Client: Mary Lennox
Project: Repositioning
The invention of botanical consultancy for brands
The market for floral styling is fragmented - characterised by many small local players. In addition, many such businesses spread their focus across many potential business areas, including events such as weddings or similar events where repeat business opportunities are limited and have low-profit margins. Many such businesses face growth challenges caused by limited scalability and trying to serve a wide range of audiences. We faced the challenge of how to carve out a new positioning for a trend-setting flower business and create a unique and never-seen-before market offering.
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A unique positioning
Standing out from the crowd required formalising the business model, defining a new value proposition, and pivoting towards specific B2B audience segments.
A clear brand purpose, articulating the core values, and defining the future desired audience, saw the brand evolve from a floral stylist into a B2B botanical set design and consultancy for brands who seek to reach Innovators or Early Adopters within the businesses of potential clients.
Marketing Directors with Innovator or Early Adopters values are the primary audience required for the brand's successful launch and rapid adoption. Using our Values ModesTM audience analysis tool, we profiled and interviewed marketing decision makers within businesses holding Innovator or Early Adopter values to determine their underlying challenges. Prototyping the value proposition with decision-makers was essential to ensure resonance.
The future is bright
The repositioning of Mary Lennox as a botanical consultancy for brands in 2019/2020 opened up a new and previously untapped market, leading to the acquisition of new clients such as American Express, Gucci, Mercedes-Benz, Nike, and RIMOWA. Besides significant revenue growth, the Mary Lennox brand has featured as a trend-maker in many premium publications worldwide, including Architectural Digest, Financial Times, Harpers Bazaar, The New York Times, and Vogue.