SSE.
001
Introduction
Client
SSE.
Industry
Utilities
Marketing Discipline
Brand Positioning
Pimento helps SSE make the business case for investing in its brand.
SSE was an unusual FTSE 100 business: despite investing significantly less in its brand than its competitors for many years, the company had continued to thrive. Pimento was appointed by SSE to develop an evidence-based business case that could demonstrate the value of brand investment and secure support at board level.
001
Introduction
Client
SSE.
Industry
Utilities
Marketing Discipline
Brand Positioning
Pimento helps SSE make the business case for investing in its brand.
SSE was an unusual FTSE 100 business: despite investing significantly less in its brand than its competitors for many years, the company had continued to thrive. Pimento was appointed by SSE to develop an evidence-based business case that could demonstrate the value of brand investment and secure support at board level.
002
Challenges
How do you make the case for brand investment in a business that has succeeded without it?
Having historically invested relatively little in its brand, marketing and brand were treated with some suspicion within SSE.
Pimento needed to demonstrate whether greater investment was commercially justified, understand the latent potential within the SSE brand and establish what level of investment would be required to increase awareness and consideration sufficiently to reverse the company’s net decline.
002
Challenges
How do you make the case for brand investment in a business that has succeeded without it?
Having historically invested relatively little in its brand, marketing and brand were treated with some suspicion within SSE.
Pimento needed to demonstrate whether greater investment was commercially justified, understand the latent potential within the SSE brand and establish what level of investment would be required to increase awareness and consideration sufficiently to reverse the company’s net decline.
003
Approach
Using research and econometric analysis to prove the case for brand creation.
Pimento undertook the largest piece of independent research ever carried out by SSE to identify the latent potential within the brand.
This was supported by an econometric study examining the level of investment required to raise awareness and consideration. Together, the research and analysis led to a clear conclusion: brand creation was needed.
The findings formed the basis of a series of board-level conversations about the future of the SSE brand and the role of marketing within the business.
003
Approach
Using research and econometric analysis to prove the case for brand creation.
Pimento undertook the largest piece of independent research ever carried out by SSE to identify the latent potential within the brand.
This was supported by an econometric study examining the level of investment required to raise awareness and consideration. Together, the research and analysis led to a clear conclusion: brand creation was needed.
The findings formed the basis of a series of board-level conversations about the future of the SSE brand and the role of marketing within the business.
004
Results
Board approval for a three-year investment in brand and communications.
Following a series of board meetings, SSE gave the green light to a three-year investment in brand and communications, marking the beginning of a new approach to brand and marketing within the business.
The work led to a radical overhaul of the SSE brand and helped change the way the organisation thought about marketing after seventy years in business.
004
Results
Board approval for a three-year investment in brand and communications.
Following a series of board meetings, SSE gave the green light to a three-year investment in brand and communications, marking the beginning of a new approach to brand and marketing within the business.
The work led to a radical overhaul of the SSE brand and helped change the way the organisation thought about marketing after seventy years in business.
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Get in /touch/.
Reach out to our team to learn more about how we could help your brand or agency today.
We have agencies in
Bath, Birmingham, Brighton, Bournemouth, Bristol, Cambridge, Cardiff, Chesterfield, Coventry, Edinburgh, Glasgow, Huddersfield, Leeds, Leicester, Lincoln, London, Manchester, Milton Keynes, Newcastle-upon-Tyne, Northampton, Norwich, Nottingham, Oxford, Peterborough, Preston, Sheffield, Shrewsbury, Southampton, Swindon, Warwick and other UK locations.
Contact
Get in /touch/.
Reach out to our team to learn more about how we could help your brand or agency today.
We have agencies in
Bath, Birmingham, Brighton, Bournemouth, Bristol, Cambridge, Cardiff, Chesterfield, Coventry, Edinburgh, Glasgow, Huddersfield, Leeds, Leicester, Lincoln, London, Manchester, Milton Keynes, Newcastle-upon-Tyne, Northampton, Norwich, Nottingham, Oxford, Peterborough, Preston, Sheffield, Shrewsbury, Southampton, Swindon, Warwick and other UK locations.
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