118118
WHAT'S NEXT? LONG-TERM VISION FOR A SUCCESSFUL START-UP.
“We wanted to get people thinking about what the vision meant for their job – whether they were the CEO or on the phones”
Dave’s brand for 118118 helped secure them over 50% of the directory enquiries market. But after a successful (and frantic) first year of trading, 118118 returned to Dave with a question: “what now?”
In the race to get the business up and running little thought was given to long-term brand position. 118118 needed to consolidate the gains they had made and open up new revenue streams – the question was how?
The first step was for the senior team to agree on a vision for 118118. Over the next few months, Dave worked with the executive team unpacking detailed scenarios ranging from basic number search through to a concierge-style service. For each scenario Dave asked tough questions about what it meant for pricing, marketing, operations and so on.
The next step was to make the vision real and meaningful for customers and staff. Dave ran workshops with call centres in Plymouth, Cardiff and Manila. We wanted to get people thinking about what the vision meant for their job – whether they were the CEO or on the phones.
At the same time we rationalised 118118’s visual identity to help them deliver the new vision. The revised brand blueprint has now been rolled out with huge success in Italy and France, creating a really powerful coherent European brand.
