Brother overhauls brand positioning to push “emotional”

Consumer electronics business Brother is overhauling its brand positioning to emphasise the emotional connection consumers can have with its products and not just the functional benefits.

Brother campaign
Brother campaign

The company, which makes fax machines, photocopiers and printers, has developed a new brand statement “At your side” in a bid to steal share from rivals such as Hewlett-Packard, Canon and Lexmark.

A pan-European campaign, the first in Brother’s new long-term brand strategy, will launch next week to push its A3 inkjet printers.

The £10m television, online and print activity, created by Grey London, highlights the impact of printing on A3 paper and aims to focus on the ambition of people who work in small to medium-sized businesses.

Antony Peart, head of European advertising and communications for Brother Europe, concedes that brand awareness is “quite low despite being top of mind in many product categories”.

“We need to shout about ourselves and show people what our brand stands for,” he says.

The campaign will also be backed by retailer point-of-sale and a pan-European PR activity. It will also be supported by a campaign microsite. Media planning and buying is being handled by MPG International.

Other Brother product ranges include labelling machines and domestic and industrial sewing machines. It operates in 19 countries with its European headquarters in Manchester.

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