Connect Group PLC
Making corporate strategy visible to the investment community
Despite having made significant progress in implementing a strategy of becoming a more diversified business, perceptions of Smiths News Group were still strongly linked to its retail and news & magazines heritage.
We were initially appointed to review the brand strategy and group architecture following a number of acquisitions.
Following extensive stakeholder & customer consultation our recommendation to rebrand and restructure the group was agreed and the brief was extended to include a full-scale group Corporate identity and corporate communications rebrand. This was subsequently extended to also include a refresh of the Smiths News operating company brand.
What we did
Working closely with the Group Executive and PLC board we developed a futurefacing brand blueprint and architecture for the group, capable of supporting further diversification and acquisition plans.
The requirement to develop a ‘real & relevant’ name presented significant trademark & URL issues but we were able, after much work, to secure ‘Connect’ as the new group name. Using the Connect Group umbrella we went on to develop a new group architecture comprised of three market-focused divisions. This new divisional structure now forms the basis of the group’s financial reporting structure giving greater visibility to the ‘non-traditional’ business activities and so foregrounding the diversification strategy.
A refresh of the Smiths News brand and a comprehensive group wide values and behaviours business transformation program has further supported the core group rebranding work.
The rebranding has been well received both by internal audiences and by key parts of the investment community. The supporting values and behaviours work is already beginning to strengthen a collective sense of group purpose and culture amongst previously more disparate operating companies.