Brand Strategy | Customer Segmentation | Brand Architecture
In 2018 Genesis was appointed to undertake a project to support the repositioning of the An Post brand and drive its relevance with a younger demographic in order to sustain the business into the future.
At the core of this project was the development of a bespoke customer segmentation model to support the creation of a competitive brand strategy and new brand, product and service architecture for both the business to business and business to consumer product ranges.
In partnership with An Post, Genesis developed physiographic based segmentation strategy and a customer centred brand strategy. This work was underpinned by the development of brand architecture solution and naming system that made it easy for business and personal customers to navigate An Post’s offerings and support the execution of its business strategy. This led to extensive rationalisation of brands and the creation of a new simplified brand architecture model.
An Post has halted its decline and is playing a central role in Irish life and the economy, transitioning from an old mails world to a new world of e-commerce with a range of product and service offerings that is attracting new customers. An Post is now amongst the best performing postal services in Europe, tops the list of the most trusted companies in Ireland and named Company of the Year at The Irish Times Business Awards 2020.