West Group, the worldwide leader in legal and regulatory information, was formed through the acquisition of West Publishing by the Thomson Corporation. This resulted in a daunting array of brands and products that was confusing to customers. Working with their advertising agency on a Brand Strategy for its corporate brand, we guided the company through a Brand Audit, defined the Brand Essence and developed a compelling Brand Promise.
We were then engaged to guide senior management in building a Brand Hierarchy for the company’s 40-some brands, sub-brands and products. The result was a branding system that provided clarity and consistency for customers, management and external resources, now and into the future.
- Dave Campbell, Vice President of Brand Management and Marketing Services
- Betsy Brown, Director of Brand Development and Marketing Communications