DETAILS EVENT PLANNING
Expanding a Brand to Generate Additional Revenue
Seeking to drive revenue growth, Details recognized that it must evolve and expand its brand into other categories. Details needed to overcome assumptions as a wedding only company and develop a process for global brand-building efforts and new events capabilities.
In order to develop an integrated brand identity that would incorporate all products and services and effectively reach a global audience, G Network immersed itself in the global event planning industry of Details Event Planning. G Network conducted interviews with company executives, vendors, retailers, and customers to identify external perceptions of the brand. G Network recommended a single brand identity to serve as the foundation for country-specific branding efforts that focused less on the functional aspects of the brand and more on broader emotional benefits such as reliable, independence, and a sense of unity.
Details introduced its repositioned global brand with an aggressive PR and web campaign. The new positioning inspired and focused the capabilities development, global brand management, and the sales force teams. Using G Networks recommendations, Details launched its capabilities campaign which has become a significant revenue generator in its abilities portfolio.