Challenge
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.
Approach
We recommended the most suitable brand planning process for their business. We developed the content for the global plan with key stakeholders via a series of workshops, and once two plans were completed we helped with local roll-out. 11 plans were completed in total. The plans each have targets and measures to track success, and will now be reviewed and evolved annually.
An important element of the process was to identify 3-4 strategic brand issues standing in the way of building a successful masterbrand, which we did.
Insight
A new planning process was initiated, and we provided a clear global view of challenges facing the markets. 11 brand plans were crafted which addressed the identified brand challenges.
Impact
The work was an important step in embedding the masterbrand in the business, and using it to inspire and focus action through engaging the markets once again. The launch of a brand planning process enabled 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.