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Lane Crawford
– Shaping a strategic direction

Iconic Asian retailer Lane Crawford came to BrandCap with a simple question – “where can our brand take us?”

In the context of a globalising luxury market, the successful business was looking at strategically employing brand to propel them even further ahead of the crowd. We worked with a cross functional team to set a stretching vision and articulate a positioning that put brand at the heart of their customer and partner experience. From there, we worked through the implications for their concurrent business planning process, identifying organisational-wide strategic objectives and the actions required to make them happen. We continue to work with Lane Crawford on making their newly defined brand a reality throughout the business.


What we delivered:

  • Brand strategy
  • Business strategy
  • Experience blueprint
  • Tone of voice