The Gym Group: Sometimes you’ve got to start with the weakest muscle

Fitness brand The Gym Group repositioned itself in the UK with the We're with You brand platform, featuring light-hearted TV and online creative work.

Summary

Ah, the big repositioning brief. Every planner's dream.

The one where you find the brand's unique strength and flex it.

But what if instead of a hidden strength, the brand has a massive point of weakness?

Like a name so generic that current members don't know what brand they're using, and employees struggle to explain where they work.

Our generically named client 'The Gym' had recently attempted to fix this problem by adding the word 'Group' to their name and rebranding as 'The Gym Group', but if anything, that made things worse (they now sounded both generic and corporate)....

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