When your client is one of the top five players in an industry that’s hyper-focused on product, there’s a perfect opportunity to do something new: big up the brand.
With 15 operational divisions across the UK, Redrow is one of Britain’s largest housebuilders. The brand’s reputation is solidly founded on homes that combine the best of traditional construction methods with modern, environmentally friendly techniques.
Historically, Redrow focused its communications on the quality of its product portfolio instead of the purpose of its brand, which is purely and simply to provide people with a better way to live. Like most housebuilders, it focused on short-term tactical marketing – chasing that last-click conversion – and hadn’t laid any strong, long-term foundations for brand equity. Tactically led communications only produced short-lived, temporary sales uplifts.