In The News Press Releases
Blowing our own trumpet
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3rd March 2010
The Chartered Institute of Marketing (CIM) have appointed Richard Groom, one of the founding partners of Groom, as the subject matter expert for brand. This role comes on the back of a relationship between the CIM and Groom that stretches back a number of years. Projects have included the positioning of a CIM Senior Management offering, an offering that has proved very successful in engaging many of the UK's senior managers. The role of subject matter experts will entail a full review of the present brand offering and identify gaps with respect to the latest thinking and methodology to direct and shape the future brand portfolio.
26th February 2010
Internationally renowned Yorkshire Company, Valley, one of the world's leading in-store experience designers and manufacturers, have announced a year on year increase in revenue of 35%. James Haggas, Sales and Marketing Director, explained 'The company has seen many changes since its foundation in 1892 and from time to time, like any business, we have taken a good hard look at ourselves. Even though we have many fantastic brands such as Microsoft, Diageo, Rolls Royce, ICI, in our portfolio, we know we have to continue to be innovative in our approach to the market.'
'In 2007 we engaged Brand & Design Consultancy, Groom, to help us reposition our brand and redesign our look and feel. The way they approached it was both refreshing and inspirational for not only me, but all my colleagues.' He added, 'They worked very hard to help us engage the staff and align our operations and processes around the new Valley experience. We now have a proposition that resonates fantastically with the market and our people understand what part they play in delivering it. Our year on year results speak volumes.'
Groom Associates are a Leeds based company founded in 2004 and in addition to Valley, work with brands such as Ferrero, Chartered Institute of Marketing and Virgin.
January 2010
Richard Groom joins Superbrands Council
Richard Groom has been asked to join the Business Superbrands expert council for the second year in a row. The council is part of the judging process for the annual Business Superbrands Survey. The survey is compiled by The Centre for Brand Analysis (TCBA) on behalf of the Superbrands organisation and represents the views of an Expert Council and over 1,500 business professionals and lists a who's who of consumer and business giants worldwide.
March 2010
Property company Brand Development
7th December 2007
Santa Claus Updates His Experience
A PR Fairy for Santa Claus said "Our data was pointing towards all sorts of future challenges for the Santa brand. The environmental and broader sustainability issues are beginning to creep up on us and China is producing so much for so little, that the kids are just getting harder to excite. This has been a steady escalation. There was a time when a tangerine and a spinning top were bringing smiles to kids faces, now they get better than that in Christmas Crackers or even with a takeaway meal! The competition is also getting stronger. Who would have thought 30 years ago, Santa would be competing with a holiday where kids dressed to scare people and their neighbours gave sweets and treats in order to avoid being persecuted by the neighbourhood's youth. Where is the magic in that?" Groom Associates are the Leeds based Brand and Design Consultancy that helped Santa with his Brand Positioning and Customer Experience. The work was won in the Spring of this year in a 3 way global pitch for an undisclosed budget. Richard Groom of Groom Associates said "We have really enjoyed working with Santa and his team and after we got over the initial excitement of working in a grotto in the heart of the North Pole, we got down to the business of understanding how to help Santa rekindle his old magic. We've obviously had to sign a non-disclosure agreement, however, what I can say is the new progressive Santa Claus experience will bring joy to the hearts of kids across the globe and have Santa exceeding his targets on the 'Magic-O-Meter'." The programme entailed research, development and execution, which had employee engagement and digital design at the top of the agenda. GROOM is Leeds based with an office opening in London in 2008. They work with some of the world's leading brands both in the UK and overseas, although not always as legendary as Santa Claus or as unusually located as the North Pole!
March 2010
Birkbeck University of London have asked GROOM to write a chapter summarising their key points of advice for small and medium sized enterprises with respect to developing their brands. This is a further progression from the SME forum work GROOM carried out with Birkbeck and the Royal Bank of Scotland over the last two years. Richard Groom commented "It is great that this project is still moving forwards as not only did the SMEs get a lot out of the focus on their businesses, but I have to say so did we. There are definitely different challenges to be considered when smaller companies develop their brands."
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