View
472
Download
5
Category
Tags:
Preview:
Citation preview
Date dd/mm/yyyy Prepared for Xxxxxxxxxx
www.endpoint.co.uk Endpoint 165 Tower Bridge Road London SE1 3LW T +44 (0)20 7089 2670 F +44 (0)20 7089 2671
A guide to successful brand implementation
Page 2 Gideon Wilkinson Co-Founder and Managing Director of Endpoint
Your Host
– 15 years managing Endpoint – Previous career in brand agency world – Work across multiple sectors – Clients include:
Apple Ernst & Young Barclays John Lewis Santander
Page 3
Page 4
Page 5
So what drives brand change?
Page 6
What drives a brand change?
Page 7
5 common rebranding myths
Page 8
1st rebranding myth
The marketing team can handle everything
Page 9
C suite
Page 10
All stakeholders
Page 11
2nd rebranding myth
It’s just about the logo
Page 12
Physical assets
Page 13
People and culture
Page 14
Products and services
Page 15
Communications
Page 16
3rd rebranding myth
Focus on the design first
Page 17
Typical process
Page 18
1:20
Page 19
Best practice
Page 20
4th rebranding myth
We have everything in-house to manage the rebrand
Page 21
7 years
.... on average between some sort
of brand change
Page 22
3 years, 9 months
.... average tenure of a CMO
Spencer Stuart – May 2013
Page 23
44%
...of marketer's planning to move in 2013
Marketing Week – Jan 2013
Page 24
Page 25
5th rebranding myth
We have the guidelines, our branding project is finished
Page 26
Managing the brand day to day
Page 27
Manage the physical asset quality
Page 28
Manage continued expansion
Page 29
So... Where do you start when
planning your implementation Strategy?
Page 30
Understanding VOF
Page 31
Interrogate the organisation
Page 32
Asset inventory
Page 33
Rationalise and consolidate
Page 34
Prioritise
Page 35
Establish rollout scenarios
Page 36
Plot high level timelines
Page 37
Determine scenario based costs
Page 38
Establish implementation road map
Page 39
So... to summarise
Page 40
Summary
– Plan plan plan, earlier the better – Implementation is communication – Inventory, Budget, Resources – Clear roadmap with expectations – Branding is a verb not a noun – Tools are better than rules
Page 41
Any questions...
Recommended