Shifting perceptions of one of sport's best-known leaders
Sir Clive Woodward
Sir Clive Woodward
Research & workshops
Brand positioning
Messaging & tone of voice
Content strategy
Sir Clive Woodward is best known for leading the England Rugby Team to World Cup victory in 2003 and as Director of Sport for British Olympics during London 2012. What’s less well known is his successful business career and the digital coaching platform he developed, Hive. While his fame has led to great success as a media personality and public speaker, Sir Clive was looking to really develop his brand, offering and digital content in order to shift perceptions about what he does now and what he has to offer all kinds of people.
Sir Clive's work spans six distinct but linked areas, from media and public speaking through to his online learning platform, Hive, and the team that works immediately with him is small. While they could explain the value Sir Clive’s experience and approach brings, they couldn't do it without listing the different elements separately: there was no golden thread and no cohesive brand.
A clear brand strategy and messaging platform was needed to enable a coherent approach to content strategy and creation, moving Sir Clive away from an ad-hoc, hope for the best approach. This was developed through working in an iterative, collaborative way with the team. Deep-dive research was complemented with three workshops, each building on the the research’s learnings and the insights rom the previous session.
This led to the creation of a new brand and messaging platform against which existing content was audited and recommendations made for improving the team's output (e.g. re-cutting existing film, re-structuring digital content). A future content plan and strategy which includes the use of social channels and podcasts was also developed, along with ongoing consultancy to support with their execution.
