Case Studies

A fresh perspective to confirm the PATH   

A travel company case study

Thai travel company PATH DMC needed to take the next step in its development. The company already had a regular business offering bespoke, original and sustainable trips to travel companies like STA Travel. But owner Dan Moore needed to revisit the brand and marketing planning to take the next step forward.

"We wanted to take a look at our offer and our customer to make sure they were aligned. We were at the stage where business was healthy, but we wanted to make informed decisions for the future.

The company had grown organically and this was the time to take a step back and check that the business and what it stood for was strong and tailored to the customer.

Brand Copy Lab worked with Dan and the team to reassess the company values, by reviewing existing communications and providing new perspectives.

"Waynne came out to Bangkok and presented his preliminary work and then led a brainstorm with us. It allowed us to look at our business in new ways. We really enjoyed the session, which uncovered bright new ideas and ways of thinking", says Dan.

Armed with the insights gleaned from the brainstorming session, Brand Copy Lab created a full set of marketing assets, including marketing strategy, customer persona and brand positioning document.

With these new tools , PATH DMC could further develop its marketing and communications plan, including social media planning and content marketing. The team could push forward with confidence that the decisions they were making were true to their company values and right for their customers.

Do you need a new perspective on your brand or marketing messaging? Why not contact me to see if I can help you?

The springboard to better brand copy

An FMCG Case Study

Navigation giant TomTom was experiencing difficulties with getting its brand messages across through all communications. There was a robust brand in place, but some of the communications in the marketing mix were misaligned and sometimes lower in quality.

Enter the Copy Control Report - an 'audit' of all the marketing and technical copy to figure out where the copy was coming from. I looked at who was briefing it, who was writing it and who was responsible for it. The various communication owners also indicated if they were happy with the copy.

Once all the results were in, they told a very interesting - and chaotic - story. There was a direct correlation between the processes and the results. The more complicated processes (with more people involved) generally led to a 'poorer' quality of communication. The areas that had clear processes and tools in place had a much better level of copy, much closer to the Brand Guidelines. It also became clear that in some areas copy was written locally, and at the last minute because of short deadlines. Sometimes the approval processes were convoluted and actually adding to the deterioration of the copy.

The report provided a springboard from which change could be implemented. It opened the eyes of various stakeholders and put into writing the situation as it stood. This meant that the team could make process changes and develop and clarify tools to really deliver communications that the brand, and its customers, deserved. Once these changes were implemented, they brought a general raise of copy quality across the board. Also, because copy could be repurposed, consistency went up, itself having a positive impact on translation for other TomTom markets. All of these benefits were underpinned by a resultant drop in writing and translation costs.

And we also managed to save quite a lot of people a considerable amount of time, and headaches, in the process!

Do you have a messaging structure that leads to misaligned communications? Are you confident that your brand message is getting through your marketing mix? Why not contact me to see if I can help you?