Grow the Core: How to Focus on your Core Business for Brand Success by David Taylor

Author:David Taylor [Taylor, David]
Language: eng
Format: mobi
Publisher: Wiley
Published: 2013-01-06T14:00:00+00:00

Figure 7.4 Identity for shelf stand-out. Reproduced by permission of Bigham's Ltd.

Suggesting a benefit – Waitrose Essentials

Beyond just helping the brand stand out, brand identity can help better cue the benefit of a brand. As discussed earlier, this is not about spelling out the benefits in detail, but rather using brand properties as a key to opening the door to the brand's meaning. A good example of this is the re-launch of Waitrose's own-label range (2). This UK retailer has a niche position in the market, focusing on top quality food associated with higher prices. This reputation helped the brand grow nicely for many years, but became a potential hindrance as recession hit in 2008. Indeed, by the end of the year the brand was starting to suffer from a drop in penetration, as shoppers were ‘leaking out of the bucket’ faster than new ones were being added in. Consumers saw the brand as being a full 25% more expensive than the competition, even though the own-label offer was actually the same price on many everyday own-label items. Part of the problem was that the own-label range had a fragmented brand identity, with a confusing collection of different looking sub-ranges.

The solution was to create a new identity to unify 1200 of Waitrose's everyday staple items, such as bread, cheese and milk (Figure 7.5). This range was cleverly named ‘Waitrose Essentials’. By avoiding terms like ‘Basic’ or ‘Value’, this avoided tarnishing the brand's quality credentials. The range was launched using communication with the idea ‘Quality you'd expect at prices you wouldn't’. The new identity helped increase sales of the lines re-launched by +7.5%, worth £34 million a year in revenue and c. £11 million in profit, double the cost of the re-launch.

Figure 7.5 Identity to cue a benefit.

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