Principals partners with Godfreys to refresh brand – Mumbrella

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Godfreys has partnered with brand strategy agency Principals.


The announcement:
As part of the brand’s ongoing transformation, specialty vacuum and cleaning retailer Godfreys has partnered with brand strategy agency, Principals, to refresh the brand.
For 90 years, Godfreys has proudly been Australia and New Zealand’s leading vacuum and cleaning expert with 175 stores. With a loyal and established customer base, Godfreys is midway through a wide-scale transformation including store design, digital customer experience and a review of the wider marketing strategy.
Principals and Godfreys will co-create an all-new Godfreys brand strategy, tone of voice and refreshed visual identity.
As the retail sector faces changing economic conditions, shifts in consumer behaviour and the adaption of new technologies, Principals will work alongside the Godfreys team and key stakeholders in a staged process to develop a refreshed brand that meets Godfreys’ future ambitions.
Godfreys general manager of marketing Nathan Dixon said: “This partnership demonstrates our commitment to modernising and revitalising the Godfreys brand as we look to broaden our appeal while staying true to our long-standing history. We’re excited to work with Principals.”
Principals group strategy director Tim Riches said: “This is a great opportunity to work with a historic Australian brand and introduce it to a new generation of shoppers. From a Principals standpoint, this partnership highlights our expertise and continued growth in the retail sector.”
Principals has recently worked with retail brands including Officeworks, Kennedy and Target.
Source: Brooke Hemphill

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