Affirm WHAM’s role as brand guardian for Marionnaud by rolling out a global, digital audit
Context
Marionnaud is a premium perfumery and cosmetics chain, from France, with presence across 10 European markets. As brand guardian, WHAM conducted quarterly audits of its digital channels, to ensure it is executing on its brand positioning effectively.
Ask
Develop a framework for a brand audit and conduct these quarterly across Marionnaud’s digital channels in its 10 markets, ensuring brand alignment globally.
Process
We developed an audit framework based on their brand values and purpose, creating a set of measurable criteria against these, to evaluate ‘on-brandedness’. We used that as a basis to audit each market, across all their social content, website, and direct mailers, and provided recommendations for improvement.
