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Thomas Pink

The Potential

The Thomas Pink management team recognised that their brand had reached a crossroads in its development.

International growth and continuing competition had heightened the need to define clearly the brand’s essential point of difference in an increasingly crowded marketplace and to document this succinctly and clearly to help coordinate and drive internal and external communications.

The Outcome

Brandsmiths were appointed to run a one day workshop with the international management team to build new a perspective on the brand. Following the workshop and one interim presentation the following elements were developed; a new brand vision, positioning and essence; value set and positioning for the brand, agreed by the management team.

This Model was then translated into a Brand Book for use with management in the different divisions, to help them understand how each part of the business would need to develop. This has become a critical tool in ensuring consistency in the verbal and visual expression of the brand across all agencies and media.

The Reality

As a result of our work Thomas Pink have made significant changes to their advertising programme and research framework. This has proven to be a successful move with both brand awareness and recall statistics on the rise.

We continue to support the Thomas Pink team in both a research and brand strategy capacity and look forward to continued success over the next year. The next phase of work is to design an internal roll out programme for the brand internationally.

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