What is Brand Architecture?July 14, 2021
Brand architecture describes the way sub brands sit in relation to the parent brand within the broader organisation, their relationship to one and other and are used together.
As custodians of Sydney’s The Rocks precinct, Place Management New South Wales (PMNSW) required a new narrative and positioning to communicate the value proposition of the precinct to a B2B audience – the business owners and managers making decisions around setting up business in The Rocks. A significant opportunity for the precinct was to drive relevance, overcome outdated perceptions of the area, and build toward its vision of being Sydney’s most loved social village. And there was no better time than 2020 to transform the B2B value proposition and narrative for Sydney’s most iconic precinct – communicating the benefits of leasing at this unique location and attracting premium retailers, food and beverage outlets and artists wanting to establish themselves at The Rocks.
After an initial brief, we conducted in-depth face-to-face research interviews with a range of existing tenants at The Rocks, uncovering insights and the highlights of their tenancies. This first-hand research led us to understand the key drivers and motivations for basing themselves at the precinct.
Our resultant work focused on formulating a compelling B2B story for the leasing and business development teams. Based on our findings, a selling tool was subsequently produced to support future sales efforts. A key outcome of the project was a clear B2B positioning for the precinct as a complete dining and experience destination, making it attractive to a range of sectors and their customers.
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