Jeroboam and Schott
A client with bottle
An existing client – one who wholesales beer to pubs and clubs in the north west, came to us with the idea of branching out into wines and spirits – but not to their existing customer base. What they wanted was to target restaurants and the more upmarket bars who also sold food.
The problem.
Their existing trading name, infact their whole offering, was squarely rooted in working mens pubs and clubs and didn’t look like a good fit for their new direction.
After some discussion it was decided to create a totally separate brand targeted at their proposed market. We could tell you we spent hours researching names, having them focus grouped, testing them hither and thither. But we didn’t – we simply provided the client with our brainstormed list containing several alternative names for the venture. (It helps if you understand your client, their markets, aspirations and needs – we do). After discussion the client chose one name, which we had checked for legality and then proceeded to create a series of brand proposals encompassing everything, from logo to van livery, catalogue to drivers uniforms.
It’s not often that clients
give you a free hand.
Apart from trusting us not to run away with their budget, they believed in what we were creating (that’s worth millions to us). We talked with our client regularly, we suggested stuff, we argued our case, the client agreed most times.
How did it all turn out? Well, it’s obvious we wouldn’t publish a case study that turned out badly. But – truthfully, better than we all expected. The client’s turnover has increased, more importantly, so has their margin. Salespeople are happier, drivers are more content and the MD is chuffed his plan worked.
