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</script>{"id":35170,"date":"2021-03-25T20:32:11","date_gmt":"2021-03-25T20:32:11","guid":{"rendered":"https:\/\/www.liftingroup.com\/blog-en\/identity\/grupo-abello-elabora-su-plan-de-comunicacion-y-arquitectura-de-marcas-de-la-mano-de-lifting-group\/"},"modified":"2021-09-07T09:38:52","modified_gmt":"2021-09-07T09:38:52","slug":"group-abello-elaborates-its-communication-and-brand-architecture-plan-with-lifting-group","status":"publish","type":"post","link":"https:\/\/www.liftingroup.com\/en\/en\/blog\/group-abello-elaborates-its-communication-and-brand-architecture-plan-with-lifting-group\/","title":{"rendered":"Together with the Ferrer Abell\u00f3 Group, we develop its communication plan and brand architecture."},"content":{"rendered":"<div class=\"wpb-content-wrapper\">[vc_row][vc_column]<script>jQuery(function($){$(\"header#header\").addClass(\"transparent-header\");$(\"main#main\").addClass(\"main-with-transparent-header\");});<\/script>[\/vc_column][\/vc_row][vc_row el_class=&#8221;font-size-text-default&#8221; css=&#8221;.vc_custom_1575023690772{margin-bottom: 45px !important;}&#8221;][vc_column css=&#8221;.vc_custom_1578494990562{padding-top: 2% !important;}&#8221;][vc_wp_text]<strong>Ferrer Abell\u00f3<\/strong><span style=\"font-weight: 400;\"> is a family holding company dedicated to the retail distribution of energy since 1965, with a total of <\/span><strong>5 independent brands<\/strong><span style=\"font-weight: 400;\"> dedicated to the distribution of diesel and will soon launch its new multi-energy brand (electricity, gas and diesel).\u00a0<\/span><span style=\"font-weight: 400;\">With a presence in Catalonia, Aragon, the Basque Country and Castilla-La Mancha, it has 38 physical points and more than 300 employees.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Its mission is focused on helping society to function, facilitating people&#8217;s energy consumption and ensuring that no consumer is left without energy. To this end, they base their activity and culture on 5 main pillars: agility, proximity, search for continuous improvement, simplicity and expertise.<\/span><\/p>\n<p><strong>The Ferrer Abell\u00f3 Group<\/strong><span style=\"font-weight: 400;\"> has entrusted <\/span><a href=\"https:\/\/www.liftingroup.com\/\"><strong>Lifting Group<\/strong><\/a><span style=\"font-weight: 400;\"> to develop a brand architecture strategy that defines the coexistence between the different brands that make up the group and allows creating a <\/span><strong>coherent and global communication<\/strong><span style=\"font-weight: 400;\"> both internally, under the challenge of transmitting and involving the team in the group&#8217;s value proposition; and externally, to effectively communicate each brand in their territories of influence.<\/span>[\/vc_wp_text][\/vc_column][\/vc_row][vc_row el_class=&#8221;font-size-text-default custom-width video-post&#8221; css=&#8221;.vc_custom_1611761375889{margin-top: 3% !important;background-color: #f5f5f5 !important;}&#8221;][vc_column el_class=&#8221;not-max-width&#8221;][vc_single_image image=&#8221;35175&#8243; img_size=&#8221;medium&#8221; alignment=&#8221;center&#8221;][\/vc_column][\/vc_row][vc_row el_class=&#8221;font-size-text-default&#8221; css=&#8221;.vc_custom_1575023690772{margin-bottom: 45px !important;}&#8221;][vc_column css=&#8221;.vc_custom_1578494990562{padding-top: 2% !important;}&#8221;][vc_wp_text]<span style=\"font-weight: 400;\">The project, led by the<\/span> <a href=\"https:\/\/www.liftingroup.com\/consultoria-negocio\/\"><b>Consulting team<\/b><\/a><span style=\"font-weight: 400;\">, has been carried out through an initial analysis phase with the objectives of:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Identify the<\/span><b> positioning<\/b><span style=\"font-weight: 400;\"> of the group&#8217;s brands and their current communication.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Identify the target audience of each brand as well as their current <\/span><b>touchpoints.<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Analyze the <\/span><b>competition\u00a0<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Analyze the opportunities for <\/span><b>synergies <\/b><span style=\"font-weight: 400;\">between the different brands of the group.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Under these premises, the team was able to focus on defining a <\/span><b>brand architecture strategy<\/b><span style=\"font-weight: 400;\">, where each brand has its own channels, actions and messages, as well as opportunities to collaborate with its complementary brands. In addition, the necessary actions to implement this architecture were proposed, both at the level of reviewing digital and corporate resources and at the level of planning through an action plan.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At this point, the Ferrer Abell\u00f3 Group is committed to the development and implementation of its communication, in order to be able to communicate as a group with the staff of its different brands in a homogeneous way and make them participants in it. To this end, we are excited to announce that Ferrer Abell\u00f3 has trusted Lifting Group as its marketing partner to implement its communication plan: Since March, our<\/span><a href=\"https:\/\/www.liftingroup.com\/en\/marketing-outsourcing\/\"><b> Marketing Outsourcing<\/b><\/a><span style=\"font-weight: 400;\"> team has been working to carry out internal and external communication actions for the group&#8217;s brands.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At <\/span><a href=\"https:\/\/www.liftingroup.com\/en\/\"><b>Lifting Group<\/b><\/a><span style=\"font-weight: 400;\"> we are committed to each and every one of our clients, to achieve the expected results and exceed expectations every day.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We thank the Ferrer Abell\u00f3 Group for the trust placed in us and the opportunity to grow together.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n[\/vc_wp_text][\/vc_column][\/vc_row]\n<\/div>","protected":false},"excerpt":{"rendered":"<p>The Ferrer Abell\u00f3 Group has entrusted Lifting Group to develop a brand architecture strategy that defines the coexistence between the different brands that make up the group and allows the creation of a coherent and global communication both internally, under the challenge of transmitting and involving the team in the group&#8217;s value 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