‘Extras’ on the benchGo back
Following the recent research by Warwick Business School into the Cognatum brand and how we should promote ourselves, design agency MCC, who have a long association with Cognatum, began working with us on a new website. One of our main aims was to have an online presence that truly reflected the vibrant life of our estates, making it clear that people rather than properties are at the heart of Cognatum.
To this end a photo shoot was organised in Marlborough and Hungerford at the end of last summer, involving both professional models and some of our homeowners as extras, to keep things grounded in reality. Non-executive director Guy Mossop and our Communications Manager Rachel Pollard worked closely with MCC to plan the day, with Guy even making an appearance as an extra in some of the shots. Everyone involved found it an enjoyable day, including the professional models who, despite having just come from a splendid shoot with the National Trust, were very complimentary about the appearance of the estates as well as the friendliness of our ‘extras’.
The new website launched in the autumn and offers much more of a focus on the unique character of each of our 60 estates, spread across some of the most beautiful counties in central and southern England. They all have their own page with icons depicting the key features and nearby attractions highlighted. We very much hope that this will help to bring alive the opportunities that come with the Cognatum lifestyle; such as spacious properties, flexible and adaptable to changing tastes and fashion, in prime locations with beautifully-designed buildings and gardens and services that are sensible and affordable.
The new website also provided an opportunity to refresh our branding, with the familiar trefoil, which represents the merging of companies with common ethos and values, evolving into a crisp and contemporary new emblem. These marketing developments have been paid for by Cognatum Property, using funds from resale agency income, as part of the commitment to ensure that our estates retain their reputation and value.