Case studies:
At Peartree Marketing we help clients build value in their businesses. This can include creating powerful and highly competitive brands, clever marketing strategies that drive business development and staff training where service is the product and the brand.
Bernie Lewis
"Your brand is one of your most important assets and needs to be managed and enhanced actively to ensure it remains relevant in an ever changing social and economic environment. Over the last 25 years, Bernie Lewis has established a well-known and respected brand. We wanted to extend its reach across both home loans and wealth management and ensure it remained relevant for another 20 years.
To facilitate this critical process, we searched for a brand expert that could lead us through a detailed and exhaustive "Brand Identity" process. Lowen's experience and robust execution processes were evident immediately. She ensured that we properly considered all important elements before arriving at our final future aspirational brand identity.
The results were exceptional and we are looking forward, once we are all living the brand internally to launching it publicly as part of our exciting "integrated advice" strategy."
Stefan Lipkiewicz, Chief Executive Officer, Bernie Lewis Group
Cibo Espresso
Adelaide’s
icon coffee bar is expanding into the eastern states of Australia. Already
a powerful brand in the local market thanks to the passion and talent of the
four owners they realised that a clearly articulated brand would enhance the
success for interstate Cibo Espresso franchisees. Peartree Marketing facilitated
brand workshops with the directors and senior management in which the Cibo
Espresso brand was rigorously analysed resulting in a clear and documented
brand vision.
“After experiencing Peartree’s Brand Engineering approach I realised as one of the four founders of Cibo Espresso that we all understood the brand - what it means and where it’s come from - but we all interpreted it differently but somehow got the message across. It seemed common sense to me to do brand engineering on Cibo Espresso to help us communicate a consistent message to all of our people. Lowen has developed an amazing Brand Identity model that I cannot believe we never had or thought we needed. If you live your brand as I do, then get Lowen to Brand Engineer it, so others can live your brand with you and help it live longer than you could imagine.”
Roberto Cardone, Director, Cibo Espresso
KeyInvest (formerly IOOF SA)
One
of Adelaide’s oldest companies has a growing retirement living division.
Its latest project is Woodside Lodge, an independent retirement living estate
located in the picturesque township of Woodside in the Adelaide Hills. Peartree
Marketing worked with management to develop a clear vision of how Woodside
Lodge would differentiate in the ever-increasing retirement living market
and how it could powerfully resonate with potential residents. Based on the
new brand strategy Peartree Marketing worked on the brand development and
production of marketing materials.
Following this exercise Peartree was then commissioned to drive the re invigoration of the parent brand. Market research indicated that IOOF SA had low recognition and market confusion with the publicly listed Melbourne-based IOOF.
The objective was to build a strong finance and retirement living brand and to create a new name. Peartree again worked with senior management and representatives from the board to develop a strongly differentiated brand that built on the strengths of the entity’s fraternal society values and defined a distinctive and trustworthy brand personality. With the newly articulated brand identity Peartree then lead the process to create the new name, KeyInvest.
“Thanks Lowen. You have been fantastic. We have greatly appreciated
your quality work and valued your opinion and the professional manner in
which you have guided and directed every aspect of this project.”
Ian Campbell, Managing Director, IOOF SA LTD trading
as KeyInvest
Dale Wood
Originally known as Dale Wood Business Brokers, the business sales
consultancy had recently undergone a management buy-out. Peartree Marketing
was engaged to audit the brand and then to work with the new team to develop
a brand that would differentiate not only with its existing high awareness
but also through establishing strong and pertinent brand associations.
"In considering what it is that Peartree Marketing has taught us about the development of our Brand, I am drawn towards the words research, consultation and knowledge. It seems to me, that thinking you know what your brand stands for is simply no longer enough in a developing and competitive market place.
So, by researching where we are, relative to our competition and reviewing whether that is indeed where we want to be, has been important. In our case, redefining where we want to go and how to begin to get there, with the researched knowledge that by doing so, we will better satisfy our client's expectations of us, have been vital, planned, steps in the process.
The implementation and review of the results of change
will be the proof of the worth of the process that Lowen so capably developed
and which we all now own and are committed to implement"
Bevan Roberts, Director/CEO, Dale Wood
Ennio International
This
specialist Australian based meat packaging company exports quality goods
into a number of countries including the USA. In order to ensure that all
members of the distribution chain, including sales, were “singing from the same
hymn sheet” and presenting a consistent brand identity the board and senior
management undertook brand engineering under the guidance of Peartree Marketing.
The firm’s Marketing Manager, Sally Kerr, has since implemented a number
of brand building programs including refreshing the visual identity, associated
materials and the website.
Sally Kerr, Marketing Manager, Ennio International
(Click
here to view Sally's letter; 134K PDF)
Watsons Lawyers
This
start-up firm began with a blank sheet. Brand engineering created an aspirational
collection of perceptions which would differentiate the firm in the marketplace
and strike a chord with users. The Watsons’ brand reflects the impressive
seniority of Peter Watson, the firm’s insistence on honest and clear
communication and a willingness to “get our hands dirty” for the
sake of a good client outcome. Recently the firm undertook a brand identity
review to take into account the views and aspirations of new staff members.
The value of the original process held up with only minor changes occurring
to the product elements of the brand identity that reflected market changes.
Otherwise the firm’s personality and oraganisational values remained
intact.
SA Heart
SA
Heart is a leading cardiology practice in Adelaide. On completion of
a brand audit it was evident that the practice, known at that time as Cardiac
Diagnostic, needed to clarify its brand, including review its name. A brand
identity exercise conducted with senior management followed. The implementation
phase included a name change, new visual identity and related marketing items
and new uniforms and livery for staff. The new uniform project was an excellent
opportunity for staff to become intimately involved in understanding the new
brand vision for the practice.
“Peartree Marketing facilitated a root and branch (or top to
bottom) review of our entire brand strategy. Lowen Partridge conducted
independent market research so that we started with a clear understanding
of how our stakeholders perceived us. She then steered us through
a comprehensive process to identify every aspect of brand identity relevant
to our organizational goals. Finally, we were given sound advice
on how we could implement our reinvigorated brand both internally and
externally. The whole process was logical, systematic as well as
cost and time effective. It provided us with many fresh insights
gained through its extensive experience in the professional services
sector. SA Heart has an ongoing relationship with Peartree Marketing
as a trusted and valuable business partner. We constantly revisit
the core principles Lowen helped us articulate to fine-tune our brand
strategy in response to changes in our operating environment.”
Gerry Mak, CEO, SA Heart
“We’ve just committed to a 5 year vision and so I’m
busy writing up action plans etc. One thing that really stands out is
how the Brand Identity you worked up with us has stood the test of time. It
certainly confirms how robust and thorough the process was that you took
us through.“
Gerry Mak, CEO of SA Heart three years following
the original brand identity exercise.
Options Wine Merchants
Following
the development of a clear brand identity through workshops with the
directors, staff members were involved in developing actions that would
support the new brand.
“I feel we all had lots
of ‘take home’ value that will “resonate” for
many years.
We believe that our staff now have a clear vision of where we want
to take our company (brand) in the future.”
Greg Turner, Managing Director Options Wine Merchants
Carclew Youth Arts
Carclew is a multi-arts organisation
that fosters creativity in South Australia’s youth. Its role is to assist, support and promote the
work of children and young artists. Carclew needed to attract loyal sponsors.
Management knew that rewarding partnerships would result with commercial
brands that shared Carclew’s brand values and elements. Workshops
were conducted with Carclew’s senior staff to clarify and agree
on the brand that they wanted to be. The brand implementation phase saw,
among other elements, a new name (dropping ‘Centre’ from
Carclew Youth Arts Centre) and a new visual identity.
“Working with Peartree Marketing has been an amazing experience,
both for me personally and for the organisation. Lowen worked with
us in the process of updating both Carclew and SAYAB’s corporate
logo by creating a brand identity. It is always a challenge to produce
a better brand, but Lowen helped to make this process simple and effortless.
I have learnt the importance of having a strong visual brand identity,
and one, which translates the brand strategy into clear, distinctive
messages. I believe that our new identity now truly stems from the core
values of our organisation and expresses a consistent and unique vision – and
thanks to Lowen, our identity is something I am now genuinely proud of.”
Kristy
Rebbeck, Publicity & Marketing Officer
Carclew Youth Arts
Centre & the South Australian Youth Arts Board (SAYAB).
The Food Business
As
a new entry into the highly competitive catering and restaurant industry
The Food Business needed to ‘hit the ground running’. The development
of a clearly articulated Brand Identity indicated to the owners and staff
expected behaviour and strategic direction. The Food Business differentiates
its brand as one that demands authenticity and passion in its approach to
food. Texture is added to its brand through the powerful but simple logo
and the consistent friendliness and professionalism of staff.
Mhm – a personal approach to business
“Mhm has worked on a number of projects with
Peartree Marketing, including Network training and one on one coaching.
Lowen Partridge has taken the time to get to know our staff and our culture
to deliver training that is unique to our firm. She is a pleasure to work
with and we look forward to a long association with Peartree Marketing.”
Paula Ridge, HR Manager
Franchise Alliance
Franchise Alliance is a firm of professional consultants across Australia specialising in the development of new Business Format Franchise systems:
"It is with conviction that I, in my professional capacity, provide this testimonial to the capability of Lowen Partridge of 'peartree marketing'.
Lowen's depth of experience in marketing, public relations and journalistic skills are the foundation stone to the work she performs today as a professional Brand Engineer.
Her ability to extract from clients the true elements and essence of their brand (also previously mostly unknown to the client), is both articulate and accurate. With these findings Lowen has a unique capability to then articulate the 'personality' of a brand as is required to be communicated to its identified marketplace to efficiently capture available opportunity.
In my experience as a strategic business advisor I have not met any other person with these skills. My clients have already benefited significantly from her contribution to their strategic plans.
Should any person wish to speak to me in respect to this testimonial
please feel free to call me at any time."
John Brown