With aggressive new competitors threatening market share, a strong out-think strategy was called for; one that would reduce confusion in the market. To secure its leadership status, Dignity’s reputation for quality service would need to be to actively communicated – and, in an unregulated market with all sorts of promises being made, a selection of unique and credible ‘why buys’ established for the brand.
Through a programme of intensive research, data analysis and workshops, key propositions were determined. Stand-out would require challenging the language and conventions used within the market for prepaid funeral plans.
Our ‘Leave More Behind’ proposition introduced the powerful concept of legacy and responsibility. By creating a new visual approach, this ‘values’ messaging was elevated, both in design and tone of voice.
Working towards an ambitious growth plan over the next two years
…the need for a new brand direction grounded in an emotional truth, that would dovetail with new ‘smart’ customer-data segmentation, and facilitate ever-increasingly targeted conversion strategies.