Behind the branding and launch of woolworths.co.uk
At an invitation only event we were able to provide our guests with a priceless insight into how one of the nations most-loved and, certainly at the beginning of the year, most talked about brands was re-structured, re-branded and re-launched.
Anita Balchandani, Group Strategy & Business Development Director for the Shop Direct Group, was kind enough to share her experience as head of the project team that has successfully taken Woolworth's from the High Street to internet.
Guests learnt how Shop Direct initially:
- researched and defined Woolworths.co.uk's target audience
- Identified a 'winning proposition' that everyone in the organisation can understand and that appeals to the target audience
- Developed three core brand values that the organisation can stand by
- How all these were the translated into a look and feel
Once all this was divulged we got to see examples of:
- Various teaser campaigns that were rolled out to keep awareness of the brand high before the Website was launched
- The advertising, PR and social media activities around the launch
- As well as hearing what events they ran
The event proved to be a highly valuable experience for all our guests, with Steve Grant of Warner Goodman LLP stating: "The speaker was first class and the content was very thought provoking."