Those of you familiar with Yorkshire will no doubt also be familiar with the contemporary house builders, Strata. Earlier this year they briefed us to commence an in-depth Brand Discovery programme to help create an innovative brand proposition for them.
We conducted a series of in-depth research programmes into the needs and aspirations of today’s homebuyer. This in turn enabled us to establish an insightful market-leading proposition and devise an integrated brand strategy for Strata, which we will implement over the next 12 months.
Andrew Weaver, Managing Director, Strata said: “There is an increasing recognition to better understand the complexities of the home-buying market, the dynamic between housing supply and demand, and for real clarity about what customers desire.”
“The research undertaken by Propaganda has enabled us to develop a ground-breaking strategy for the Strata brand and we are looking forward to implementing our innovative new sales and marketing model for the business.”
Over the next 3 months we’ll be developing a range of brand and sales collateral in support of the launch, along with a strategy designed to encourage a more emotional connection with the brand and differentiate Strata in an increasingly tough market.
Richard McMurrough, our Client Services Director, said: “The new homes market has faced, and continues to face, a number of challenges on different levels. Our robust ‘Discovery’ research programme has given us a rich insight into the hearts and minds of the consumer and has enabled us to make strategic recommendations that will drive the new brand strategy and improve the consumers Strata ‘experience’. We look forward to working closely with the Strata management team over the next 12 months to deliver against their business objectives.”
