ink project

Long-term brand planning

Ink were approached to review a well known entertainment brand that had reached the end of it's lifespan. Longtime consumer loyalty was no longer carrying its weight against misconceptions and the polarising perceptions of potential consumers and advertisers. Another challenge was the many different directions the brand could now take. Clarity, consensus and creative solutions were required.

Ink conducted brand research, an information audit, a comparative global brand audit, stakeholder interviews, positioning and naming workshops.

Rich outcomes and recommendations revealed that the brand content and platform were incredibly strong, just much broader than the current brand name and creative execution allowed for. Ink reinvigorated the brand platform and identified the opportunity for portfolio extension. After exploration of brand architecture scenarios, an optimum brand architecture for long term business growth was identified. Naming and secondary language recommendations were based on the new, long-term brand architecture planning - an unexpected outcome that brought consensus among the brand's many invested stakeholders.

Watch this space...