Pragma re-define brand for a more cohesive presentation

Client:
Hamleys

Reporting level:      
Chief Exec / Owners

Task:     
Re-define the 250 year old Hamleys brand (which had become confused) and develop strategic action plan.

What we did:

• Extensive customer profiling (including in the crucial pre-Christmas week)
• Brand workshops with various customer segments and staff – using Pragma’s unique brand elicitation techniques and brand model
• Children’s interviews and observations

Result:
Hamleys has adopted Pragma’s re-defined brand proposition and values. These have been invaluable in helping to prioritise product and marketing activities and have led to a more cohesive brand presentation.