Which? Unveils New Brand Platform, ‘The Power in You’
Today sees the launch of the new ‘The Power in You’ brand platform from the not-for-profit organisation, Which?. The aim of the platform, amplified by an accompanying advertising campaign and hero spot ‘The Quiet Riot’, is to reestablish the brand’s purpose-driven role in society. It was created in collaboration with independent creative agency Neverland and media partners Goodstuff and Brainlabs to act as a powerful call to action for UK consumers to recognise their rights and make more confident purchasing choices.
As a brand, Which? is all about trust and that’s in short supply among consumers right now and, at times, actively missing from the media. It's amid these conditions that Which? decided to pursue a brand refresh and a rearticulation of its brand purpose. “Which? has big ambitions for 2030, including doubling our impact for consumers. We know our brand, and the way people perceive it, is critical to that success,” says head of brand Kat Chinnock.
Kat notes that “being a consumer is becoming harder and harder” when “people are feeling inundated with countless products, brands and conflicting messages. Too often companies are putting profit over people, and it can be really tricky to know who to trust and what to choose.” The new landscape consumers find themselves in makes a self-evident case for a brand like Which?, known as it is for trusted, independent product reviews.
Less known is its broader work in advocating and campaigning for better standards and providing practical advice to help consumers understand their rights. Which? sees that today’s consumers are feeling increasingly powerless and unsure who to trust. The consumer champion’s research reveals that six in ten (60%) people feel it is hard to trust the information and advice available when choosing products and services, while over half (55%) think that the quality of products and services seems to be getting worse.
“As we look ahead for consumers, we see a world full of change, a world where Which? is needed more than ever,” she adds. The new positioning and campaign is “a step change to show consumers who we really are, to differentiate ourselves from competitors and prove that we put people first. We knew it was time to harness our purpose and face into the situations consumers are finding themselves in.”
The new brand platform is all-encompassing and signals a departure from the previous brand strategy. It needed “to wrap its arms around the whole organisation, whereas previously it had been more focused around our reviews and advice,” Kat explains. It had to be bold, feeling “more active, emotional, and clearly put people first.” Functionality aside, Which? knew it also needed to be surprising, “because people aren’t aware of the incredible work we do.” And fresh too, “standing out in the sea of sameness,” according to Kat.
“We wanted to tap into the emotional benefit of Which?, the power of what we do and give to consumers as we are often seen as cold, scientific, even governmental!” Yet Kat notes that the brand “has always had the courage to stand up to authority and challenge the status quo. This fearless spirit is exactly what consumers need today. It was time to bring that energy to the forefront of our brand and let it shine.”
Behind the new strategy is a wealth of research and insights made up of proprietary data "alongside trend analysis, market reports, and trust studies, particularly the Edelman Trust Barometer and the Trust Equation, the latter helping to shape our brand pillars so we maintain the hard-earned trust in our brand through everything we do,” Kat says.
And the brand talked to real consumers to see what’s affecting them today, including “current Which? users and non-users to get a sense of their worries.” Common themes quickly emerged, says Kat, “people concerned about the ethics of the brands they used, the cost of living, and how to navigate the confusion of the internet.”
“The headline was clear: people are feeling a loss of control and power in today’s world. But in reality, they have more power than they realise, in the choices they make, the way they act, and the decisions they take every day. Which? is perfectly placed to help unlock the power of consumer choice.”
As a brand, Which? has a long history and strong legacy. Refreshing a brand with such an ingrained identity had to be balanced with considerations around how to preserve its heritage and trust. While Which? could have taken a safe route, “one that wouldn’t risk alienating our existing audience”, it would have “trapped [the brand] in uninspiring and outdated perceptions.” A pure attention grab wouldn’t have worked either as it would be at odds with the brand ethos. “This would have undermined the trust and legacy Which? has built and earned over the years. Both of these approaches would have been wrong for us, and a complete waste of budget.”
“Which? needed to feel bolder, more human, and more dynamic. We knew we had to create something unexpected, confident, fresh, yet still relatable. Above all, it needed to be people-centred and honour the brand’s heritage,” Kat says. Which? worked with the agency Neverland – “as they share our outlook and care” – to consider every element of the new brand platform and campaign to create something “thoughtful, unique and modern” while respecting the heritage and legacy.
Kat says the time felt right to evolve Which?’s overall image. “From a dog-eared magazine in a dentist’s waiting room to a bold partner for modern life. We needed to feel more modern and relevant to new audiences who don’t realise all that we can do for them. That’s why we’re bringing more warmth, positivity, energy and humanity into everything we say and do.”
The creative intent was to “produce comms that felt distinctly British and trustworthy, but still modern and interesting. We know that consumer issues are big and scary for many, so our tone of voice was carefully designed to help balance this – we are witty without being silly, and we shine a light on issues, without scaring people off. We didn’t want to lose the assets people know us by, such as our brand colours or our logo, but we’ve updated how we use them visually to feel fresh. Our new lockup for ‘The Power In You’ works in partnership with our logo to help embed our new brand platform.”
The hero spot, directed by Angelo Cerisara and narrated by actor Paul Ready (airing exclusively on Channel 4) is the first in almost a decade, but Which? isn’t stopping there. The brand is doing “a big focus on social and digital discovery platforms, where younger consumers are most active. We also have a wealth of experts so are leaning into more UGC-style content and playful social activation to capture attention, and deliver refreshing and relevant content,” Kat explains.
For Which?, the brand platform launch is much deeper than a new visual identity and is being implemented from the top down to embed it across the whole of the company, internally as well as externally. “It’s transforming our internal culture too,” states Kat.
“Which? has always been home to passionate people who believe deeply in our mission to stand up for consumers. This new brand strategy harnesses this, taking it to a new level by uniting everyone behind a shared sense of purpose and bravery.” While developing the platform, “we partnered with our HR team to create a new set of internal values that reflect this courage and commitment. We’ve also brought the entire organisation on the journey; through engaging presentations and workshops that ensure every team member understands the platform’s purpose, their role and feels inspired to bring it to life in their work.”
