Evolving the Master Brand
Land Rover needed to develop a framework for activating the Masterbrand globally; to focus efforts, to aid prioritisation, and to ensure the Masterbrand was at the heart of business decisions.
We recommended the most suitable brand planning process for their business.
Developed the content for the Global plan with key stakeholders via a series of workshops.
A local roll-out commenced once 2 plans were completed, leading to the completion of 11 plans in total.
An important element of the process was to identify 3-4 strategic brand issues standing in the way of building a successful Masterbrand.
The plans each have targets & measures to track success, and will now be reviewed and evolved annually.
A new planning process initiated, a clear global view of challenges facing the markets and 11 brand plans crafted which address the identified brand challenges.
The work was an important step in embedding the Masterbrand in the business, and using it to inspire & focus action through engaging the markets once again
The launch of a brand planning process enables the business to focus its efforts on fewer, bigger, better strategic initiatives, and provides a tool for filtering, prioritising and measuring.
Brand health scores have improved across every measure globally for the brand.
The brand made it into the top 50 UK Superbrands in 2014 for the first time.