Repositioning a media brand in a competitive environment

In 2009, La Sentinelle, one of the most successful multi-media groups in Mauritius and the Indian Ocean region, appointed Brand In One to help create, develop and implement a new strategy for growth on the local and regional market.


After a detailed Brand Context Analysis and various lively workshops, the result was the development of:

•  A brand promise ‘’Pour devancer demain (“Ahead of tomorrow’’) which underpinned La Sentinelle’s passion for the country and its desire to contribute to its development by leading the way in the media sector. The brand promise highlighted La Sentinelle’s pioneering spirit which has always been its trademark, together with a passion for innovation, quality and rigour

•  Brand DNA platform including brand values: ‘’Excellence, independence, creativity, optimism & credibility’’ (envisioning workshops)

•  Brand architecture & portfolio strategy (Semi endorsed strategy, Sentinelle Expression; Sentinelle Impression; Sentinelle Edition; Sentinelle Communication)

•  New brand identity + brand guidelines (developed with the help of a creative partner)

•  Brand experience (customer journey workshops: translating the promise into a valuable experience)

•  Brand communications strategy

The energised, repositioned and revamped Sentinelle brand was introduced during an official launch of the new logo and brand promise in January 2010 and was promptly followed by the launch of the newly redesigned and much read l’Express national newspaper.

La Sentinelle

Brand Insights + Analysis, Brand Benchmarking, Brand Strategy + Positioning, Brand Architecture, Brand Mission + Vision + Values Development, Brand DNA Platform, Brand Communications Strategies, Employee Engagement

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Brand In One

“Valérie n’a gardé de ses vins de Fronsac qu’elle cultivait jadis sur les terres tourmentées de ses parents que leur caractère vigoureux, entier, corsé et puissant. C’est cette Valérie là que nous aimons, celle que nous avons appris à apprécier. La battante, celle qui fonce, qui sait ce qu’elle veut et comment l’obtenir, mais aussi la pétillante, l‘engageante, l’extravertie qui sait gagner son monde. Elle a créé sa propre entreprise Brand In One, et c’est ainsi qu’elle est venue nous démontrer combien La Sentinelle était une marque qui n’en était pas une. J’ai vu à l’oeuvre cette boule d’énergie, cet engagement total dans l’objectif à atteindre, et surtout la grande sensibilité de Valérie. J’ai bien vu ce que Passion de Magondeau, de bonne tradition familiale, n’a cessé de proposer : à la fois de la puissance et de la rondeur, du caractère mais aussi de l’équilibre.”

Jean-Claude De L’Estrac, Former Chairman - La Sentinelle Group

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