Brand Planning

Brand Strategy & Bring To Life

The brief

To review the long-term strategic direction for DMC Group, identifying and defining growth opportunities for multiple categories and defining the role and positioning for their portfolio of brands (DMC, Wool and the Gang, Sirdar, and Rowan). By gaining clarity on varying consumer personas and global markets in which to focus.

DMC portfolio knitting category Labyrinth Marketing

OUR ROLE

Established in 1746, DMC is a trusted name in the knitting and needlecraft category. Having had a circumstantial surge in growth, due to lockdown, DMC was now looking to revisit its long-term strategy across their portfolio and to make strategic choices as to where to prioritise across the brand portfolio and global landscape to continue its growth.

We started our strategic task by working with CEO on the funnel; understanding the role each brand plays in the portfolio and where growth opportunities lay. We then facilitated a workshop, collaborating with all of the brand owners to look at consumer personas and how to commercially grow each of the geographic regions.

After the workshop, we continued to support and mentor each brand owner to draft their positioning and collated this together with the CEO to finalise the strategy, ready to present to the board.

WHO WE HELPED

CEO, Brand Owners

WHAT WE DID DIFFERENTLY

Upskill – shared brand positioning models and mentored the team on how to complete for each of their brands.

Bring plans to life – through developing consumer personas we were able to define positioning which will be the basis of future marketing activity and implementation.

teal wool and the gang DMC brand strategy Labyrinth Marketing

DMC portfolio strategy Labyrinth Marketing

RESULTS

Global Commercial aspirations set
Consumer Personas
Clarity for each brand owner on how their brand meets consumer needs and fits within the wider business
Strategy presented to the board and investors for buy-in

Who We Help

Brands & Businesses

Board Directors, Marketing Teams and Brand Managers…
We support you to create long-term strategic plans and roll up our sleeves to help you bring them to life.

Agencies

Board Directors, Strategy and Account Handlers…
We know what clients need in their agency partners and provide you resource, pitch support and training to be best in class.

Training & Capability

Capability Managers, HR and Training Bodies…
Our accredited trainers share leading tools and techniques, ensuring your team have the skillsets to deliver growth.