Retail is a world of numbers. If you have bricks and mortar, plus a very busy online store you’ll be bombarded with data. A/B testing will tell you one thing; actual sales another.
Customers don’t give a monkeys about any of that though. Marketing just needs to give them lots of reasons to remember your brand – to build the right associations and memory structures. A strong personality and considered visual brand consistency will do a pretty good job of that.
So we added a big dollop of Style, Hope and Glory to Outdoor & Country, and carefully created appropriate graphic design and art direction to complement the new tone of voice.
Sometimes outsider thinking isn’t about being different for the sake of it – but simply doing the basic things very well.