ECD: Hi, I'm Andrew Coldscreams, executive creative director at Cochlea & Ampersand Brand Communicatrices, and this is Kate Smells. Thanks for the oppotunity today.
So. Obviously when we were first approached by Hatland - Your Local Low Cost Land for No.1 Hats, to consider re-positioning the brand for a modern audience, two things immediately crossed our minds very quickly indeed. 1) Just exactly HOW do you reposition Hatland, Your Local Low Cost Land for No.1 Hats, as a credible high street retailer that resonates with all of our core target audiences, but without alienating our existing customers and stakeholders? And 2) How do we do that in the coolest and most lucrative way possible?
EXEC: To answer these thorny questions, Andrew and I spearheaded some intital market research, asking women with heads what kind of hats they most liked to buy...
ECD: These results were plotted on a huge board... However, we found that for the majority of women, hats just were'nt a significant part of their lives.
EXEC: In fact, women liked a lot of things other than hats. And lot of things a lot more than hats.
ECD: Some of the things we found that women liked seemed quite irrational. For example, whilst hats scored very well in the Positive Feelings category, so did things like Sellotape, camping, "nice drinks", thermostats, and chests.
Therefore, having taken this into account, and in order to distinguish Hatland from its competitors, our proposed new brand positioning is based on the following.
EXEC: Bascially, we reckon that every time someone says the name of your shop, the theme from Emmerdale Farm should play and a Red Setter should run round your legs.
ECD: Yep, fuck the logo. It's "old hat" anyway.
[And they all laughed happily ever after.]
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