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Long-term strategic direction across a portfolio of brands - Labyrinth Marketing
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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.


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.



CEO, Brand Owners


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.


  • 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

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