Morrisons - Telling a clear story about what matters

Morrisons was facing increasingly tough competition from the discounters, and was compelled to announce a fall in profits. These circumstances meant it was essential for the company to convey a clear sense of what made it different, and then to develop a coherent narrative for engaging the investment community around its strategy. Yet there were a number of disparate messages that didn’t add up to a consistent story, and even five or six competing taglines. Consistency of message was the first challenge Morrisons needed to tackle, as we helped them to come across as a company with a clear vision, and a plan to make that vision a reality.