Regus Group Strategic Positioning

The world's largest operator of temporary office space was faced with the challenge of the new mobile workforce—these days a cell phone, laptop, and internet connection is all anyone really needs. The brand strategy of "removing the boundaries of the traditional workplace" led to a host of new products and services that were not linked to renting office space— everything from on-demand conference facilities anywhere in the world to virtual administrative assistants 24/7. Not only has occupancy in office centers increased, overall penetration of the marketplace has grown fivefold.

 

Brand idea:
Regus depended on Sieck Growth customer insight, positioning strategy, hierarchy, naming and tagline.