Thames Water:

Brand strategy and rollout

Thames Water were taking a hammering.

Their customers resented them, the media hounded them and they had been penalised by Ofwat,

Our research revealed that the main issue was high visibility and high customer engagement when things go wrong, but low visibility and low engagement when everything was working well.

The solution was to make the many good things that Thames Water did much more visible and emotionally engaging, and switch from reacting to disgruntled customer complaints to pro-actively broadcasting positive messaging.

We created a new brand proposition and corresponding Verbal Strategy which helped them transmit their good works and great value to their audiences. 

The new brand toolkit was rolled out across the business departments and we created collateral for them to give them a running start at aligning their comms to the new brand.

In testing, 85% of customers said that the new approach made them feel that Thames Water offers good value for money, and 98% agreed that Thames Water is making a positive difference to the future.

Water result (sorry).

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© 2020 Drew Charsley