CASE STUDIES

Bruce develops brand strategies for clients in Europe and the US in ‘business to business’ and ‘business to

consumer’ across a range of sectors including software, fashion, fair trade, AI, mission and financial services

Click on the logos to read  more

 

NEOTA LOGIC

A pioneer in expertise automation for the legal profession,  Neota had developed a world leading platform that created automation software without the need to hire programmers. However the brand needed a new language to engage its audience that first focussed on the unique benefits its automation could deliver and second on the features of its formidable technology platform. Bruce worked with the global leadership team to develop a new brand strategy that helped Neota to be relevant to its audience and distinct from its competition. The new strategy’s proposition Liberating Expertise through Automation captured the brand ambition and delivered a logical framework that began with the benefit - the why - and finished with the process, the how. 

 

"Yes, Bruce delivered a brand strategy that has shaped how we communicate with our customers, but, it was the way he engaged with us that was actually more influential because it created space for the whole global network to work together to create a strategy that we all own and are proud of".

Rick Seabrook, Managing Director, Europe. 

 
TEN THOUSAND VILLAGES

TEN THOUSAND VILLAGES

As one of the world’s largest and oldest fair trade organizations, Ten Thousand Villages markets handcrafted products made by disadvantaged artisans from 120 artisan groups in 35 countries. 

 

Back in the early nineties Bruce led the development of a new name and identity for the retailer. 24 years later Brand Arrow was invited back to review the brand to see if it needed updating . The brand was in good health, the challenge was more around refreshing how the client thought about, and used the brand. It had slipped into being treated as three words and a logo instead of a source of inspiration and direction for the staff, their partners and most of all, their customers. This insight ensured that the brand and its name were always embedded as part of their story. 

 

BLUE YONDER

 

Blue Yonder takes a myriad of data sources and using AI, predicts with an extraordinary degree of accuracy the level of demand its clients can expect for their products.

 

Bruce was asked to help develop and implement a brand strategy that would help Blue Yonder better engage with retailers, who tend to only want to deal with other retailers and are suspicious of anybody from outside their industry. The resulting strategy helped the brand to stop focusing on the science and start to focus on the problems the science could solve. The brand and marketing materials (web site, brochures etc) new completely redeveloped to reflect the retail world to feel like it was part fabric of retail through its choice of language, imagery and identity. And it worked! The first integrated demand generation campaign exceeded its KPI's by 400%!

 

"Bruce worked with the management team to develop a brand strategy that enabled Blue Yonder to better focus on the retail sector as a target market. He then managed the implementation of that brand strategy across our marketing communications programme".

Uwe Weiss, CEO, Blue Yonder 

 

CRABTREE & EVELYN

Founded over 40 years ago in Cambridge Massachusetts,  Crabtree & Evelyn now offers a range of skin care and beauty products in stores around the world.

 

The founders of Crabtree & Evelyn were inspired by John Evelyn, a 17th Century Englishman who was a visionary of his time. One of the first naturalists and conservationists, Evelyn travelled Europe experiencing the wonderful cultures and natural environments which he shared with his friends in British society. The company now has over 500 stores worldwide and uses over 160 “natural botanical ingredients” in its skin care products. Bruce worked with Crabtree and Evelyn’s Managing Director (EMEA) on a brand audit that explored how the company could identify a single unifying truth that would have the potential to bind together their wide range of natural products

 

"Bruce worked with us on a brand audit and we found the process very engaging and the results demonstrated a keen ear and an insightful mind. Any firm wanting to see how well their brand represents the heart of their business should consider it."

Catie Callender, COO, Crabtree and Evelyn

 

JUST US! COFFEE

Founded in 1995 as Canada's first fair trade coffee roaster, Just Us! is a worker co-operative roasting specialty grade, certified fair trade and organic coffee.

 

Started 25 years ago as a worker owned co-op it now has a range of fair trade organic coffees, tea, chocolate and sugar, four bustling cafes and is distributed throughout the region in grocery chains and independent stores and restaurants. Bruce was commissioned to make strategic recommendations on how the brand could better differentiate itself in a market with many ‘ethical’ competitors and where fair trade has become a commodity. Over the project period, a brand strategy, a revised corporate identity and a set of brand guidelines were delivered. 

 

"Bruce ‘gets us’ better than anyone else we have worked with in the brand, marketing and strategy context in the past. Bruce brought up key priorities that many of us carry around but have struggled to articulate and put into action."

Austin Anderson, Director of Coffee, Just Us! Coffee Roasters

 

HAMPSTEAD TEA

Founded by Kiran Tawadey in 1989, Hampstead Tea is a pioneering and award winning range of bio-dynamic tea available in stores across the world. 

 

What is plain to see is Hampstead Tea is a thoroughly modern and stylish brand that provides the highest quality of tea to its customers. This gives the brand a clear and distinct profile. What isn’t plain to see is the brand’s pioneering leadership in biodynamic organic growing methods, its deep commitment to fairtrade and Kiran’s passion to bring alive her journey into the world of tea. Bruce developed a brand strategy that brought out those ‘hidden’ assets, providing a clear direction for the design team and a more relevant and intimate experience for Hampstead’s customers.

 

"I suppose the most striking thing about Bruce is his capacity to listen. He was able to take what's in the culture of Hampstead Tea - the way we do things here - and develop a strategy that has become a powerful tool in helping us evolve our brand." 

Kiran Tawadey, Founder, Hampstead Tea, London

 

DR FOSTER

Dr Foster helps healthcare organisations to make better and faster decisions using a suite of data and insight services.

 

The health sector has gone through enormous change over the last decade and this change is continuing to accelerate as the collection, analysis and implementation of data related practises picks up speed. Bruce delivered a new brand strategy that positioned Dr Foster as the trusted guide to help navigate through this changing landscape, an expert that would deliver actionable insights to make the most of their limited resources. This required the brand to evolve its mission, to focus on the benefits and not just the features of its software - to put the ‘why’ before the ‘how’. The brand strategy recognised that ultimately, Dr Foster was about helping their customers make better decisions - a simple insight that led to the new brand proposition: ‘turning data into decisions’.

 

TELEHOUSE EUROPE

Telehouse Europe is one of the largest, global data centre providers in the world, operating a network of 47 data centres in 23 locations across EMEA, the Americas and the Asia-Pacific region.

 

Bruce worked with senior management of Telehouse Europe, a global provider of data centres, in the development and implementation of a brand strategy. The assignment required the delivery of short-term leads and to grow awareness of the brand after a long period of marketing under-investment. The results were excellent with the new strategy delivering an impressive 97% increase in leads to the sales team. It also shaped the branding, marketing and web platform for a new £135m data centre. The assignment also involved working closely with parent company KDDI to create the name, positioning and marketing communications for Telehouse Enhanced Connect, the company’s first new product launch in 10 years.

 

"Bruce acted with enthusiasm, creativity, integrity and gave us his all. He delivered an increase of 97% in inbound leads and dramatically increased the market profile of our new data centre. I would thoroughly recommend working with Bruce for his breadth of experience, insight, interpersonal skills and energy. "

 

Andrew Fray, Director, Telehouse

 

PAUL COSTELLOE

Paul Costelloe has been an influential fashion designer for decades, and is well known for his iconic womenswear collections, having designed for royalty and stars alike. 

 

Working with the team at Berwin & Berwin, Paul Costelloe has created a range of mens suits and formal wear which is sold in the UK and globally. Bruce was brought in to bring a fresh perspective to the brand, to inspire and direct new ideas and directions for messaging and marketing based on a clear and relevant understanding of what the brand is all about. Since then, the brand identity and range have been overhauled to deliver a more single minded direction for the brand.