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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
029 2040 2060
John Rhys
Managing Partner
Heavenly Brand Consultancy
183 Eversholt Street
London NW1 1BU
029 7554 3355
