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Who does your brand belong to?

Supplier: MoveGB    13 Nov 2019

Who does your brand belong to?

There used to be only one answer to this question: the company that grew it and invested in it.

But these days it’s not so clear cut. As a relatively young business, we’ve always been hugely passionate about protecting and nurturing our Move brand. And we still are. Only, we’ve come to realise - and respect - that our customers and partners own our brand at least as much as we do

At Move, we’ve recently been refining our core brand components. It’s been a really fulfilling process and has allowed us to look back critically at where we’ve come from - and where we’re going. We’ve looked hard at what we’re good at, and what we’re not so good at.

These days, customers now assess a brand on what it says, what it does and what it stands for. They increasingly expect brands to stand for something.

Accenture Strategy’s most recent global survey of nearly 30,000 consumers found that 62 per cent of customers want companies to take a stand on current and broadly relevant issues like sustainability, transparency or fair employment practices.

And in our case, if we’re honest, we’ve been so focused on growth that we started to lose sight of what our real mission was, and always has been.

We know that the Move model solves a real problem for the industry and all our fitness partners: customer retention. It does this by supplying customers with inspiring and convenient activity variety.

But our true purpose runs deeper than that. We do what we do because we want to help people live more active lifestyles, for longer.

Recently, ukactive’s great National Fitness Day campaign helped focus our thoughts even more. In the fight against inactivity, the task is to win both hearts and minds.

So, our refined brand purpose? It needed to be simple, meaningful and get across that what we do is as emotionally driven as it is physically driven.

MoveGB exists to move people for life.

What does your brand stand for?

Supplier: MoveGB

Move is the online fitness platform where consumers go to get active, and operators collaborate to keep them active for life! ‘Movers’ can access over 5,500 venues and 35,000+ different activities for one simple monthly fee. They love trying something new from gym, swimming and classes to dancing, climbing and even handstand classes! Movers are proven to have twice the visit frequency and 4x the lifetime value of traditional gym users. So, by listing your activities with Move, you can drive new, high value revenue streams by connecting with Move members looking for convenience and variety.

Web: www.movegb.com/partners
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