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MandM Direct relaunches brand proposition with help from Howell Penny

Link to Press Release featured in The Drum

European discount retailer MandM Direct has undergone an intensive process to redefine and refresh its brand proposition, resulting in a relaunch of the brand this week.

Retail and shopper marketing agency Howell Penny was brought on-board to help create a communication framework and guidelines for the new creative execution and tone of voice.

The agency’s brand clarity process was employed to refine MandM Direct’s brand proposition as well as to help create a personality for the brand accessible to its core audience of young males.

The relaunch activity includes a new logo and website along with ongoing changes to the brand’s catalogue and on/off line customer messaging.

“Howell Penny’s retail marketing expertise has helped us define and deliver a fantastic new look and feel to help our audience understand what ‘MandM’ has to offer and why customers should shop with us,” commented CEO of MandM Direct, Jonathan Brown.

Howell Penny client director Marc Rigby added: “Over the years, our brand clarity process has helped a number of retailers and brands refine their brand propositions and in doing so, create visual and verbal identities that achieve real emotional and rational cut through with their shoppers.”