Relevance

Relevance is what it takes to be meaningful in a market where people have no time for you, and are bombarded by everyone else. Relevance means defining one-word that sums up a brand’s role in the community it lives in. One-word is all it takes to underpin a company, a product or a service and maintain meaningful and consistent strategy and communications over time. When Sylvie Barr at Cafédirect commissioned host to reposition its freeze-dried coffee product to justify the premium and drive sales, the one-word outcome was ‘uplifting’. The name became an altitude: 5065 (Five-O-Six-Five), the 5065 effect became uplifting for consumers (high-quality fair trade coffee), uplifting for the grower economies (increased revenues and investment), uplifting for new talented writers and performers, who have put their energy and passion into a live performance marketing initiative known as the 5065Lift ever since, and uplifting for sales that have grown strongly year after year after year.