Powerfully consistent global brand strategy: Goodman Group
When Macquarie Bank announced its intention to exit its stake in Macquarie Goodman in 2006, the global industrial property company was faced with the need to re-imagine its brand. Having acquired additional assets in the UK and Europe, the company needed to bring together four distinct businesses and align their positioning, culture and behaviours under a common brand architecture.
Brand Council was appointed to drive the development of the new brand strategy and identity via a process of staff engagement across the global business. The research, interviews and workshops, analysis and diagnosis process yielded a new brand name (Goodman), visual identity and brand strategy that aligned the core purpose with the company’s culture, communications and customer experience.
Subsequently, in 2015 Brand Council was asked to revisit the strategy and conduct a global study to review positioning, alignment, competitive framework, culture and the overarching B2B relationship strategy. This process involved interviews and workshops with staff and customers in all of Goodman’s markets, including Germany, France, UK, Poland, USA, New Zealand, China, Japan and Australia.
Brand Council continues to work with Goodman on strategy projects, most recently in 2018/19.
Goodman has gone from strength to strength and is one of the most respected global brands listed on the ASX; with consistent growth in the business and its share price over the last ten years.