How you’re defined

Changing with the wind isn’t a good strategy for brand positioning. It pays to commit to deep ideas you can stick with long term.

SURI make sleek, sustainable electric toothbrushes. We’ve helped them own the idea of ‘beautiful’ in different ways. First as the beautiful solution to an ugly problem: 4 billion plastic brushes thrown away each year. Second, as a desirable object that always shows up elegantly. And third, by association with that most sacred time of day: morning.

It’s normal for organisations to broaden what they offer over time. But without a clear centre, a brand can start feeling confused.

Longleat needed focus, with an offer encompassing a stately home, safari park, luxury accommodation, acres of forests and more. We reset the house as the heart of the brand, positioning as “Britain’s most astonshing stately home”. This elevated the house as a heritage centrepiece and celebrated Lord & Lady Bath’s role as hosts.

Stanhope have been developing iconic parts of London since the 1980s, from Tate Modern to Television Centre. They’ve earned an amazing reputation for what they do – their places that endure, and their people stay for years and years. They’re about longevity.

We arrived at the positioning line “Great places stand the test of time” to cement that. It allowed us to celebrate the work they do, but also underscores their own maturity as a business and team with depths of experience.

That’s Rich, director of growth at Thriva, showing you what happened to his subscriber numbers when he hired Lovers.

It’s quite a simple repositioning story. When they started out, Thriva offered at-home blood test kits. But what they really wanted to sell was insight. They sensed a much bigger audience out there: ‘health optimisers’ craving a better understanding of their body. We helped them reposition with a simple idea for that audience: “Listen to your blood”.