Building a Challenger Brand

The Marketing Transformation Challenge:

To guide a new start-up venture, a property development company, to become a new challenger brand that defies industry norms, and is born ‘digital, social, and mobile’ to serve today and tomorrow’s consumer.

The Marketing Transformation Solution:

• Developed the proposition and ‘the brief’, and external agency/supplier ecosystem.
• Conducted agency screening, shortlisting, managed the pitches, and advised on best solutions to optimise supplier selection.
• Selection criteria for the agencies and score cards.
• On-going outsourced CEO marketing mentoring to aid with pre-sales launch strategy and overseeing of agency relationships.

The Outputs and Benefits:

• Launch of new property development brand, Anthology.
• Estimated potential saving per new site/project launch in the area of £50,000, thanks to a highly effective brand strategy and structure that builds on the corporate brand each time a development brand is shown. Estimated site launches per year of 3-4.
• Initial brand agency fee reduced by tailoring the deliverables to the company needs, and by phasing the requirements. Found efficiency for design/brand of 68%, and for photography/video of 30%.
• Finding CGI studio, PR & Media Agencies and development of an Integrated Marketing Process continues.