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Sheridan

Business Problem

The Sheridan brand is a much loved Australian brand and a trust mark of quality. The Sheridan business was purchased by Pacific Brands in mid 2005 after a period of instability and variable business performance.

Key issues centred on a lack of appreciation of the needs of the modern consumer, the imperative to turn the business around financially, and the recognition that one of the keys to transformation was harnessing the power and potency of the Sheridan brand and culture. Further, there was a risk that Sheridan’s range brands were getting more attention than the master brand due to a lack of clarity around what Sheridan needed to stand for.

Approach

Brand Council worked with the Sheridan management team to design a program of work that would result in a deep understanding of the consumer and category, define the brand ambition and the pathway by forging a connection between the Sheridan culture and the brand externally based on a binding and aspirational philosophy.

The work program included the design and co-ordination of a four phase qualitative and quantitative research program with consumers, retailers, staff and influencers. This included a series of depth interviews with Sheridan staff and management to understand their perceptions and experiences of the business and brand and where they felt ambition should lie.

We then held a workshop with 35 Sheridan staff to develop the Inspiring Identity for the organisation. The Unique Organisation Proposition was confirmed to be Inspire the Senses. We then gathered a smaller group to develop the Sheridan brand blueprint to 2010 – including a clear picture of the strategic target market, the brand promise, personality and supporting proof points. The Sheridan brand manifesto was then written encapsulating the philosophy and spirit of the brand, and how it was going to meet its future.

With the strategic foundations largely defined, Brand Council then briefed Sheridan’s advertising agency to develop the brand idea and bring the blueprint to life creatively.

At the same time, the brand architecture strategy was developed addressing the imbalance between the master brand and range brands.

Brand Council is a strategic consultancy with a depth of experience in brand creation, brand building, brand transformation and brand refreshment.

Level 2, 50 Yeo Street
Neutral Bay, Sydney
NSW 2089
Australia

Phone +612 9033 8651
Fax: +612 9033 8600