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The Challenge
We were appointed by Lend Lease Homemaker City, a division of
Lend Lease Retail, to develop a brand promise for the Homemaker
City Brand, a recent acquisition. The brand portfolio needed to
define its individual brand promise, whilst acknowledging its
position as an endorsed Lend Lease brand.
The Approach
- Brand promise workshop.
- Pre-workshop research including one-on-one interviews with key
management stakeholders.
- Defined brand issues to be addressed and developed a
framework/outline report for the brand architecture and brand
promise prior to the workshop.
- Full day workshop with senior management.
- Preparation of final brand promise report, with outline
delivery plan.
- Follow-up workshop to finalise and agree recommendations.
- Delivery of hard copy report.
The Outcome/Benefits
- A collaborative process which allowed Homemaker City to define
its brand vision, corporate personality and brand promise.
- Increased understanding of the emergent Homemaker City brand
and its future potential
- Identified the areas for future brand alignment.
- Produced long term project/brand delivery implementation
plan.
“Thanks for a great workshop – the feedback from everyone
involved has been extremely positive and we are looking forward to
working on an implementation plan.” – Jane White, Divisional
Marketing Manager, Lend Lease Retail, February 2004.
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