Creating brands for todays worldCopyright © Heavenly Group Limited 2013 Who are we? | Our company Independent brand consultancy 45 people full-time Active in the UK, Europe, USA,

Copyright © Heavenly Group Limited 2013

21st March 2013

Compellingly simple Creating brands for today’s world


Who are we?


Who are we? | Our company

Independent brand consultancy 45 people full-time Active in the UK, Europe, USA, and Asia


Why Heavenly? | Our history

Founded 2003 Heavenly Wales 2011 Heavenly Malaysia 2013? Heavenly New York 2013?


Who are we? | Our clients


Today


Today

Is not about logos and corporate identity


Today

Or digital/social media


Today

It’s about one thing. The power of an idea.


So what’s a brand and why do we need them?


Limited choice and simplicity

In the past


Endless choice and complexity

Now


How do you identify? Who do you trust? Why?


Now

This is the role of brand


Brand is not a product


It’s not a logo…


…Colours, type or imagery


Or advertising


A brand is what people say about your business when you’ve

left the room. “ “

Jeff Bezos — Founder, Amazon


It’s how people see you


How they feel about you


It’s the promise you make and deliver


Everyday


Everywhere


By everyone


HEARTS & MINDS EMOTIONAL & RATIONAL


So what’s changing?


The ‘what’ isn’t changing but the ‘how’ definitely is


Over time the brand idea has become more complex


Convoluted


And cerebral


Which was fine when you controlled your communications and decision making


But something changed the game


Your audience has higher expectations

Better understanding

Strong opinions

Expecting a say

Better connection


The way they consume/interact is much more diverse and fragmented


And we have less time then ever to engage with them


Today

No longer one way


TRADITIONAL CONNECTED RELATIONSHIP






To meet this challenge brands must be smarter


Connect deeper


Quicker


Create ‘penny drop’ moments

Gone is the 30 sec commercial. Today 5 seconds is all it takes.

“

“

John Hegarty


Compellingly simple ideas

We call these


Which influence everything you do

Behaviour

Products and services Environments

Communications

Compellingly simple idea


A case study Fulham Football Club


14 professional clubs in London

6 in the Premier League

3 are mega brands

We needed to a unique idea, grounded in a believable truth to help attract new fans

The Challenge


Football is losing its heart and integrity

The insight


The insight

But Fulham FC do things differently.

Tradition, integrity and honesty.


The compellingly simple idea





2012 Olympics

(like never before)


A logo as a container


Page 58

A suite of elements

http://content.comrz.com/AcuCustom/SiteName/DAM/367/2012OlympicsFont480.jpg

http://content.comrz.com/AcuCustom/SiteName/DAM/368/2012OlympicsSportsPictogramsOu.jpg


Coherence


Page 60

A ceremony like no other


Everyone involved


Everyone involved Beyond sport and into the community


global brand recognition

exceeded its sponsorship revenue target – over £700 million

£1 billion of sales expected from merchandising programme

70,000 volunteers attracted

global audience of 4.8 billion

paralympics shared the logo

“the brand is our most valuable asset”

Results



Apple

‘Challenge convention’


http://youtu.be/cFEarBzelBs

Think Different Video




Behaviour

Products and services Environments

Communications


Compellingly simple ideas give you permission to innovate


Nike + winning

Nike uses innovation to sustain its “winning” idea

FuelBand development went well beyond what Nike was

doing

FlyKnit was a completely new concept – upper sections made

in one piece

Management were “all in” to win

Skills had to be found from outside

Fast Company awarded Nike “most innovative company 2013”

Nike – innovation to win


HTC + quietly brilliant

HTC took their brand idea into everything

Their sponsorship was explained around it

A store of quietly brilliant products was created

HTC – living the idea


Starbucks + third place

The idea is based on a space for customers

to meet, chat, work, do – so customer input

is essential

Three of Starbucks’ most successful

initiatives came directly from their

customers:

Starbucks Vie instant coffee

Free power sockets under all tables

Local artists ‘personalising’ their stores

Starbucks - using customers as a ‘real-time’ research and development department


Coke + creating happiness

Coca Cola’s mission statement is:

• to refresh the world

• to inspire moments of optimism and happiness

• to create value and make a difference

They looked at how they could represent that for a modern world.

Coke – happiness for the digital generation


http://youtu.be/F5bo1W5AOso

Google Project Re Brief Coca-Cola Mobile Ad Demo((Cannes Lions 2012) - YouTube


But compellingly simple doesn’t necessarily mean easy


It’s about distilling lots of thinking, not doing less

I apologise for the long letter, I didn’t have time

to write a short one. “ “

Mark Twain


The marriage of two vital elements


About embracing creativity, not fearing it


It’s about putting the culture in place

Everyone in harmony Every decision supportive Every experience adding up


But most of all…

It’s about being brave and confident


So what could possibly go wrong? Compelling simple ideas need managing carefully


Not easy

Only change if you really have to

Bland = acceptance

Daring = danger

Don’t be pushed

Manage where it’s used

Name


Make sure you register it

Check its meaning

Don’t believe the first thing the lawyers tell you

…But do if they insist

Name


Manage it well

Stick with it

Be prepared to spend

People will get over it

Name


Staff buy-in

http://youtu.be/--4U4BkulC0

FedEx Driver Tossing Computer Monitor Over Fence Official Viral Video


Ensure staff understand and are engaged before

launching to the outside world

Ensure they know what’s expected of them

They are the face of the brand

Staff buy-in


People react to logos – so be prepared for negative reactions

Launch an idea not a logo

Logos without context are meaningless

Tell the story first – it helps understanding

Launch an idea


People feel ownership of brands

Don’t change without reason

Test and check you have permission

If you change – link it to real change

Get permission


But get it right…


But remember…

compellingly evocative, inspirational, original, powerful


But remember…

simple understandable, memorable, uncomplicated, honest


But remember…

compellingly simple

is more relevant than ever


Thank you


Contact

Heavenly Group Ltd The Old Ticket Hall 183 Eversholt Street London NW1 1BU United Kingdom +44 (0)20 7554 3355 www.heavenly.co.uk

Noah Roychowdhury [email protected]

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Creating brands for todays worldCopyright © Heavenly Group Limited 2013 Who are we? | Our company Independent brand consultancy 45 people full-time Active in the UK, Europe, USA,