Centennial Brand Sept 19 2005


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Centennial Brand Sept 19 2005

  1. 1. Centennial Branding Discussion September 19, 2005 Setting A Direction & Moving Forward
  2. 3. Meeting Objectives <ul><li>To discuss the basics of brand </li></ul><ul><li>What brand means to Centennial </li></ul><ul><li>Insight on what has been done to date </li></ul><ul><li>Ideas and sharing on approach </li></ul><ul><li>Recommendations </li></ul><ul><li>Comments & ideas </li></ul><ul><li>Gain alignment & support to move ahead </li></ul>
  3. 4. My Understanding <ul><li>When I Joined The Team What I Heard & My Perception On Brand Management Was: </li></ul><ul><ul><li>Centennial needed to develop the brand </li></ul></ul><ul><ul><li>That there was no one on the team that had formal experience or time to develop and grow the brand </li></ul></ul><ul><ul><li>Little had been done formally to manage and develop the brand in the past </li></ul></ul><ul><ul><li>We needed to go from stealth to recognized </li></ul></ul><ul><ul><li>That marketing had the responsibility and accountability to develop the Centennial brand </li></ul></ul><ul><ul><li>That marketing owned brand management </li></ul></ul>
  4. 5. Take A Moment <ul><li>Worth a moment to share my brand experience: </li></ul><ul><ul><li>Developed over 55 new product & corporate brands </li></ul></ul><ul><ul><li>Established & supported both product & corporate branding guidelines and management </li></ul></ul><ul><ul><li>Formal brand training through American Express branding camp, Maritz, Air Products & other branding training (AMA, Washington University, Northwestern) </li></ul></ul><ul><ul><li>Supported brand assets valued at well over $50 B </li></ul></ul>
  5. 6. Take A Moment <ul><li>Worth a moment to share vision of Brand Management for Centennial </li></ul><ul><ul><li>Retain essence of past </li></ul></ul><ul><ul><li>Evolution over time </li></ul></ul><ul><ul><li>Time to up-date look </li></ul></ul><ul><ul><li>Tie in new market shift with new feel </li></ul></ul><ul><ul><li>Develop a better mouse trap </li></ul></ul><ul><ul><li>Allow for regional creativity and feel </li></ul></ul><ul><ul><li>Not too slick, yet professional </li></ul></ul>
  6. 7. A Thought <ul><li>Brand is not an engineering document </li></ul><ul><li>You can not squeeze the life out of it </li></ul><ul><li>It is an emotional thing </li></ul><ul><li>It is a live </li></ul>
  7. 8. What Is A Brand? <ul><li>Some think? </li></ul><ul><ul><li>Logo </li></ul></ul><ul><ul><li>Product </li></ul></ul><ul><ul><li>Company identity package </li></ul></ul><ul><ul><li>Strategic </li></ul></ul><ul><ul><li>Tag line </li></ul></ul><ul><ul><li>An ad </li></ul></ul>True, And More
  8. 9. What Is A Brand? <ul><li>“ A name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors.” </li></ul><ul><ul><li>- The Dictionary of Business and Management </li></ul></ul>
  9. 10. What Is A Brand? <ul><li>&quot; Simply put, a brand is a promise . By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality.&quot; </li></ul><ul><ul><li>- Walter Landor, created Coca-Cola, Kellogg's, GE, Saturn, Miller Lite, 20th Century Fox, 3M, Wells Fargo Bank, and Bank of America brands to name a few </li></ul></ul>
  10. 11. What Is A Brand? <ul><li>&quot;A brand is a collection of perceptions in the mind of the customer. It is the mental real estate of what has been, is and will be for a company.&quot; </li></ul>
  11. 12. A Brand Is <ul><li>A promise </li></ul><ul><li>Perception & subjective </li></ul><ul><li>The emotional essence </li></ul><ul><li>The spirit </li></ul><ul><li>The first thought </li></ul><ul><li>Visual, spoken and intent </li></ul><ul><li>A bond between employee, history, vision forward and the customer </li></ul>
  12. 13. A Brand Is
  13. 14. Ask A Kid <ul><li>Hannah (8 years old) what is a brand? </li></ul><ul><li>“ Well Dad, it is how I feel when you say the name of a place or thing, like McDonald’s. I think of good things, warm food, my Dad holding my hand and asking what I want to eat. I think of smiles Dad when you say McDonald’s. I’m Loving It!” </li></ul>
  14. 15. Holds True <ul><li>No matter if consumer products company or an industrial provider the brand must be developed, supported and evolve: </li></ul><ul><ul><li>Everyone is a consumer </li></ul></ul><ul><ul><li>Bombarded with advertising messages </li></ul></ul><ul><ul><li>Limited: </li></ul></ul><ul><ul><ul><li>Time, </li></ul></ul></ul><ul><ul><ul><li>Money, </li></ul></ul></ul><ul><ul><ul><li>Brain space </li></ul></ul></ul><ul><ul><li>How are you going to stand out? </li></ul></ul><ul><ul><li>You must develop your market & brand continually </li></ul></ul>
  15. 16. <ul><li>A means to garner widespread and strong support </li></ul><ul><li>A reflection of our mission, values and vision </li></ul><ul><li>It is our promise, or value proposition, to our customers/stakeholders </li></ul><ul><li>And, above all it is an emotional and ever-changing relationship with our customers/stakeholders </li></ul>Know the Brand Prefer the Brand Trust the Brand A Brand Is
  16. 17. Case Example: It’s Just Air The Competition & Perceptions Industrial Gases Industry
  17. 18. Case Example: It’s Just Air Or Is It More? Evolved From Evolved To
  18. 19. Brand Promise: <ul><li>Caring people </li></ul><ul><li>Solutions and understanding </li></ul><ul><li>More than the products the people </li></ul><ul><li>Safety </li></ul><ul><li>Professional and real </li></ul>Case Example: It’s Just Air http://www.airproducts.com/TellMeMore/indexmovie.htm
  19. 20. Case Example: It’s A Card The Competition & Perceptions Credit Card Industry
  20. 21. Case Example: It’s A Card Evolved From Evolved To Or Is It More?
  21. 22. <ul><li>Quality & personal </li></ul><ul><li>Access to desired life style </li></ul><ul><li>Friend where you live </li></ul><ul><li>Security & private </li></ul><ul><li>One of a kind/ Unique </li></ul>Case Example: It’s A Card Brand Promise: http://www.mylifemycard.com/commercials/spot5/index.html
  22. 23. Our Evolution <ul><li>What Have We Done To Date? </li></ul><ul><ul><li>Held phone interviews with CCE management </li></ul></ul><ul><ul><li>Reviewed customer satisfaction information </li></ul></ul><ul><ul><li>Met with branding consultants </li></ul></ul><ul><ul><li>Met with field teams to gain customer insights </li></ul></ul><ul><ul><li>Talked with customers </li></ul></ul><ul><ul><li>Reviewed competition & markets </li></ul></ul><ul><ul><li>Developed evolved logo & standards </li></ul></ul><ul><ul><li>Shared with team as moved forward </li></ul></ul><ul><ul><li>Piloting new branding elements </li></ul></ul><ul><ul><li>Bruce Auger named executive sponsor of branding </li></ul></ul>
  23. 24. A Starting Point Our Mission is to by providing high quality, responsive construction and facility operations services with empowered professional employees Build relationships that withstand the test of time Exceed our customers’ expectations by keeping our promises and honoring our commitments And customer satisfaction is the measure of our success
  24. 25. More Input Centennial’s Value Statement
  25. 26. <ul><ul><li>To consistently focus on the customer’s needs and requirements, delivering responsive and top–quality solutions to our customers that are on target, on budget, and above expectations. </li></ul></ul>The Brand Promise
  26. 27. B rand Pillars <ul><li>Brand Personality </li></ul><ul><ul><li>Pioneer </li></ul></ul><ul><ul><li>Bold </li></ul></ul><ul><ul><li>Professional </li></ul></ul><ul><ul><li>Leader </li></ul></ul><ul><ul><li>Proud </li></ul></ul><ul><ul><li>Integrity </li></ul></ul><ul><ul><li>Consistent </li></ul></ul><ul><ul><li>Responsive </li></ul></ul><ul><ul><li>Detail–oriented </li></ul></ul><ul><li>Emotional Benefits </li></ul><ul><ul><li>Trusted </li></ul></ul><ul><ul><li>Safe </li></ul></ul><ul><ul><li>Relationship focused </li></ul></ul><ul><ul><li>Take the pain away </li></ul></ul><ul><ul><li>Faith in the CCE </li></ul></ul><ul><ul><li>Process & experience </li></ul></ul><ul><ul><li>Confidence </li></ul></ul><ul><ul><li>Dependable </li></ul></ul><ul><ul><li>Solutions </li></ul></ul><ul><ul><li>Resolutions </li></ul></ul><ul><ul><li>Simple </li></ul></ul><ul><ul><li>Not alone when you need help </li></ul></ul><ul><li>Functional Benefits </li></ul><ul><ul><li>Effective </li></ul></ul><ul><ul><li>Efficient </li></ul></ul><ul><ul><li>Task oriented </li></ul></ul><ul><ul><li>Predictable processes </li></ul></ul><ul><ul><li>Communicative </li></ul></ul><ul><ul><li>Flexibility </li></ul></ul><ul><ul><li>Integrator </li></ul></ul><ul><ul><li>Partnering </li></ul></ul><ul><ul><li>Organization </li></ul></ul><ul><ul><li>Coordination </li></ul></ul><ul><ul><li>Win–Win </li></ul></ul><ul><ul><li>Quality & Service </li></ul></ul><ul><ul><li>Customer First </li></ul></ul><ul><ul><li>Consistent Outcomes </li></ul></ul><ul><ul><li>Done the Right Way </li></ul></ul><ul><ul><li>One-Stop Solutions </li></ul></ul>
  27. 28. Key Lead–ins <ul><li>People–Process–Proven </li></ul><ul><li>Outcomes That Delight </li></ul><ul><li>Whatever It Takes </li></ul><ul><li>Trust–Results–Relationships </li></ul>
  28. 29. Tag Line <ul><li>Delivering Solutions, Building Relationships. </li></ul>Brings the idea that we are about execution of solutions for our customers, and as we perform we growing our bond between the customer and Centennial.
  29. 30. Logo Today History, Time, Commitment, Experience???? Process, Movement, Interlocking Hands???? Could be negative, limiting???? ?
  30. 31. Logo Concepts
  31. 32. Logo Concepts
  32. 33. Recommendation
  33. 34. Recommendation
  34. 35. Recommendation
  35. 36. Why Green? <ul><li>Help Centennial stand out in the marketplace </li></ul><ul><li>The green color selected is to demonstrate synergy with FruCon but not be identical in order to convey that Centennial is unique </li></ul><ul><li>The logo recommendation is an evolution of the Centennial brand </li></ul><ul><li>Green represents: </li></ul><ul><ul><li>Financial stability </li></ul></ul><ul><ul><li>Fresh/new solutions </li></ul></ul><ul><ul><li>Living </li></ul></ul><ul><ul><li>Calm </li></ul></ul><ul><ul><li>Energy </li></ul></ul><ul><ul><li>Go </li></ul></ul><ul><ul><li>Environmentally friendly </li></ul></ul>
  36. 37. Recommendation Brand Color Palette
  37. 38. Recommendation Fonts
  38. 39. Examples
  39. 40. Pilot Insights <ul><li>Shown to field and used in certain materials </li></ul><ul><li>Shown at corporate via new web site </li></ul><ul><li>Shared with management via branding document </li></ul><ul><li>Majority like the new look & approach </li></ul><ul><li>Some want to make quantum leaps, others fearful of even talking about change </li></ul><ul><li>A few at corporate don’t like “green” </li></ul><ul><li>A few don’t like the de-emphasizing “contractors enterprises, inc.” </li></ul>
  40. 41. Approach <ul><li>Evolution, over next 12 to 15 months </li></ul><ul><li>Start with corporate marketing materials </li></ul><ul><li>Moth to a flame: meaning better stuff will attract field interest and use </li></ul><ul><li>Asking for your support to move forward </li></ul>