Paul Middlebrook and Judith Stracey, Transform Conference 2012


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Case study- a story of radical brand transformation through brand storytelling.

Business in highly competitive and often relatively low margin sectors focus their energy quite rightly on service excellence and risk mitigation.

In this pursuit to deliver competitive service levels, businesses often forget 'who they are and why they are different'. They stop communicating 'ATTITUDE' and focus on 'A to B'.

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Paul Middlebrook and Judith Stracey, Transform Conference 2012

  1. 1. A case study of Transformationbased on brand storytellingJudith Stracey, ManagingDirector of White LogisticsPaul Middlebrook, ManagingDirector, The Allotment
  2. 2. Thank you
  3. 3. Growing White Logistics & StorageAn amazingjourney
  4. 4. Our storybegan 39 years ago...
  5. 5. Where we were
  6. 6. Where we want to be• Double the size of our business over the next 5 years.• Improve facilities and business infrastructure to improve operational efficiency.• Drive sales with a more focussed customer retention and acquisition strategy.• Develop people talent and family management structure to ensure that the business is ‘fit’ to survive, adapt and prosper as it moves from a first generation to a second generation family business.• Develop a clear sector leading brand which magnifies growth, illustrates ambition and communicates a distinctive and relevant brand promise.
  7. 7. The Results say it all!• In the first 6 months £600k of new business won and growing as a direct result of the rebranding.• Turnover is expected to increase by 50% in 2012/2013 from 2009/10 in what is a difficult marketplace.• “In 2012 we have been averaging 3 new customers per week. In 2011, we were lucky to get one a fortnight.”• The rebrand has been widely praised by White’s customers.• The brand is a focus of pride and an instrument of change in the business.
  8. 8. We’ve become a ‘challenger’“We are picking up a lot of work from ourcompetitors, not by undercutting on price, butbecause the customer believes they will get a betterservice”.Our new brand has not re-invented White’s - it hastold our story in a clearer and more compelling way.What we are has always been there but it was hidden!
  9. 9. The Design Process Growing understanding
  10. 10. Research - What customers said“With White we do not have to worry. They dowhat they say they are going to do and if thereis a problem they generally let us know”.“They offer solutions, not excuses.”“White ‘make it right’ - they look for solutions.”
  11. 11. Research - What people said internally“Our point of difference is our ‘extra level of service’ -we rarely say NO, we do whatever it takes to sort out issuesfor customers.”“Our strengths are that we are conscientious and thatwe put ourselves out. We are problem solvers.”“White’s difference really focusses on the quality of our drivers.We recruit on personality and enthusiasm as our drivers are the mainpoint of customer interface. We can build on ability but attitude isincredibly important.”
  12. 12. What’s happening out there?
  13. 13. A single minded ‘big idea’.
  14. 14. White’s promiseWe’re about solutionsnot problems. We’ll dowhatever it takes todeliver.Service, attitude and high standards arethe key differentiator for White’s.
  15. 15. Expressingthe ‘big idea’.
  16. 16. Design themes. Which direction?
  17. 17. Design theme 1
  18. 18. Design theme 2
  19. 19. Design theme 3. Chosen theme.
  20. 20. Bringing the‘big idea’ to life.
  21. 21. White identityTheAllotment Copyright 2011
  22. 22. Truck liveryTheAllotment Copyright 2011
  23. 23. Truck liveryTheAllotment Copyright 2011
  24. 24. Truck teasersTheAllotment Copyright 2011
  25. 25. Truck liveryTheAllotment Copyright 2011
  26. 26. Brochure
  27. 27. Sales materialsTheAllotment Copyright 2011
  28. 28. Storytelling with Haulage heroesTheAllotment Copyright 2011
  29. 29. Haulage heroesTheAllotment Copyright 2011
  30. 30. Haulage heroesTheAllotment Copyright 2011
  31. 31. WebsiteTheAllotment Copyright 2011
  32. 32. UniformsTheAllotment Copyright 2011
  33. 33. StationeryTheAllotment Copyright 2011
  34. 34. The Results +• The brand has become a focus for positive conversations• The new truck livery was a finalist in the ‘best livery’ category at the 2011 Motor Transport Awards.• The project won the best rebrand category in the Marketing Design Wards 2011.• It has been short listed in the 2012 Transform Awards (Tonight!).
  35. 35. So what can we learn from this project?
  36. 36. 1. Dig-deep to discover what youare and what is important to your customers.
  37. 37. 2. Be authentic(a brand is the collective intent of the people behind it).
  38. 38. 3. Be very, very clear and keep it simple. The best stories have simple structures.
  39. 39. 4. Focus on purpose and culture alignment.
  40. 40. 5. Don’t sell - engage and tell a story which focuses on how you will improve people’s lives.
  41. 41. 6. Be as different as you can be. Disrupt ‘Norm’ - he’s dull.
  42. 42. 7. Manage and inspire at every touchpoint. They all count evenwhen they are not in your control. @twitter
  43. 43. “For me marketing is aboutvalues. This is a very noisy worldand we are not going to getpeople to remember very muchabout us. So, we have to be veryclear about what we want themto know about us.”Steve Jobs. 1997
  44. 44. Our purpose...
  45. 45. ... help businesses growby effective storytelling.
  46. 46. Thank youThe Allotment175-185 Gray’s Inn RoadLondon WC1X 8UETelephone: 07815