Total clarity across the organisation on what winning looks like, an aligned plan and a team on fire to go out and deliver it. Thank you Kinetic.

Chief Marketing Officer / Leading Scottish Beer & Cider Company

Case for Change

Despite a long history of market leadership, the business needed to identify and define the case for change to grow the brand and strengthen the internal climate of collaboration and trust.

Shared Vision

To define and align the brand equity / heritage and reprioritise and investment plan behind key equity / business drivers.

Feasible Plan

We interviewed the business leaders for their view on how marketing was helping the business deliver its objectives; ran a 1.5 day brand review with key internal and external stakeholders; and conducted Kinetic’s Brand Health Check diagnostic tool to quantitatively assess SWOT’s as seen by key stakeholders. To bring this together, we ran a 2-day brand strategy workshop to align the case for change, brand vision and develop priority ‘Where to Play’ and ‘How to Win’ choices.

Capability to Deliver

‘Where to Play’ and ‘How to Win’ choices were agreed and top-line plans worked with quick wins identified. We helped evolve the consumer / customer facing teams to change their way of working to be inclusive and to celebrate success together.

Result

100% said ‘This has helped the clarity and focus of our strategic marketing choices’.
96% said ‘This will help my team to deliver better results’.