Hearsay – Rebranding Campaign
Landmark Hospitality Group owns (4) Hearsay restaurants in Houston, Galveston and The Woodlands, with a near term-goal of expanding to (10) units in Texas metropolitan areas including Dallas and San Antonio. Their senior management asked Axiom to conduct THE AXIOM™ Marketing Strategy Profile process and develop an authentic brand persona to capture Hearsay’s unique positioning and create branding and marketing campaigns that engage target audiences and energize Hearsay personnel.
Axiom conducted discovery, site visits and interviewed key personnel to inform the development of THE AXIOM™. A derivation of our traditional model, the profile was designed to also serve as an onboarding document for new personnel and launching new units. The original Hearsay at historic Market Square was the inspiration for the Hearsay “Chic Antique” brand persona. This brand position influenced new creative for the restaurants’ websites, billboard advertising, food truck wraps, video animation, To Go packaging and more.
“Our work with Axiom was particularly opportunistic as we move forward with launching our new Hearsay on The Waterway in The Woodlands, TX and identify our next strategic location. And, we completed the brand refresh and repositioning in time to create momentum for the Hearsay brand as our restaurants have reopened and we’ve accommodated guests’ increased needs for to go, delivery, private events and catering services.”
Dr. Lucky A. Chopra, CEO, Founder
THE AXIOM™ Marketing Strategy Profile is both a process and a deliverable — and it serves as the foundation and guidance for any subsequent, fundamental branding initiatives. Through this process, THE AXIOM identifies the brand truths of positioning and persona. THE AXIOM often also provides a customized tactical rollout plan to support and nurture the resulting new brand.
Month-over-month increases in website engagement after just four months of monthly search engine optimization services.