30 November 2012 - 4:09pm | posted by | 0 comments

Morphy Richards launches new brand positioning and creative campaign

Morphy Richards new positioning follows ten months of developmentMorphy Richards new positioning follows ten months of development

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.”

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

Glasgow University College of Arts Knowledge Exchange - communications strategy

20/11/2014
The College of Arts Knowledge Exchange is a leading-edge...

In The Snow Magazine Front Cover

20/11/2014
Front cover from a fashion shoot in Zermatt earlier this...

Cuckoo Design - HeadSpace

17/11/2014
If you want to work through your brand challenges and turn...

Welsh Blood - Precious Concept

17/11/2014
Description The Welsh Blood Service organises the...

Pentland / Ted Baker – AW14 footwear photography

14/11/2014
Pentland is behind some of the world’s best-known sports,...