Welcome to The Right Group’s first Newsletter, designed to keep you informed with all the latest issues, events and trends happening with our company and the broader world of brand strategy and research.

The Right Group is a national strategic brand and research consultancy providing organisations with a highly effective approach to building, implementing and managing their brands by aligning brand strategy with business strategy.

As strategic brand experts, The Right Group regards brand as an enabler of sustainable competitive advantage. We work with our clients to derive maximum commercial advantage from their brands.

Our research services are often engaged as part of our work in brand strategy or can be commissioned separately. We work with our clients to provide insightful and actionable information, whether as part of a total solution or as a tactical understanding of specific areas of a business. The Right Group believes in the power of decision making based on fact based understanding.

However, we are happy to be judged by the company we keep. The Right Group’s rigorous approach to brand strategy, brand implementation and brand management has been engaged and continues to be by many significant companies in a diverse range of industries; Bunnings Warehouse in the retail sector, Hanson and Cement Australia in the industrial sector and Alinta in the energy and infrastructure sector.

A new identity for The Right Group

The Right Group’s new look recognises the direction and growth of the business. We have introduced an amended colour scheme and replaced the “tick” logo with a bold, contemporary logotype that underlines our position as a dynamic, client focused and commercially relevant consultancy.

Comment: Branding is too important to leave to the marketing department

David Kent Managing Director of The Right Group says in a recent article featured in the August Edition of Campaign Brief “branding has been viewed by many businesses as swimming in the shallow end of the pool. Unfortunately many creative consultancies have contributed to this view with their over reliance on promoting branding in line with what they are good at, creating a visual identity. Shallow thinking invariably delivers weak results which leave company boards, and CEOs with a jaundiced view of branding…A strong brand should be organisationally pervasive, adopted and delivered across all areas of a business and not simply the domain of the marketing department. It’s too important”.

The Right Group Introduces WeatherVANE™

To be effective and successful over the longer term all organisations must be able to regularly measure the drivers that have contributed to their success. Armed with the right information and a deliverable action plan the potential for exceptional business outcomes and improved business performance is enormous.

The Right Group’s proprietary organisational climate survey tool WeatherVANE™ measures the internal culture and general mood of how people view their work and the company they work for. People and culture are significant factors in developing and implementing business strategy and have a direct impact on a company’s performance and profitability.

For further Information regarding WeatherVANE™ Please contact David Kent, Managing Director, The Right Group on 08 9228 1711 or Mark Orson, Business Director on 02 9818 0941.

Download our WeatherVANE™ brochure.

Business Win

Dexion an Australian company operating in the logistics and office markets throughout South East Asia and The Middle East commissions The Right Group to undertake Climate Survey project as they pursue new operating efficiencies and opportunities for growth.

Managing Director, David Kent to conduct executive workshops in Malaysia on Internal Branding for Talent Retention

Successful brands understand the importance of standing out in a cluttered marketplace. However many organisations still continue to fall into the trap of promoting the brand long before they are capable on delivering on key promises. The challenge facing organisations today is to align their business activities, including internal culture with customer promises.

The executive workshops will be delivered in Kuala Lumpur at the end of November 2006 and will discuss the importance, benefits and framework required to truly “operationalise” brand. And how brand can be used as an organisational driver to attract and retain the best talent.

The Right Group appointed by Ausclad to develop their brand strategy

AGC (Ausclad Group of Companies) has appointed The Right Group to undertake a visioning and organisational branding project expected to last 15 months. With operations throughout Australia and South East Asia, AGC is an industry leader in total engineering solutions including fabrication, construction and maintenance across a variety of industries, including oil, gas and mining.

AGC’s Managing Director, Stuart Kenny has identified The Right Group’s approach to vision, culture and brand as an imperative for his business as he continues to manage exponential growth. Stuart says “the project is about ensuring all AGC people understand what the company aspires to stand for and where we’re heading”. The Right Group will work with all parts of AGC to ensure its brand becomes embedded into the day to day functioning of the business. Company-wide staff engagement workshops and brand leadership training for all managers and supervisors will be provided.