Case Study: Brian Bell Group, Client of Colony Group LTD - PNG Strategy

A strategic communications advisory

Brisbane  |  Cairns  |  Papua New Guinea

Brian Bell Group

The Brian Bell Group is a 100% PNG-owned company with a proud 60-year history. With more than 1,500 team members, this family enterprise is one of PNG’s most recognised and trusted brands and has changed the face of retailing in the country.

Colony Group was engaged to develop the strategic direction for the group across all divisions including Homecentres, Trade Electrical, Chemicals and Agriculture.

The Challenge

Simply put, The Brian Bell Group was an outdated brand. The advertising didn’t reflect the aspirational customer experience, the personality of the employees or the tone of the greater organisation. Brian Bell was the place to go when you wanted quality items and quality brands, but the advertising just didn’t tell that story. In a market that was starting to face increased competition, The Brian Bell Group required a strategy that retained all the best qualities of the existing brand but modernised it and brought the family connection back to the community.

The Strategy

Colony Group worked with the internal marketing team for a period of 3 months to really understand the workings and requirements of the brand. The strategy was not only about external communication, it was about transitioning the overall marketing performance internally and externally. Working together, Colony Group and The Brian Bell Group developed a strategic plan that focused on:

  • linking the family values of the group
  • the quality service and brands offered
  • a rich 60-year history in PNG
  • the on-going community giving programs via the Sir Brian Bell Foundation
  • and creating a unified group with numerous divisions providing an end-to-end solution for both retail and corporate customers.

The Brian Bell Group lacked the communication with the community. PNG wanted to hear from the Brian Bell Group and to reconnect with this beloved PNG brand.

The Results

Colony Group was trusted to deliver the largest brand shift the group had experienced in more than 60 years – managing the total marketing budget, including a substantial increase to the budget to deliver on the planned results. What occurred over the next 12 months was amazing. We connected the brand back to what made it special – family, people, fun, and being a proud 100% Papua New Guinean company. The research showed the reconnection, the increased foot traffic in stores showed the impact of the new brand direction/advertising, and overall percentage increase in revenue showed that the Brian Bell Group was more than an aspirational retail experience, it was a destination that had something for everyone.

The Work