As robe makers to every British monarch since 1689, Ede & Ravenscroft has an unrivalled history of quality, craftsmanship and tailoring. In more recent years, E&R has rapidly diversified its services to include menswear tailoring, graduate gown-hire and photography. The company is one of very few organisations with permission to use all three royal warrants. However, E&R was concerned that its brand had been diluted over time, and was being used inconsistently across the organisation. Nucleus was asked to review the whole brand strategy, including the definition of a brand proposition, and to assess its brand architecture, website and marketing communications. We assessed E&R's business requirements by carefully interviewing all the senior employees, including Board members. Consequently, we recommended that the brand required only minor refinements, to support its existing heritage and to enhance its reputation for excellence and innovation. We created a proposition that engaged their demanding and diverse audiences over each of their business units, and then we designed detailed guidelines that brought the brand up to date - giving it full credibility within its peer group.

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