Following a period of significant organisational and structural change, Aspire’s leadership team recognised the need for clearer direction and stronger alignment across the group.
The board articulated the challenge succinctly: the organisation needed a clear line of sight on how to be brilliant — for customers, communities, and colleagues.
Distinction Consulting conducted contextual research alongside confidential, senior-level insight discussions with executive leaders, heads of service, and strategic partners across group entities.
To deepen understanding of operational reality, the engagement included:
• Visits to key sites, including shared ownership schemes and an apprentice training centre
• Observation of leadership decision-making through board meeting attendance
• Time spent with the marketing team to understand capability, role clarity, and internal perception
This immersive approach revealed how the organisation functioned in practice — not just on paper — and where greater clarity and alignment were needed.
Evidence-based insight led to practical recommendations that strengthened Aspire’s ability to operate as a cohesive, forward-looking organisation.
Key shifts included:
• Development of a refreshed corporate brand and positioning
• New ways of working that encouraged bold thinking and clearer communication
• Improved collaboration and alignment across group entities
• Elevating the role of marketing and communication within leadership decision-making
A Group Head of Marketing & Communications role was subsequently created to support strategic alignment and delivery.
Clearer organisational positioning and direction
Stronger cross-group collaboration and communication
Marketing elevated as a strategic leadership function
More targeted and segmented marketing activity
Improved performance outcomes across key initiatives
