What we can do
In challenging economic times it’s vital to stand out from the crowd. Even the UK’s largest manufacturer and supplier of furniture Willis and Gambier (W&G) can’t just rely on its reputation and past glories to drive sales, it needs to consistently communicate with its consumers in a relevant and engaging way.
IWP took the time to work with the leadership team to understand the brand and what the business wanted to stand for in the market place. The IWP team were engaged to transform the brand communication, drive both the consumer and trade PR and put the name of W&G back on the map.
Competition for attention in the furniture industry is rife and the challenges numerous. W&G faced the dual problems of not being front of mind with the trade press, and needing to develop a relationship and knowledge of the consumer press. It was also crucial to overcome the reputational damage inflicted on the Willis and Gambier name from the poor financial management of the business by a previous management team. All of these factors meant the IWP team needed to deliver results to tight timescales and ensure the brand was portrayed and communicated in the way it deserved.
Unlike a traditional PR company, IWP’s team have a wealth of experience in Brand Communications, and have the knowledge to transform a business’s identity to ensure their brand personality is presented in a clear and accessible format. Willis & Gambier already had the good reputation focused on honesty, creativity and value; they just needed a hand to convey it.
After conducting a brand review workshop and agreeing upon a marketing strategy IWP set about ramping up the profile and shouting about this fantastic brand. After a 9 month assignment for Willis & Gambier the IWP team delivered outstanding results.