Collaborate Global create giant constructs and props for events, experiential marketing campaigns, exhibitions and retail pop-ups. The Collaborate team expressed their desire to work with Brand Elect to develop a strong proposition for their business; their aim to highlight that whilst it’s clear they are great builders, the focus for their proposition should be more about the effect that is achieved from their work.
Whilst they are a UK based company, they wanted to promote their office in South Africa, as well as demonstrating the work they have developed for brands in the UK and in overseas territories.
Taking the Collaborate team through our brand mapping session helped us to understand what their goals were as a business and where they wanted to be positioned in the market. This enabled us to recommend a distinctive business strategy which set them aside from other event production companies.
Our brand narrative was to communicate that Collaborate planned, build and managed what we referred to as the ‘alive moment’ – the most important part of any event. With this in mind, we developed a new business proposition – we called this “Creating Alive”. The reveal of this campaign was met with much excitement from the client and we moved forward to create the full brand proposition and all associated brand assets. This included a new company brand book, sales credentials deck, video content and the development of an eye-catching new website.
The video showreel was particularly strong as it beautifully illustrated the sensory feeling when the ALIVE moment is created.
In addition to the “Creating Alive” narrative, we also developed a business model for the Collaborate team to use when working on new projects – this we called Spark Mapping, which completely compliments the “Creating Alive” narrative. This model provides the team with more gravitas when working with their clients, as it demonstrates their ability to professionally respond to a brief, and feedback on projects once they are complete.
Now that the new business proposition is ready, we are planning the launch strategy with the Collaborate team, and their onward marketing for the next 12 months.
The Brand Elect Effect...
- • Realignment of business proposition
- • Development compelling business strategy – “Creating Alive”
- • Creation of internal business model – Spark Mapping