Mitre 10’s new brand promise, With you all the way, centres on the company’s greatest asset and key differentiator, its people.
The new brand platform signals an evolution from product retailer to project partner and solutions provider, with a strong focus on customer experience excellence. Chief Marketing Officer Jules Lloyd-Jones says it’s crucial that brands evolve and adapt in line with changing customer profiles and preferences if they want to stay highly relevant.
“We commissioned a significant piece of research to help us better understand our customers, their needs and expectations, and their perceptions of our performance.
“While the insights pointed to our people being our major market differentiator already, we could see the opportunity to be more and do more for our customers and really inspire them to love where they live, work and play.”
With you all the way is the external expression of a business-wide programme which has also been transforming the team member experience inside the cooperative. Modernising ways of working, a contemporary training model and internal marketing are helping team members across the country to understand that they own the customer experience and to feel empowered to make it epic every time.
Created in partnership with FCB, FCB Media and Good Oil, the campaign explores the relationship between a Mitre 10 team member and a customer, from their initial project dream to celebrating the finished project result.
Launching from Friday 16 July the campaign will roll across TV, digital, outdoor and social media channels.