Branded

Knowhow

Branded helped to develop a new positioning, service proposition and name for KNOWHOW, Dixons Retail Group’s new after-sales technical support service, formally known as TechGuys.

Our work began with the commissioning and interpreting of an ethnographic consumer research project, from which we created a new brand proposition to instruct a step-change in service delivery and provide clear direction for revenue and margin growth.

The new brand has directed a new product range, pricing policy, customer experience and in-store communications, as well as a new brand identity created by Williams Murray Hamm. KNOWHOW is currently being rolled out across the Dixons Retail estate.

"We set out to build a new, fresh business within Dixons Retail.  We found a group of people who were heavyweight thinkers, highly creative, yet fiercely practical to work with."  Tim Fairs, Head of Marketing, Services, Dixons Retail Group.

"We set out to build a new, fresh business within Dixons Retail.  We found a group of people who were heavyweight thinkers, highly creative, yet fiercely practical to work with."
Tim Fairs, Head of Marketing, Services, Dixons Retail Group.