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12th January 2018
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British Ceramic Tile launches new retail brand
British Ceramic Tile has launched a new retail brand in a move to drive increased sales through independent retailers.
The House of British Ceramic Tile brand has been rolled out to the company's community of independent retailers, marking the start of a sustained communications strategy designed to engage directly with consumers and drive them in store.
An extension of the existing brand, the new consumer-facing identity has a homely, approachable feel to it, and reflects the quality and diverse nature of British Ceramic Tile's offering, while dispelling the myth that tiles are confined to just the kitchen and bathroom.
British Ceramic Tile's marketing director, Caryn Clarke, explains: "By developing a brand that sees tiles move away from being purely a functional purchase to a design-led fashion statement in the home, we can develop campaigns that enable retailers to enter into a dialogue with consumers.
"The whole concept behind our new brand extension is to clearly communicate to consumers that tiles work across all areas of the home from the hallway and living area through to the bedroom, providing retailers with greater opportunities to generate sales."
With the House of British Ceramic Tile brand, the company plans to build on its position as a tile expert, providing consumers with tiling tips and advice, as well as design inspiration and trend forecasting. The brand itself is now live and can be seen across trade and consumer advertising, social media, POS and in-store support.
Image: Devonstone from BCT's Feature Floors range
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28th November 2014