Platform (Part of the Britannia Group)
With over ten years experience in this specialist market, Platform is the intermediary mortgage lender of Britannia Building Society. The business bravely decided to treat the current economic downturn as an opportunity and so engaged 'i-am' to help them create a more powerful position for their brand.
The Brief:
Lisa Ibbotson, Marketing Manager at Platform explained, “We wanted to bring the brand to life in a way that engaged employees and was more than just a logo and strapline. Through some early conversations with 'i-am' we realised that we needed to bring our customers to life and bring them right into the centre of our way of doing things”.
The Solution:
'i-am' introduced an approach that engaged hundreds of employees in identifying the ultimate Platform customer experience. This culminated in two Customer Summits and a series of workshops involving all employees who were tasked with identifying and designing key 'Platform Moments' - interactions where the opportunity existed to differentiate Platform from its competitors. These events were high-energy, high-engagement events that enabled honest and open conversations between frontline employees and the Leadership Team. The use of actors to bring alive some of the 'Platform Moments' helped to create what was described by several employees as “the best corporate event we've ever attended”.
The Result:
The detailed design of the 'Platform Moments' followed and have now been fully implemented. The feedback from customers has exceeded all expectations. Lee Gladwell, Sales & Propositions Director of Platform described the difference made by the 'i-am' approach. "When refreshing their brand, most companies use what I describe as a 'Fire, Ready, Aim' approach. That is, the Marketing Department decide what the brand should be and then tell employees and customers. With the help of 'i-am' we have done 'Ready, Aim, Fire'; we made sure that our Brand Promise was something that all our people bought into, a promise to our customers that we can now genuinely keep".
