Taylor Woodrow had launched an initiative to build the Bryant Homes brand. They asked us to help them better understand the decisions involved in buying a new home and consumer perceptions of the major players.

We designed a study to identify the triggers in the purchase decision and the impact of each on the value of a new home. We also looked at the current perceptions of Bryant Homes and the other major builders.

Putting these insights together we were able to make firm recommendations for the future of the Bryant Homes brand. We identified a positioning that is both motivating (‘want to buy and prepared to pay more’) and credible (building on existing brand perceptions).

We also identified key areas of critical importance to buyers where Bryant Homes should focus to develop competitive advantage.