Principal Charlotte Square


Brand Positioning research has been a core specialisation for us since day one, and remains an integral part of our offering.

This image relates to a fascinating project we conducted for Principal Hotels, where we were briefed to conduct international trend research, UK consumer and trade insights plus brand development work relating to a total relaunch of hotels operating in the ‘upscale four star’ space.

We therefore ran a wide range of expert and consumer depths, focus groups, competitive set research and detailed desk work, alongside creative agency liaison and marketing consultancy etc.

The specific areas we researched included: Britishness, Business & Leisure Travel, Print & Digital Communications, CompSet, Core Messaging, Gym/Spas, Food & Beverage, Hospitality, Communities, Style, Promotions, Retailing, Service, Surprise & Delight, Technology.

Further to this project, we’ve worked with the clients in Europe and the US, and on additional UK relaunch and positioning activity. They’re a fantastic brand and the hotels are truly stunning.