Rebrand supports 70% YoY revenue growth
Client
Genuit
Services
Strategy
Brand
Creative
Digital
Awards
Strategic Planning & Management
CMA Award 2021
The Challenge
This project was instigated by our knowledge of Polypipe, its current markets, and its potential future markets. Given that the acquisition of more businesses was outside of the Group’s main plastic pipe and drainage offering, SLG was tasked to undertake an in-depth review of the business at large to discover the real objective of the Group, and to investigate whether the brand of Polypipe accurately represented the business across the Group.
The Solution
We developed a strategy which included in-depth internal research of the Group and all its businesses. Interviews were set up to collate information regarding the name Polypipe and what it meant to external stakeholders. And so, the name that was synonymous with plastic pipes and drainage for more than 40 years – changed.
The Result
In the first six months following the rebrand, Genuit Group reported pre-tax profits of £33.8 million – up 7.6% from the corresponding period, while revenues leapt to £295.6 million, up 70% year-on-year. The Times also hailed the rebrand and its effect on the way the business is viewed by markets.
No. 1
Brand in the market for brand search
63.19%
Of all branded search (vs identified competitors) was ‘Genuit Group’
