Living the brand outside in
Powwownow is a classic challenger brand and as such it has always strived to be different. However after a less than successful ATL campaign it was decided that they needed to look at the brand afresh in order to get back on track.
Consultations with Senior Leadership through to Customer Service personnel provided invaluable insights about the true nature of the business and what individuals on the inside thought of it. These truths formed the basis for re-evaluating the organisations wider offer, who their competition is and where they can win.
Ultimately this work resulted in the development and creation of a new Brand Book. We were very keen that it didn’t slavishly follow the conventions of such pieces which are typically destined to gather dust on bookshelves, rather that the book itself captured the personality and spirit of the brand in a more compelling manner.