Molton Brown had enjoyed considerable growth in recent years and had ambitious targets for future growth. It was anticipated that this growth would come from all areas of the business – retail, home shopping (online), airlines, hotels and spas. Additionally, MB had plans to grow the business through the extension of the brand into new product areas – home and lifestyle.
Objectives: We needed to create a positioning for the company that took them beyond their traditional bath and body products. It needed to support brand extensions into new product areas.
Positioning: A clear statement of what Molton Brown stands for, its values, and what makes it different from the competition...
Molton Brown Modern Being