“A business that makes nothing but money is a poor business” Henry Ford
At the heart of every successful brand is a higher purpose – the reason that your brand exists is to make a positive difference in the lives of people and the world they live in. This is what separates the most distinctive, most loved and fastest growing brands in the world from the rest.
People want to work for, and support brands and businesses that care about the same things that they do. Being relevant tomorrow is about defining, embedding and communicating your purpose today.
We help develop and embed purposeful brand positioning that engages employees, customers and consumers, and sparks a crusade that drives sustainable business growth locally and globally.
As one of NZ’s oldest and most recognised coffee brands, Robert Harris was in danger of being left behind by fierce competition from other large mainstream brands and also the new, cool artisan brands launching. Analysis with internal stakeholders at Cerebos Greggs highlighted the belief in the potential value of the brand. And so a new, futureproof direction was developed for the cafés which would also lead to growth for the fresh coffee category overall.
A unified belief and clear understanding of the brand purpose allowed key stakeholders and brand partners to work as a team to reframe all the touchpoints with the Robert Harris brand. Coffee lovers in NZ can be reassured that this well regarded staple of the high street and supermarkets is in good hands for a sustainable future.
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