LATEST WORK
see moreUpdating a Great British brand
BAL: for decades, the No.1 choice of tilers
– but facing increasing competitive challenges
Building Adhesives is the long-established, market-leading manufacturer of professional tiling adhesives and grouts. Its highly-respected UK No.1 brand, BAL, is facing pressure from aggressive new rivals.
Our Task
Strongly re-assert leadership status and the reasons for purchasing BAL products.
Do so by identifying a relevant and motivating new positioning for the brand. Ensure all communications contribute to its credibility. But respect the brand’s past heritage and reassert its inherent strengths.
Action and Output
- Root-and-branch review: identifies a new look and core messaging.
- Modernised logo and brand style design: reflected across all packaging, print and online assets.
- Pack text restructured: more user-friendly with extra clarity – to enhance professional confidence.
- Advertising and extensive PR support: including authoritative technical features for editorial use, to help sustain a new momentum.
Result
- Distribution and premium margin maintained despite pressure from lower-priced rivals.
- Loyalty of professional end-users reinforced: over 4 out of 5 claim BAL is their main brand of choice.
- Sales performance ahead of the market – and slight increase in share.