How Brand Alignment was used as part of the George Home launch project
In March 2014, Asda launched one of its biggest ever Own Brand initiatives.
The UK Homewares market is worth £10bn and is hugely competitive and fragmented. Asda, whilst already a significant player, could see an opportunity to fundamentally change the dynamics of the market by developing a whole new product range by leveraging the values of its hugely successful George brand.
Launching over 4500 lines in 18 months was a massive undertaking for Asda and involved many internal and external stakeholders across the business and amongst its partners. Everyone needed to be fully engaged and focused and one of the ways in which this was achieved was through Brand Alignment.
This challenge is one we see every day and is not easily achieved though evidence strongly suggests that the financial rewards for doing so are great. Recent research from Harvard showed that, in general, aligned brands enjoy 18% greater productivity, double the share of wallet and 38% less absenteeism and these were impacts that Asda was keen to capitalise on.
One of the many threads running through the new development was a project called ‘One Voice’ which brought together Asda and its partners on a journey of brand visioning, engagement and practical assistance. It was done at pace, efficiently and with boundless enthusiasm.
The George Brand hit the stores on March the 28th 2014 and has not disappointed in terms of share gain or revenue growth.