Developing a Brand Framework for Success

Over the last 10 years they have grown significantly and continued to add products to their range. This resulted in a fragmentation of messaging and branding across all channels. Continually diluting their brand awareness and potentially losing market share to new entrants.

Montagu is a well known & trusted South African brand, launching new brands to compete with new entrants will result in Montagu not leveraging their equity in the market and will likely result in loss of market share.

To adopt a Masterbrand approach to all the products in their portfolio and new ranges should fall under the Masterbrand. Defining key segments within the category and developing products that meet their needs without cannibalising the rest of the portfolio.

Consistent and impactful communication across all channels and products, successfully defending their position in the market and creating a springboard for new product innovations.