CorporateBrandingthatSticks

Whyinvestindevelopingastrongcorporatebrand

BiancaCawthorne,ButterflyLondon

A brand is a coherent set of ideasin your consumer’s mind

ButaudiencesofCorporateBrandsaremuchmorecomplex

Consumerbrandsjusthaveoneaudience…thepersonwhobuys/usestheproduct

Consumer

Brand

ButCorporatebrandshavemanymoreaudiences,allwhohaveadifferentrelationshipwiththebrand

Customer

Brand

ThisrequiresacomplexmanagementofImage,Reputa8on&Message,needing8ghter,morewell‐definedBrand&Communica8onstrategies

FinancialInstitutionsInvestors

EmployeeGovernment

Corporatebrandsreflectthepeoplewithinanorganisationmuchmorethanconsumerbrands

ConsumerBrands CorporateBrands

10%Internal

External

60%Internal

External

Astrongcorporatebrandwillhelpyourbusinessinanumberofways…

Capturesyourvision

Setsoutyourfutureandthedirec5onyou’reheading

M&S

Manifestosarepowerfulthings…andyouwillbejudgedagainstthem

ExxonMobil

Expresseswhatyoustandfor

Captureswhatyoubelieve,whatyouwanttobefamousforandgivesyouasenseofpurpose

Investec

Guidesyourstrategy

Willkeepyourac5vi5esontherighttracksothatyoumaketherightbusinesschoiceswithoutdevia5ngfromwhatyoudobestandwhereyouwanttobe.Will

setthepla?ormforallyourfutureac5vityandposi5oning

Tohelpyoumaketherightdecisions…

…andnotthewrongones

Unitesyourpeople

Bringsyourpeopletogethertocreatepride,commitmentandconsistency.Becomesthebasisforyourvalues,cultureand

behaviours

Forthebest…

…Nottheworst

Guidesrecruitmentpolicies

“Ifyouwanttoappealtofamilieswithkids,thenyouneedemployeesinstoreswhoarefriendly,helpfulandunderstandtheneedsofmotherswithchildren.”

MaximisesValue

Intangiblevaluescanbetranslatedintotangiblevalue,especiallyifyouseektolaunchanIPO

“Five years ago, Google sold shares to thepublic for the first time in what was one ofSilicon Valley’s most discussed, dissectedand debated initial public offerings ofstock. When the offering finally happened,it turned an estimated 1,000 Googleemployees into millionaires. Originallypriced at $85 each, Google’s shares souredpast $600 in 2007. The day after GOOGstarted trading, an editorial in the NewYork Times praised the offering’sstructure but sounded dubious about whatit described as Google’s bubbly post-I.P.O. valuation of $27 billion.Inretrospect, $27 billion may look like abargain. Google’s market value is morethan $140 billion today.”New York Time, 19th Aug 2009

Willexplainandbringtogetheralltheaspectsofyourorganisa5onandopera5on,definingtheinter‐dependenciesandcommon

strengthsofthebusiness

SumofParts

Arcadia

LVHM

But,brandsneedmorethanasetofwordstomakethemselvesreal…theyneedastorybehindthem

BransononBranding

“Theideathatbusinessis

strictlyanumbersaffairhas

alwaysstruckmeas

preposterous.Foronething,

I’veneverbeenpar5cularly

goodatnumbers,butIthink

I’vedoneareasonablejobwith

feelings.AndI’mconvinced

thatitisfeelings—and

feelingsalone—thataccount

forthesuccessoftheVirgin

brandinallofitsmyriad

forms.”

What’syourStory?

Muchmorethananad

campaign,websiteor

taglinecouldeverbe,the

brandstoryisthecore

truthofwhoyouare,

agreedtobyallinside,

andusedtoopen

conversa5onswiththose

outsidewhoneedyour

services.

Onceyou’vefoundyourstory

• Liveitontheinside.

• Tellitwelltotheoutside.

• Andpeoplewillpulluptheirchairsforalisten.

Whoarewe?

We believe that the traditional consulting model needs toreinvent itselftoremainrelevant. Clientsareunderpressuretodeliver more with fewer resources and less investment. Theyonly want the right people for the task, who understand theirbrandandcategoryandwhocanbringsomethingfresh,newandgenuinelydifferent.

Butterflyisanewbreedofbrandconsultancy…

We are a collaboration of experts in the fields of strategy,branding, innovation&designwhowant to transform thewayweworkinordertohelptransformbrandsandbusinesses.

Webringauniqueperspectiveandanetworkofskills.Togetherwecombineinsight,intuitionandcreativeintelligencegivingyoubrandcreativitythatdeliverscommerciality.

WeareButterflyWe’renotlikeotherbrandconsultancies...

Webringtogethertherightpeopleforthetask,creatingbespoketeamsthatsuityourbriefandyourneeds.

Becauseofour internationalnetwork,we’reabletogettherightlocal talent together for the assignment so that we are able tonavigatetheculturalnuancesofyourbrief‐howevercomplex.

We are virtual,making themost of leading edge technology, sowehavenoofficesbutcanworkanywhereandeverywhere.

We are cost effective ‐ you only pay for the creative and thethinkingandnottheoverheads.

We’vetransformedthewayweworksothatwecanhelptotransformyourbusiness

Thisiswhyweareanewbreedofbrandconsultancy.

StrategyDevelopment

Market&ConsumerInsight

OpportunityAssessment(quantitative&qualitative)

Concept,Product&BrandDevelopment

Identity,NamingandPackagingdesign

Communications&launchstrategy

Howcanwehelpyou?

Endofcommercialbreak

BiancaCawthorne

ButterflyLondon46BrookRoadStMargaret‘sTW11JE

M:+44(0)7866806367(UK)M:+971(0)552887614(UAE)bianca@butterflylondon.com

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