Bang launches Housing Plus

The Midlands based Group, with turnover in excess of £21M, appointed Bang in 2008 following an open pitch of over 40 agencies. Bang's work began with an extensive marketing research strategy that challenged the Group's former positioning and brand structure.

The research unveiled that the housing sector demanded a values-led Group. This led Bang to develop the brave ‘Together for the Right Reasons' positioning for Housing Plus.

Chris Garratt, Marketing Director at Bang explained "The housing sector has witnessed wholesale change in recent years. Much to tenant's dismay, many associations and Groups appear to be losing touch with their roots, we wanted to develop a Group for associations who place principles at the heart of their corporate strategy".

The repositioned sub-brands also play an important role in the Group's revised brand by highlighting Housing Plus' willingness to embrace and nurture individual identities. Chris Garratt continued "By adopting a ‘house of brands' hierarchy from the outset, Housing Plus has sent out a strong message to prospective strategic partners".

Bang handled all aspects of work for the redevelopment of the three brands, including research, brand creation, naming, positioning, internal branding and communications, advertising, the brand launches, building the brands' on-line presence and the creation of a powerful brand film – which is already attracting significant interest from across the sector.