M&S has five major (core) principles that have driven both the direction taken and products that the company has produced for 125 years.
- Quality - M&S strive to promote an image of quality service & products.
- Value - having started out as a penny store, value is a key pillar of the company, while prices have changed, keeping value of service has remained through out the years.
- Innovation - M&S have aimed to keep ahead of the crowd with new products and ideas, helping customers by bringing them useful items (such as the machine washable suit)
- Trust - a theme through out the years has been trust, working both ways between the company and its customers. Running a bazar that opened straight onto the street showed the company as trusting, and the returns policy introduced gives reassurance to the customers.
- Service - M&S are constantly looking at ways to improve the service provided, for example Rayner's reports across the company looking for any flaws to be worked on.
Good, now look into the core principles of your chosen brand. Think about the different contexts in which the ads you create are going to sit.
ReplyDeletebest wishes,
J