Bord na Móna  

Enabling an iconic brand to reach new heights

Bord na Móna has ambitious plans to become number one in each of their chosen segments, employ 3,000 people, turnover in excess of €1billion by 2030 and reposition the business as global leaders of the future. We were appointed to align the ambitious commercial strategy with a revitalized brand strategy.

Bord na Móna has ambitious plans to become number one in each of their chosen segments, employ 3,000 people, turnover in excess of €1billion by 2030 and reposition the business as global leaders of the future. We were appointed to align the ambitious commercial strategy with a revitalized brand strategy.

Challenge

Despite operating a diverse portfolio of businesses from home heating to renewable energy and waste recovery, Bord na Móna was very associated with its ‘peat and heat’ heritage. The combination of portfolio diversification and acquisitions through the years led to a weak and confused brand presence which diluted the scale, authority and leadership inherent in the company.

Solution

We created a programme of work that included a comprehensive brand audit, benchmark and competitive studies, consultative interviews, cross functional team workshops, consumer research and designed a creative process that would successfully reposition the business and bring all stakeholders along the journey. A fluid masterbrand system was developed where all existing and future companies would align behind one brand, and embrace one culture, to deliver one vision.

Result

  • Reputation moved from 66 towards Strong 73.4, RepTrak 2017
  • Research consistently confirms customers and consumers have more clarity on the positioning ‘Naturally Driven’
  • Winner of Transform Europe Award, Best Rebrand 2017 (Bronze)
  • Employee engagement scores increased versus 2015

RichardsDee have been a super team to work with. They brought creativity, challenge, structure, collaboration and more importantly, a calmness to the process. Their can do attitute was a major reassurance throughout the project, and we still had fun along the way. They became a true and valuable extension of our own team.

Orla Kane, Head of Brand, Bord na Móna.