Home appliance manufacturer Morphy Richards has revealed its new brand positioning ahead of the Christmas gifting period.
‘Smart Ideas for Your Home’ took ten months in development and followed an in-depth brand ‘health check’ carried out by Morphy Richards and communications research agency, Hall & Partners.
Developed to promote the work carried out by Morphy Richards’ Design Engineering Product Technology Hub (DEPTH) undertakes to provide smart solutions to everyday problems.
To support the new positioning, Morphy Richards has also launched the ‘Idea Numbers’ campaign, compromising of over 500 numbered ‘Smart Ideas’ that correspond to product and brand innovations.
Both campaigns are now being rolled out across Morphy Richards’ communication channels to tie in with the festive period. The first execution is an online banner advertisement campaign to promote the company’s key gifting lines.
Marketing and consumer engagement director at Morphy Richards, Rod Burrows, commented: “We’ve gone through a very thorough research process over the last ten months to get to where we are today. By taking research findings on board and by listening to consumers though focus groups, we’re very happy with our new positioning.
“For the last 76 years, we’ve continually developed smart ideas to overcome household problems and we felt that it was important to include this in our positioning statement. In addition, our customers care deeply about their homes and the people within them; as a result, our new positioning provides us with an emotional platform to effectively engage with our target customer base.”