‘Sharpening up’: One brand on embracing the ‘risk’ of a rebrand
Established 264 yeas ago, UK homeware company Salter was long overdue a marketing strategy, explains brand director Tracy Carroll.
When you step on the bathroom scales or weigh out ingredients for a cake, there is a high chance it’s a Salter scale.
Beginning its journey in Wolverhampton back in 1760, the Salter brand has been a feature of British kitchens, bathrooms and doctors surgeries for more than 260 years. The company’s popular spring-loaded scales have helped earn the brand an awareness score closing in on 80%.
However, as Salter’s product portfolio expands and it chases international growth, the brand recognised the need to evolve. It has been the job of Tracy Carroll, brand director of parent company Ultimate Products, to lead Salter through this change without damaging the brand’s heritage.
“It’s risky doing a rebrand for a brand that’s so well-known with high brand awareness,” she explains.
