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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
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So what drives brand change?
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What drives a brand change?
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5 common rebranding myths
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1st rebranding myth
The marketing team can handle everything
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C suite
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All stakeholders
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2nd rebranding myth
It’s just about the logo
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Physical assets
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People and culture
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Products and services
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Communications
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3rd rebranding myth
Focus on the design first
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Typical process
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1:20
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Best practice
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4th rebranding myth
We have everything in-house to manage the rebrand
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7 years
.... on average between some sort
of brand change
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3 years, 9 months
.... average tenure of a CMO
Spencer Stuart – May 2013
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44%
...of marketer's planning to move in 2013
Marketing Week – Jan 2013
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5th rebranding myth
We have the guidelines, our branding project is finished
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Managing the brand day to day
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Manage the physical asset quality
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Manage continued expansion
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So... Where do you start when
planning your implementation Strategy?
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Understanding VOF
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Interrogate the organisation
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Asset inventory
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Rationalise and consolidate
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Prioritise
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Establish rollout scenarios
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Plot high level timelines
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Determine scenario based costs
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Establish implementation road map
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So... to summarise
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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
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Any questions...
