Case Study: The Ernest Cook Trust strengthens its brand and land stewardship story with UnitedUs

The Ernest Cook Trust transforms land stewardship with UnitedUs after talking to 140+ stakeholders

The Ernest Cook Trust, a charity and landowner, faced fragmented perceptions and internal ambiguity regarding its vast landholdings. It needed a cohesive brand strategy to unite its diverse audiences and justify its landownership as a vehicle for impact. The vendor, UnitedUs, was engaged for a brand repositioning service to address this challenge.

UnitedUs conducted an extensive discovery phase, engaging over 140 participants to unearth the Trust's heritage. They developed a new brand platform centred on the concept of "visible, active stewardship," shifting the narrative from passive landownership. This new positioning, encapsulated in the phrase "When land is well-managed, life is well-lived," became central to the Trust's strategy and is now evidenced across its structure, goals, and actions. The work ensured the Trust remains a leader in the national conversation on the countryside.

The Ernest Cook Trust