Our Work
During many years working with Trustpower the BrandScience team were instrumental in growing the Trustpower brand into the leading bundled utilities brand in New Zealand. Using customer insight as the foundation, we developed and implemented Trustpower’s brand strategy, positioning the brand to create differentiation and distinctiveness leading to Trustpower outperforming key competitors over many years. We also applied creative effectiveness principles to produced award winning brand advertising and marketing communications, including the New Zealand publics’ favourite TV ad of 2022 (TRA ‘The Nation’s Favourite Ad’ research).
The Manawa Energy brand was a new brand development project for a stand alone electricity generator. It involved the development of the brand strategy, naming and the creation of the visual identity and brand code. Extensive stakeholder research was completed to gain insight into key stakeholder needs. The insights generated directed the development of the brand strategy including brand positioning and key brand attributes that would create a distinctive brand that was centered on stakeholder needs. The project also involved the development of the brand visual identity and brand code which drew on the origins of the company, the natural environment and the company’s relationship with mana whenua as its inspiration.
The objective of this brand positioning project was to explore how the Mercury brand could be developed to position the brand most effectively for future success. Extensive research was completed with customers and multiple other stakeholders to understand in detail their key needs and wants. The resulting insights were used to develop potential territories for positioning the Mercury brand going forward that were centered in consumer insights and created the potential for distinctiveness from competitors, while retaining valuable elements of the current Mercury brand.
