Rogers has always played a broad and essential role in Canada. In leading the way to the best experiences that media can offer, it has seized the day in meeting Canadians’ changing communication and entertainment needs. Its successful brands are testament to that. However, to continue to be successful—and relevant—brands need to be certain about what they stand for. And what drives their customers. And what value they deliver. In the context of today’s relentlessly competitive business environment, Rogers’ leadership team invited L5 Strategy Group to help kick-start a fundamental rethink of its corporate brand strategy and for some of the most important brand assets within its portfolio.
A ‘Customer First’ mentality was put forward as the defining imperative to grow the business. This is where LEVEL5 excels. Our BrandMap™ and BrandCard™ tools enable a deep and measured dive into determining the most powerful and ownable drivers of customers’ brand choices. This we did—with Sportsnet, the Shopping Channel, and with Rogers’ iconic publishing brands Maclean’s, Chatelaine, Flare, Hello and Today’s Parent.
The insight gained from the research and strategic planning workshops helped Rogers’ brand custodians make some gutsy choices about where to focus their energies, based on what their customers told them was really at the heart of their purchase decisions.
Action follows planning, and when you’re working with an organization as broad-based as this, there are plenty of pieces to put together. Our strengths in managing collaborative change were welcomed by Rogers—strengths we gained from years of leadership experience at the most senior levels of corporate culture. L5 went to work—aligning teams, developing performance scorecards, crystallizing marketing strategy, and advising on many of the operational tasks that presented themselves in light of the revitalized strategy for the brands.
There’s a re-invigorated organization that is well-positioned to deliver the sustained growth that’s expected of it, and with a clearer sense of how its brands are core assets that contribute to enterprise value. And we played a part in all that.