Laying the groundwork for improvements in brand loyalty.

“The insight that Motif delivered really helped us get to the bottom of what we need to do to continue to grow. It demonstrated the importance of investment in our brand, to continue to build magnetism and drive increased loyalty from customers. Through dissemination across the business, it’s helping us develop evidence-based strategies across brand, commercial and product teams to ensure we continue to stand out in the market.” 

- Viviane Williams, Communications Manager, Knauf UK & Ireland

Knauf UK & Ireland required new insight to guide the development of their brand strategy. With new market understanding, better positioning and brand magnetism, they could build even greater loyalty and align it with improved business outcomes.

THE CHALLENGE

The building materials specialist wanted to become better known as a solutions provider rather than simply as a manufacturer. This meant developing its brand, making it more responsive to the changing marketplace, and strengthening the appeal of the breadth of its product range beyond the previous focus on plasterboard.

OUR SOLUTION

Knauf embarked on a major programme of insight to shed light on the market – how customers are making choices, key influences, and the most effective communication channels. This was also about reappraising the company’s brand positioning and perception –  highlighting strengths, weaknesses, opportunities and threats.



BUSINESS IMPACT

This insight has been presented across the business, up to and including the senior leadership team. It has given Knauf a fresh perspective on how and where to strengthen its brand proposition in order to generate more magnetism, and to stand out against its competitors.

For Knauf, brand health is critical. This insight is helping to drive future strategy, powering its mission to provide relevant, real-world solutions for its customers. New brand initiatives range from marketing communications and an improved website to going bigger and bolder in key product areas.