Over the years the RTE brand has developed, from a singular public service brand to multiple brands, serving both public and commercial needs. This has caused fragmentation between operational units and lack of clarity as to the relevance of their perceived brand core.
“What we have clearly seen in our overall assessment is that RTE is struggling to reconcile the need to compete for relevance with its origins and public service obligations”.
(Client problem definition)
A detailed audit was conducted covering all brand activity and communications. The findings, in summary, highlighted a lack of common understanding and communication of what RTÉ means and what role it plays in Irish society. As a result of this, brands were being generated in isolation from each other, tactically, and in episodic fashion. There was no sense of a central value proposition. Without this overarching value proposition, the value of RTÉ is not the sum of its parts but the value delivered at the point of access. In some cases this value was conflicting.
This audit played a central role in facilitated a workshop, delivered in collaboration with Creative Inc. Key RTE staff across all brands, were brought together to review the brand and map challenges and explore opportunities.
This workshop was designed to bring these issues to the table in a structured and constructive way, with creative stimulation.
The outputs from the audit and workshop session were formulated into a report and recommendations on the RTE brand and opportunities for development.
