A project to reposition the Freeview brand in the UK. In the face of Sky and all the other alternatives there was a need to clarify exactly what Freeview is. Confusion was rife amongst potential audiences and, for instance, amongst retail staff in electrical stores, who often described Freeview incorrectly. The task was to simplify the brand and the proposition, to position it as the sensible, uncomplicated, 'all the telly you want', option.
Strategy project completed whilst Head of Strategy at the wonderful DixonBaxi