The London Eye – at the turn of the millennium – was one of the earliest brands we helped to apply alignment thinking.
The first step was to develop its positioning and back then it could’ve gone in multiple directions. Here are just three of the options:
- The Highest: it was London’s tallest then. But it wouldn’t be forever
- Incredible engineering: impressive, sure. Compelling? Not for everyone
- Millennium celebration: its first name was the Millennium Wheel
Instead, The Tussauds Group (now Merlin) went for a direction based on ‘perspectives’. Research proved it was compelling and had staying power.
You see London from hundreds of different perspectives as you go round. That’s how the name was born and the experience was then aligned around the power of perspectives.
Today? The London Eye’s still smashing it:
- 3.7 million visitors a year
- UK’s top paid attraction
- Permanent fixture on London’s Southbank
By Gary Moss, Brand Alignment Partner at Definition
