The objective was to create a new brand positioning for The Gleneagles Hotel which clearly defines the unique selling point of the five star destination brand.

Our insight, with stakeholder interviews and market research, provided the basis of four brand cornerstones, which feed into the brand positioning. The consumer positioning is also supported by an internal staff behaviours positioning.

The brand positioning reflects the varied experiences and the emotive benefits of staying at Gleneagles, allowing marketing materials to target specific and wider audiences, and distinguish the brand from its competition.