Cross platform device and media awareness. I think I am trying to do this or my text in the city project. Having responsive designs on multiply platforms and omnichannels is more relevant and gets your brand/products across to more people of different age groups, demographics views and economic views.
I have not tried to change the brand Croft in anyway, I have however kept to their brand guidelines and standards, I do not want to change their brand in how it looks or feels. Its already well represented and got a lot of loyalty. My sub brand which Im selling (the affordable items which coming from John Lewis are usually costly) products for the house which isn’t quite yet a home.