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the transfer of m

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ing5 .

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Visual language FAILS ‘the hand test’ - cover the logo,

this could be ANYONE’S communications.7

Poor visual expression:‘Cheap’ flights shouldn’t mean wearing

a cheap suit:

S C O O T A I R L I N E S - a u d i t a n d a c t i o n7

8

Custard yellow aside, almost unreadable livery

Multiple

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R E C O M M E N D A T I O N S

Lettering feels 'broken' and mechanical

S C O O T ! ' 3 . 0 '

Conditioned by high-def and 4K screens, "younger customers grow up in a more dimensional world" 8

‘brand’ is simply the residual impression, feeling or idea of you, in the mind & gut, of the market.( Consciousness is not the driver of our choices – it’s from the subconscious that we make brand-influenced decisions.)

WH

AT

IS

BR

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ICE

(think Red Bull)

BRAND: EVERYTHING CONNECTS, EVERYTHING COMMUNICATES.

Our word-of-mouth-world1, and increasingly

attention-starved world, now demands responsively attuned

social content.

So your brand is not what YOU say it is anymore, it’s what

‘THEY’ say it is2 -

social listening, is now an imperative.

I M A G E2

V I R A L I T Y3C O M M U N I T Y4

WHO we are and say we are

WHAT say and how we listen

WHERE + WHEN we say it

HOW we show & do what we are

WHY we say it matters,

OUT OF ALL THE ‘SIGNALS’ WE SEND TO MARKET:

I N V E N T O R Y1

BRANDS ARE NOW MIRRORS OF THE ZEITGEIST, ALWAYS ADJU

STING TO THE WORLD, AND BECOMING MARKERS FOR THE TIM

ES IN

WHI

CH W

E AR

E LI

VING

.

Branding defines and communciates DIFFERENCE - considered positioning can place brand correctly in market and mind (to point #1).

Today, we are living through Brand 3.0 - where we strive for meaning from transformative and personal connections (to & from our brands) - as the user economy.

D I F F E R E N C E + R E L E V A N C E5

B E I N G A L I V I N G B R A N D6

W

P.O.P. DisplaysEmoji marketing

Visual/Verbal Identity Direct Response

AdvertisingBuilt Environments

Annual ReportsActivation

PromotionsPublications

Naming

PackagingDesktop + Mobile:• Social + SitesProduct DesignEvents & ExhibitsEmployer BrandingEmployee EngagementPublic RelationsEmail (yep, STILL Email!)Branded ContentLive Streaming

Co.(inside)

Clear core idea of who, what, how, and why

you are, must be elaborated on

relentlessly.

MARKET (outside)

Clear core understanding of user needs and opportunity, assessed perpetually.

great names beget great

brands:

DistinctShortEasy

ExtendableAppropriateLikeable

Protectable6

A great name:

j‘Scootitude’ - internal brand persona;‘Get outta here!’ - market brandline;plus witty communication headlines.

Evolve brand identity to a fresher, more contemporary visual position in line with stated personality and values, and low price positioning;

Rationalise identity system with stricter more centralised oversight for appliction across channels, to aid clearer image:

• Primary and secondary typefaces,• Ownable illustration style,• Distinct photography approach,• Colour palette more controlled,• Proprietary emojis - 'Scoojis'?• Continue the sharp and witty

copywriting!• Train staff on social media etiquette,

with stricter control over tone of voice in light of recent employee social blunder over flight delay*

"Own the sun, own the skies!"Begin with a refreshed mark of transformation and confident, yet premium fun - the sun represents all that Scoot aspires to be.

Additionally, Scoot's added SIN-KIX (Osaka)

medium-range route (July 2015) positions it as a more premium offer beyond the incumbent short range budget carriers, and as such, deserves a premium image.

& verbal identity: m"For the young-at-heart and value seeking, a great flight every time, and service with personality and a contemporary feel - empowering travellers."

& charming positioning:

Boeing 787 fleet, unbeatable prices online, self-select amenities, unique routes, innovative partnerships.

a great product:

Ultimately, brands are suns in our minds, shining light on & providing life for the communciations ecosystems & audiences around them.

REFERENCES:

Brand Advocates - Turning Enthusiastic Customers Into A Powerful Market Force, Rob Fuggetta, John Wiley & Sons Inc., 2012The Brand Gap - How To Bridge The Distance Between Business Strategy And Design, Marty Neumeier,New Ridsers Publishing, 2003Brand New - The Shape of Brands to Come, Wally Olins, Thames & Hudson, 2014 The Experience Economy: Work Is Theater & Every Business a Stage, B. Joseph Pine II, James H. Gilmore, April 1, 1999 How is A Simplified Emoji Landscape Ultimately Better For Brand Communication?, Simi Nihjer, Siegel+Gale, June 8 2015, Medium.com Available online at https://medium.com/@siegelgale/how-is-a-simplified-emoji-landscape-ultimately-better-for-brand-communication-efbd7ff574acBranding in the Sharing Economy: Collaborate or Alienate?, Mike dos Santos, The Strategy Department, June 23, 2015 Available online at http://www.themarketingsite.com/knowledge/40376/branding-in-the-sharing-economy-collaborate-or-alienateWhy Instagram Should Be Part Of Every Business, Grant Munro, The NextWeb, June 2015 Available online at http://thenextweb.com/socialmedia/2015/06/04/why-instagram-should-be-part-of-every-business/Scootitude, Flyscoot.com, Available online at http://www.flyscoot.com/index.php/en/about-us/about-scoot.htmlWhich #socialmediaplatform is the best for your business? - DIGIMIND Social Intelligence Blog Available online at http://digimind.com/blog/wp-content/uploads/2015/06/digimind_venngage_graph1.pngBrand Building In A Digital Age With Gareth Kay – Think with Google, August 2012 Available online at www.thinkwithgoogle.com/articles/brand-new-with-gareth-kay.htmlBrand Engagement in the Participation Age – Think with Google, March 2014 Available online at www.thinkwithgoogle.com/research-studies/brand-engagement-in-participation-age.htmlPlain language writing and effective brand communication, Siegel+Gale Available online at http://www.siegelgale.com/services_detail/simplification/plain-language-writing/Branding in Mind - Think with Google, Tjaco Walvis, January 2012 Available online at www.thinkwithgoogle.com/articles/branding-in-mind.html

* PR lessons from Scoot’s flight delay saga, Digimind.blog Available online at http://digimind.com/blog/best-practices/4-pr-lessons-from-scoots-flight-delay/ Superscripts:

1. Gary Vaynerchuk: Building Personal Brand Within the Social Media Landscape - Web 2.0 Expo NY, 19 Sep 2008 Available online at https://www.youtube.com/watch?v=EhqZ0RU95d4&list=PLXW60SX7lsEbuy7h9tZ6jgyybHim_yOVf&index=62. The Brand Gap, How To Bridge The Distance Between Business Strategy And Design, Marty Neumeier, 20033. Experience Over Communications, Geometry Global, #geometrycannes, June 20154. Lean Communications – Think with Google, Torrence Boone, Cecelia Wogan-Silva, Blair Dore, April 2012 Available online at www.thinkwithgoogle.com/articles/lean-communication.html5. HubForum Singapore, David Dubois - The Digital Momentum: Push And Pull Strategies To Create Value, 11 June 20156. Brand New - The Shape of Brands to Come, Wally Olins, Thames & Hudson, 20147.The Brand Gap, How To Bridge The Distance Between Business Strategy And Design, Marty Neumeier, 20038. Alitalia's Brand-New Look Seems a Lot Like Its Old Look—And Here's Why, Robert Klara, June 8 2015 Available online at http://www.adweek.com/news/advertising-branding/alitalias-brand-new-look-seems-lot-its-old-look-and-heres-why-165221

A ‘living brand’ - or ecosystem of user value - is made of a

pattern of action and expression, not simply

a veneer of style & inauthenticity.

A brighter brand idea:

©ID

HO

LL

AN

D B

ran

ds 2

015

market

differentiated

1.0

provenance products platforms

2.0 3.0

undifferentiated

premium

relevant to

irrelevant to

pricing

brand erafrom making to meaning

1900 1925 1950 2000 2010 -->

competitive position

customerneeds or social, emotional, functional ‘jobs to be done’

Mobile is now the first screeen, as the vanguard of any communciations effort for brands.

In the social age, recommendations are the new advertising.

goods (features): “what it does”

services (benefits): “how it does it”

experiences: “how we feel”

transformations: “who we are & WHY”

commodities: “what it is, and from where”

Consider the evolving remit of branding, and the 'progression of economic value' set against user ‘jobs to be done’. Where does your brand of You, sit on the positioning opportunity spectrum below?

Brands must change their storytelling from a linear - largely unidirectional - model, towards transmedia and multi-sensory approaches, to maintain the interest of an increasingly distracted consumer.3

Establish core values at the start and adopt a fluid process and flat agency structure to create communications that are more flexible, integrated, and efficient, while being authentic.4