Ladbrokes is a high street stalwart. In a changing world with new, online-only competition putting them under competitive pressure, they needed a unifying brand idea that brought together comms platform, their heritage and an understanding of their customers.
To unify, first you have to engage stakeholders and find the common points of agreement. Within a week we had interviewed the CEO and senior board members. We met high value customers at VIP events and common bettors and customer facing employees at betting shops. This provided clear direction, from which we defined the core, unifying brand thought.
The unifying brand thought now sits at the heart of the brand. It will define briefs for 2016 comms plans, influence recruitment policy and drive internal culture.