1. NEWSLETTER ISSUE NO 2
AUTUMN 2009
The Luxury Consultancy Newsletter
The Essential Guide to Brand Strategy
Brand values are often one of the these initiatives are 68% more
first (albeit inadvertent) casualties of engaged.
cuts in spending and pressure on
time and resources. The Luxury Bring your brand strategy to life by
Consultancy asked branding working with your staff to
consultant Alex Legge to get back understand how they can
Mungo and Maud to basics. contribute. Employees can be widely
dispersed with different cultural
CLIENT NEWS Capture your unique story backgrounds and have varying levels
Your unique brand truth is precious, of enthusiasm. Appoint a senior
but it shouldn’t be kept under wraps. brand sponsor and build a unified
Identifying who you are (vision and communication platform to aid
MUNGO & MAUD shared purpose), what you believe in understanding and brand belief.
The Luxury Consultancy has (values) and how you do business
been working with dog and cat (direction and strategic Joined up thinking
outfitters Mungo and Maud to expectations) will give you the core Create a close link between
develop an international franchise of a brand strategy. marketing (driving the brand), HR
(driving the culture) and operations
agreement and franchise manual.
Communicate your message (providing the infrastructure).
www.mungoandmaud.co.uk Create an engaging visual and verbal Engagement translates directly to
shorthand that encapsulates your increased operating margin.
brand truth. The visual and verbal Delegate responsibility to avoid
LAITHWAITES identity should be captured in one draconian central management.
Laithwaites, the UK’s biggest ‘brand guidelines’ document and
independent wine merchant, is remember that the more disparate And finally…
your audience, the stronger the Compare pre and post research to
using The Luxury Consultancy to
visual brand communication identify discrepancies between what
help explore new opportunities you want to communicate and what
required. Use these guidelines to
for its growing retail business. is being understood. Review
translate key business principles into
www.laithwaites.co.uk actions and behaviours and identify customer/staff experiences rather
your brand’s “sacred cows”. than just prioritising the aesthetics.
Craft accordingly.
SOANE BRITAIN Undertake research
Soane Britain will be launching a Ask your employees and external
new range of furniture and audiences (e.g. clients, suppliers) to
define what makes you the natural
lighting for bathrooms and choice and be opened minded about
dressing rooms at Decorex from what they tell you. The Legge Consultancy helps clients
27th - 30th September. examine their brand, diagnose brand
Engage your staff problems, formulate and execute a plan of
www.soane.co.uk
Statistics show that employees who action which will help them market
themselves effectively over the longer term.
know their company initiatives are Contact Alex Legge:
38% more engaged and those who 07961 101104 (m) or email:
Lucy Whitfield understand how they can achieve alex.legge@theleggeconsultancy.co.uk
The Luxury Consultancy Ltd
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T: 020 7118 0245
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