Author: Stuart Smith |
Wickes: The Job for Planning
As a bunch of mincing advertising luvvies who didnt know their artex from their elbows, developing good DIY advertising was never going to be easy. We had to learn the hard way. This paper chronicles how planning contributed in three clear ways to understanding how best to express the Wickes brand.
By understanding what differentiates Wickes and motivates its customers, planning:
- Defined a clear brand personality
- Created a key brand thought
- Provided clear guidelines on how best to communicate this key thought for maximum effect through advertising
DIY retail isnt obvious...