The Challenge

The Portmeirion Group is the home of Portmeirion, Spode and Royal Worcester and is a market leader in high quality and innovatively designed tableware, cookware, giftware and tabletop accessories.

Having a strong brand in homewares means that their brands need to be clearly defined , branded and marketed in a way that does not confuse the trade, the agents and indeed consumers.

For over 5 years we have been working with the brand teams creating bespoke campaigns for ranges within the Portmeirion portfolio. Then in 2015 it was agreed that over the years and with expansion The Portmeirion Group of brands had become confused and that clear definition between brands and ranges had been ‘muddied'.

The Approach

As challenges go this was not only big but also complex, and so we agreed to take the key team members from sales to designers for Spode, Royal Worcester and Portmeirion out of their comfort zone and office environment, to fully immerse themselves into re-defining the brands.

Our Brandschool® process was tailored to cover a 2 day workshop and was focused on a combination of clearly developing and preserving the equity that each brand had, along with some 'blue sky thinking' on how to evolve the brands to be right for the future emerging markets both here in the UK and overseas.

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Ian Davies, Sales Director

"I just wanted to add my thanks for a very stimulating couple of days. There is a huge benefit for the business to be gained if we can get this right and our couple of days together as a team with your guidance and ideas has put us on the right road."

Sara Pimbley, Marketing Manager

"Such a brilliant opportunity to define the brands and get everyone on board! Just what we needed."

 

Julian Teed, Creative Design Director

"I wanted to say THANK you for a really fantastic experience with our Brandschool®. You gave us all a VERY thought provoking 2 days which you delivered with impeccable professionalism and bags of fun. Thank you."

The Result

Three very clear brand plans, with each plan defining the audiences. We created brand stories to fit the audiences, developed the tone of voice and promise each brand needs to make to the trade and consumer and a ‘look' that should be developed to portray the brand.

The feedback was amazing, not only did it bring the team together; it also got everyone to think carefully and have the confidence to sell, create and develop the brands.

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Brand Plans

Portmeirion Brand Book

Using our insight from the Brandschool® and knowledge of Portmeirion we developed Employee Engagement initiatives to be implemented across the whole of The Portmeirion Group. This started with the introduction of brand book to be used to help celebrate the heritage, define the culture and work hard to ensure that the values are reflected across the whole group consistently. This work in turn will retain current employees, reinforce the amazing benefits that the Group provide and attract talent to the business as they continue to expand.

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Sketching Sketching
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BrandSchool
Cups Printing
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