Molton Brown: Clarifying the global future for this quintessentially British brand
With over 40 years heritage in the luxury bath and body market, Molton Brown holds a prominent position on UK High Streets and in global travel retail, with extensive plans for growth. Such ambitious plans were not matched with clarity, alignment or clear understanding of their brand strategy so we were asked to define the brand to help bind their business together.
We undertook a root and branch analysis of the business, blending data analytics, stakeholder interaction, archive analysis and semiotics to develop a typology framework and positioning territories to inform the brand essence. Our interpretation of the brand essence was stress tested and analysed using qualitative methods; a blend of creative interrogation using our eQLive platform, and discussion to refine how it should be expressed.
The typologies were integrated into the business to inform product development, tone of voice and targeting strategies. The new brand essence was rolled out across the business to inform all organisational disciplines from HR and supply chain to marcomms.
In line with our belief that the creative platform and the brand essence should be one and the same, the campaigns we produced for the ‘Pink Pepperpod & Black Peppercorn’ product range (‘It’s Time To Bare All’) and the ‘Orange & Bergamot’ range (‘The Spirit of Seville’) have been heralded as the most successful yet. Using brand to inform all their organisational activities was a new approach for Molton Brown, but one which is paying dividends.