value propositions and careers support to name a few.