Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy...

Putting it into practice:

Implementing a distinctive strategy and

identity in a commercial organisation

John Rhys

Chairman, S.A. Brain & Company

Co-founder, Heavenly Brand Consultancy

Family-owned company founded in 1882

S.A. Brain & Company

Brewery and head office in the centre of Cardiff

S.A. Brain & Company

250 pubs and bars in Wales and South-West England

S.A. Brain & Company

£120 million turnover; 2,000+ employees

Most famous for Brains SA and sponsoring Welsh rugby

S.A. Brain & Company

Brains brand = ....

Beer + Pubs + People + Company

Employees Trade Consumers

Gain full understanding of current perceptions of

Brains through comprehensive research programme

Starting point

Positives

Tradition, heritage

Familiarity, warmth

Local affinity

Quality beer

Appeal to older drinkers

Consumer research summary

Negatives

Old-fashioned, conservative

Uninspiring, predictable

Cardiff-Centric

‘Basic’ pubs

Alien to younger audience

Employee and trade research

Similar take to consumers

Established company, integrity as an employer, but...

...punching below its weight

...staid and risk-averse

...followers not leaders

...unenterprising approach to branding and marketing

Although, new management team beginning

to generate optimism for the future

To be Wales’ leading independent

brewing and hospitality business,

increasingly recognised by

consumers throughout the UK

Company vision statement

Externally

Increase trade and consumer demand

Raise profile of the company

Generate positive publicity

Improve relationships with other businesses

Why relaunch the Brains brand?

Internally

Enhance employee sense of pride and belonging

Improve morale and sense of esteem

Aspirational company to work for

Why relaunch the Brains brand?

Be engaging

Have a point of view

Be distinctive and different

Deliver it consistently

Requirements for revitalised brand

Must work internally and externally

Branding not just about external advertising & marketing

Employee understanding and buy-in is vital

Brand and its values delivered by employees every day

Both business-to-consumer and business-to-business

Requirements for revitalised brand

“There is little benefit to a

well-devised brand positioning,

if it remains something that people

decorate the walls with rather

than live during their working day”

Living the brand

“Value is created when customers interact

with the organisation, not just when they

consume its products or services…”

Living the brand

Most likely reasons to repeat purchase/visit?

Your people are vital to your brand

Product quality

Price

Treatment from staff

Brand reputation

Product range

Staff knowledge

Staff handling of query complaint

Promotions/special offers

How staff represented the company

Staff enthusiasm

Policies on community/environment

Advertising

56%

45%

41%

24%

23%

21%

17%

15%

11%

11%

6%

5%

Staff-related issues*

Quality/range of products/service

Advertising/promotions/brand

Price

Other

45%

17%

14%

13%

11%

Single most important reason not to repeat purchase/visit

* Staff-related issues include:-

- How staff treated you

- How staff handled your enquiry/complaint

- Staff enthusiasm

- Staff knowledge

- How staff represented the company

Your people are vital to your brand

Work out what we want Brains to stand for

Brains equivalent of:

Orange - forward looking – the future’s bright

Tesco – customer focus – every little helps

NatWest – helpful banking

Nike – self-belief – just do it

Researched a number of options

Refined into a single-minded solution

Developing the revitalised brand

A more confident Wales

Positivity

Core brand idea

Taps into new spirit and confidence within Wales

Reflects the feeling of positive change at Brains

Highly relevant to the drinks and hospitality market

A positive attitude is a great thing to have in life!

Why ‘positivity’?

Positivity works across the business:

o Company: positive culture change - a can-do attitude

o Pub staff: a positive welcome

o Sales force: never say “no”

o Marketing: more positive thinking from Brains

Alignment of internal and external communications

‘Positivity’ & Brains

External

Communication Internal Culture

‘Positivity’ & Brains

+

Migrating the Values

CORE

Tradition/Neutrality

COMPANY VALUES

Family Heritage

Integrity

Independent

Conservative

CORE

Positivity

COMPANY VALUES

Family Heritage

Integrity

Independent

Forward-thinking

CURRENT DESIRED

= = =

Rebuilding the Brains brand

Migrating the Values

PRODUCT VALUES

Cardiff

Unadventurous

PRODUCT VALUES

Welsh

Innovative

CURRENT DESIRED

Rebuilding the Brains brand

Migrating the Values

Engaging

Optimistic

Knowing sense of humour

Contemporary

DESIRED TONE OF VOICE

Rebuilding the Brains brand

Brand relaunch and marketing

Face-to-face employee presentations by Chief Executive

‘Half full sessions’ - employee workshops

Highlighted positives

Identified issues

Drew out suggestions for positive change

Feedback from Directors

Address issues

Champion positive initiatives

Positive change from within

Positive change from within

Improve communication

Positive change from within

Improve recognition of positive behaviour

Positive change from within

• Management development

programme

• The Power of Positive

Leadership

Focus on training and development

Positive change from within

Behaviour change in pubs

Positive change from within

Business development in pubs

Positive change from within

Recruitment and induction

Company logo

Pub signage

Vehicle liveries

Product design

Testing the mood of the people

Consumer Research

95% proud to be Welsh

80% think ‘Wales is on the up’

78% see glass as ‘half full’

Welsh more optimistic

Creating a national debate

Peter Hain

“Wales has an awful lot going

for it – spirit of the people,

sport, music, natural beauty -

there’s a lot to be proud of”

Sian Lloyd

“In the last 5 to 10 years the

positive change is immense -

Cool Cymru is just beginning”

Owen Money

“Wales is definitely on the up.

The glass is most definitely

more than half full here!”

Launch poster

The press were hooked

Positive result?

Not this time

Wish we were there

On tap at home

New distribution drive?

Forecast looking good

‘Thumbs up’ TV commercial

Ours is unique

Think about it

The ultimate Christmas present

Wales rugby sponsorship

Always think positive – 2005 poster

Match day atmosphere

Victory v. England – at last

The girlfriend was pleased

We couldn’t resist it

Western Mail and Daily Mail coverage

Problem or opportunity?

It’s official

Just imagine….

Grand slam heroes are back

Wishful thinking

Biased ref?

....and the press ran them too

Revitalising our most famous brand

Tying it back into sponsorship

Grand Slam treble – 2005, 2008, 2012

Employee engagement

Innovation and

new product development

Updated presentation

Wales’ answer to Guinness

Brains Craft Brewery

Salt

Grape & Olive

Café bars

How has Brains performed?

Market share in Wales growing at 1% p.a.

Brains Smooth now the No.1 ale in Wales

Brains cask ales outperforming the market

Brains sales in England +30% in past 3 years

UK-wide take home distribution in:

Tesco, Sainsbury’s, Waitrose & Morrisons

Sales and market share

Brains awareness in Wales higher than all other brands

Significantly higher scores to the following statements:

o A company that’s going places +35%

o Forward thinking company +24%

o Brains beers more popular nowadays +25%

o High quality pubs +14%

o Authentically Welsh not just Cardiff +38%

Quantitative research

Focus groups to explore reaction to Brains marketing:-

o It delivers the brand values:

“It’s got Brains away from the spit and sawdust image”

o It’s popular and humorous:

“It’s insightful and funny – it grabs your attention”

o It has stature:

“It’s slick and professional. It’s what you would

expect from a top flight drinks brand”

Qualitative research

Clear understanding of business strategy: 53% to 90%

Confidence in business strategy: 39% to 90%

High level of confidence in the Board: 42% to 85%

Told when I’m doing a good job: +49%

Training and development needs met: +40%

Morale: +23%

Employee surveys

Multi-award winning work

• Marketing Society Awards for Excellence

Brand Revitalisation

• National Business Awards

Marketing Strategy of the Year

Regional Business of the Year

• Hollis Sponsorship Awards

Brand Sponsorship of the Year

Sponsorship Continuity

• Publican Awards

Regional Brewer of the Year

Managed Pub Company of the Year

• Western Mail Business Awards

Excellence in Marketing

Listen to staff, customers and business partners

Set out the vision

Develop a single-minded idea for the organisation

Make sure it resonates internally and externally

Establish supporting values

Build from within – employees first

Be consistent

Take a long term view

Evaluate change in perceptions, as well as sales

Key principles

At Brains, the glass is…

Contact

John Rhys

Chairman

S.A. Brain & Company

The Cardiff Brewery

Cardiff CF10 1SP

john.rhys@sabrain.com

029 2040 2060

John Rhys

Managing Partner

Heavenly Brand Consultancy

183 Eversholt Street

London NW1 1BU

john.rhys@heavenly.co.uk

029 7554 3355