A full audit of the brand and its existing channels, functions and consumer perceptions was conducted then combined with workshopping, marketplace study, competitor case study and other methodologies – to get a full understanding of where, why and how the brand can better connect with new target audiences.

To enable McQueens to pivot its positioning into a consumer lifestyle brand with a fresh cultural appeal, these insights are drawn from to create a new strategic approach – including brand identity, messaging, audience tribes and relevant marketplace trends to capture.

Finally, a marketing planning project is undertaken to blueprint exactly how the new strategy should be implemented across various activities, from content and partnerships, to influencers, PR, and beyond.