Wincanton
Project title: Developing a proposition for Wincanton that would unite the business
The brief
Wincanton had a strong reputation for delivering logistics in the UK, but increasing consolidation in the market and the demand for pan European services meant they were in danger of making their proposition appear recessive. Wincanton had embarked on a programme of acquisition of logistics businesses across Europe, but this in turn had put a strain on the brand as different parts of the business operated differently, had different views on how best to serve customers and had varying levels of understanding of, and affinity with the Wincanton brand.
In response to this, Brandsmiths was appointed to develop a proposition that would unite the business and would be more motivating to pan European clients. Implicit within this was a set of values that the business would use to steer better business practice across the logistics network.
The solution
Our starting point was to review the existing state of the Wincanton brand and business through a series of senior management interviews, and using the information these yielded we prepared a range of candidate proposition statements for the Wincanton of tomorrow. We then exposed these concepts to current, past and prospective clients to gauge their understanding and reactions and to see what space Wincanton might credibly occupy and how this might affect the nature of the relationship with clients.
The results
Wincanton have embarked on a programme of work within the business to develop ways in which the new proposition can be made evident to staff and customers. The brand model is being used as the basis for a creative brief to drive the revision of the brand’s visual identity.