Transform: The value of your values, John Godfrey

Communicate magazine. Transform Conference

The Project
Rebrand under “Every Day Matters” organising thought
All offline collateral material
Approx 25 consumer and intermediary websites
Internal Communications/Employee engagement
4 year plan, maximum resource efficiency
Design elements factored-in cost eg no logo replacement
A heavily intermediated business! Brand spend seen in context of sales metrics, product unit costs, broader company metrics

Opportunity to drive efficiencies
Step 1 – review of all brand assets
New brand guidelines and asset library to force re-use and efficiency
Grids and use of in-house studio for “standard” work eases workflow and reduces creative time and spend
Rebrand an opportunity to review purchasing: contract, print etc
Online rebuild (non-secure sites) encourages CMS and self-service
Combined under auspices of Brand Optimisation Project (BOP)

Delivered to tight budget
< £2m p.a. over 4 years (excluding headcount)
Small team (< 25 in brand and web, running all BAU as well as re-brand)
Agency costs kept low, production costs optimised
No “big bang” event requiring short-term high resources
Particular focus on metrics and RoI
Project costs separated from BAU/Unit costs with projects agreed at every stage

RESULTS: CONSUMER SCORECARD Q2 2011 v. Q2 2010 Familiarity Familiarity with products and services Q2 2010 v. Q2 2011 Advocacy Likelihood to recommend Q2 2010 v. Q2 2011 NPS score Ability to attract (positive – negative) Q2 2011 Commitment Likelihood to purchase/re-purchase Q2 2010 v. Q2 2011 Credibility Reflection of brand personality Q2 2010 v. Q2 2011 Awareness Spontaneous awareness (unprompted) Q2 2010 v. Q2 2011 Brand perception measures Brand performance measures +1% +6% +2% +6% +5%

Key Lessons
Project management crucial: backed by metrics
Engage all marketing staff and employees
Opportunity to generate other efficiencies
Cost is a factor in determining scale of rebrand
Avoid “big bang” unless necessary
You can be radical without being extravagant

Transform: The value of your values, John Godfrey

by Communicate Magazine on Oct 24, 2011

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