Authors: Maria Harkins and Lisa Howlett |
Scottish Awards 2001
Miller Homes
Building more than just houses
SUMMARY
House builders exist in a crowded, competitive marketplace where generic advertising styles provide similar messages that fail to deliver significant stand out. Miller Homes needed to reposition itself in the absence of a distinctive and compelling consumer proposition. This demanded a branding device that would serve to unify and amplify the Miller Homes offering. We needed to create consolidation and strength through generating a cohesive style of advertising across a number of disparate developments and...