Brand strategy
We’re currently working with the Donmar Warehouse on a brand strategy project. We’ve consulted staff and stakeholders widely – including two big all-staff workshops – and spent an illuminating qualitative research day with a range of audiences to explore their perceptions and priorities relating to the Donmar brand and experience.
We’re now working with the leadership team to explore the implications of our findings on future strategy and will be developing a simple brand strategy. This will be a practical tool to support teams in focusing on the key stories that describe the Donmar in ways that most resonate with audiences.
We’re also mapping where the theatre is perceived to sit in its competitive set to ensure there is a clear strategy for differentiation, ensuring those things that make the Donmar special are foregrounded at all times through all channels.
