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Page 1
When a brand needs to move on
Understanding Brand Transition Needs & Challenges
By Nadia Munawar Siddiqui
Director - Office of Corporate Affairs
JS Group
Best Practices Day 20086th October 2008
Page 2
Road Map
• About JS • Brand reengineering - Compelling reasons• New Brand Vision • Brand Transition
Page 3
About JS Group
• JS Group is one of the largest financial services groups and a diversified investor in Pakistan. In addition to financial services, the Group has five core areas of operation
Financial Services
Transportation
ResourcesInfocom
Property
Industrial
Page 4
4
Financial Services
JS Group Financial Services BusinessesJS Group Financial Services Businesses
BankingBankingJS BankCommercial Bank
JS BankCommercial Bank
Bank IslamiIslamic BankJV with Dubai Bank and DCD
Bank IslamiIslamic BankJV with Dubai Bank and DCD
Network Microfinance BankMicrofinanceJV with Network Leasing
Network Microfinance BankMicrofinanceJV with Network Leasing
InsuranceInsuranceEFU General InsuranceEFU General Insurance
EFU Life AssuranceEFU Life Assurance
Allianz EFUHealth InsuranceJV with Allianz
Allianz EFUHealth InsuranceJV with Allianz
Non BankingNon BankingJS Global CapitalSecurities Brokerage andCorporate Finance
JS Global CapitalSecurities Brokerage andCorporate Finance
JS InvestmentsAsset Management
JS InvestmentsAsset Management
Financial Services InfrastructureFinancial Services InfrastructureCredit ChexConsumer Credit BureauLicensee of Experian
Credit ChexConsumer Credit BureauLicensee of Experian
MobexMobile Payments Solutions
MobexMobile Payments Solutions
WebDNAIndependent ATM Network Provider
WebDNAIndependent ATM Network Provider
Page 5
Non-Financial Businesses
JS IndustrialAl Abbas (MDF, Ferro Alloy)
Al Abbas Sugar Mills
Azgard 9 (Denim/Textiles)
Dadex (Piping & Services)
PICT (Container Terminal)
PAFL (Fertilizer)
RAK Ghani Glass LLC (Glass)
JS InfocomEye TV Network (TV Channels)
JS TransportationAirblue (Commercial airline)
JS Air (Charter airline)
JS PropertyMoU with Accor for IBIS hotels
Investments in the US,
UAE, and Pakistan
Significant property development portfolio in Pakistan
JS ResourcesSprint Energy (CNG retail)
Hascombe Oil (Oil Marketing Co.)
Investments in E&P Oil and Gas
Exploration in US, Pakistan,
Oman & UAE
Page 6
Road Map
• About JS • Brand reengineering - Compelling reasons• New Brand Vision • Brand Transition
Page 7
Jahangir Siddiqui & Co. in 2003
• Companies • Jahangir Siddiqui & Co • Jahangir Siddiqui Capital Markets • Jahangir Siddiqui Investment Bank • ABAMCO • DCD JS Factors
• Trustworthy reputation in finance sector
• Business vision of growth and diversification
Page 8
Brand re-engineering – Compelling Reasons
Page 9
Brand re-engineering – Compelling Reasons
Page 10
Brand Inconsistency – Impacts
• Looks unprofessional
• Shows a lack in group cohesion
• Gives an unclear message
• Creates the impression of poor attention to detail
Page 11
Brand Consistency - Impacts
• Give meaning to our name
• Set us apart from the competition
• Make us recognizable
• Create a feeling of trust
• Communicate the nature of the group
Page 12
Road Map
• About JS • Brand reengineering - Compelling reasons• New Brand Vision • Brand Transition
Page 13
New Brand Vision
Develop the brand as the driver of
JS Group’s growth strategy.
Page 14
Brand Vision
Grow and diversify
BRAND
Recognized Consistent Adaptable
Page 15
Brand Vision - Milestones
• Develop a brand that could be recognized and understood in a global consumer market
• Brand that showed a consistent identity and represented all the brand values: Strong, trustworthy and dynamic
• A brand which was flexible to suit the needs of the groups diversified business portfolio sectors, from banking to funds management, from aviation to hospitality and beyond
Page 16
Road Map
• About JS • Brand reengineering - Compelling reasons• New Brand Vision • Brand Transition
Page 17
Transition Framework
Brand Image & Identity
Change the mindsets
Infrastructural Changes
Governance framework
Perform & sustain
1) Establish 2) Implement 3) Sustain
Str
ong
Con
sist
ent B
rand
Page 18
Transition Framework
Brand Image & Identity
Change the mindsets
Infrastructural Changes
Governance framework
Perform & sustain
1) Establish 2) Implement 3) Sustain
Str
ong
Con
sist
ent B
rand
Page 19
Transition – How?
What the JS brand needed to represent
Group values
History and heritage
Vision
Services / Business areas
Experience / Perceptions
Unique Identity
Page 20
Addressing Perceptions
Indirect interaction – logo, advertising, printed publications, press releases, news, sponsorship, etc
Direct interaction – The service a customer receives, the appearance of localities, the experience a customer has of services
Page 21
Moving Forward
• Create a Brief • Work with experts • Get Feedback • Invest time, money and resource
Page 22
The Transition
The Transition
Page 23
The JS brand
• 7 Attributes of the JS brand
Strength & adherence to traditional business values
Progressive
Innovative
Dynamic
Direction
Diversity
Established track record of success
Page 24
Transition Framework
Brand Image & Identity
Change the mindsets
Infrastructural Changes
Governance framework
Perform & sustain
1) Establish 2) Implement 3) Sustain
Str
ong
Con
sist
ent B
rand
Page 25
Brand Experience
Advertising
PR / Media
Product Experience
Word of Mouth
Employee Interactions
Partnerships
Page 26
Infrastructure
New brand image rollout across the company
• Website • Marketing Approach• Advertising – External Communications • Annual Reports and Publications • Stationery • Signages
Page 27
Page 28
Annual Reports
Page 29
Mindset Management
Page 30
Mindset Management - Internal
Ownership and pride in communicating the new brand image
1. Training on brand identity
2. Connect identity with services offered
3. Rethink recruitment, induction and performance appraisal
Page 31
Governance Framework
Ensure consistency in your image and brand messaging
• Identify Brand Custodians • Create brand usage guidelines • Work with trustworthy printers • Standards of Practice - PR and marketing
Page 32
Coordinating Implementation
Office of Corporate Affairs• Responsible for consistent implementation of the
brand across the Group • Development of efficient printing and marketing
processes• Hold each division accountable to brand
implementation standards • Working with people to find solutions to
problems with implementation as they arise
Page 33
Bringing Change Together
Brand
Logo - Values - Behaviors
External
Communications
Brand Guidelines
Brand Architecture
Culture
Recruitment
Management
Performance Dev.
Internal Engagement
Awareness
Understanding
Engagement
Marketing Human Resources Marketing and Comms.
Client and Employee Brand Experience
Page 34
Brand Relationship
• Master brand is the main driver• Single brand architecture• Common look & feel
• Sub-brands• Master-brand followed by descriptors• Master brand remains the frame of reference, but is stretched by sub-brands that add associations
Page 35
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Page 42
Transition Framework
Brand Image & Identity
Change the mindsets
Infrastructural Changes
Governance framework
Perform & sustain
1) Establish 2) Implement 3) Sustain
Str
ong
Con
sist
ent B
rand
Page 43
Sustaining and Monitoring the Brand
• Create and introduce success benchmarks & control measures
• Consistently audit the implemented measures• Don't be afraid to change • Monitor branding and marketing strategies
implemented by group companies• Conduct brand audits – to keep a check on
brand failures• Ensure in all activities, that the brand is always
the driver of JS Group’s growth strategy
Page 44
Measuring Performance
Business Impact
Accuracy of implementationEmployee commitment to brand
Financial
Impact
Measurable return on investmentEfficiency of new processes
Customer Impact
Customer loyalty Consumer perception
Page 45
Conclusion
• Your brand is the backbone of your business strategy
• Constantly ask yourself if your image and customer experience is consistent with your desired brand positioning
• Don't be afraid to change things
Page 46
Conclusion
• Clarity – within a brand’s image is what makes it successful
• Customers must recognize that your master brand stands for something