June 2013Brand StrategyOverviewPrepared for ClickSoftwareTuesday, June 25, 13
June 2013Our Branding Credentialsmsystems Sold to SanDisk for $1.6BJVP A leading International VC firmRapaport World leade...
June 2013Part 2Branding, An IntroductionJune 2013Tuesday, June 25, 13
June 2013Branding, an IntroductionBrandA symbolic construct.All of the information & expectations associatedwith a company...
June 2013Branding, an IntroductionTuesday, June 25, 13
June 2013Why do we need a brand?Strong brands tell powerful stories that arebelieved by customers, staff and investors.Bra...
June 2013Why do we need a brand?Clarifies positioning to your audience and the marketEasy to tell, easy to sellCreates dif...
June 2013Branding, an IntroductionGreat brands have one thing in common:The ability to align the business behind asingular...
June 2013When do we need to brand?New company, new nameEntering new markets / launching new productsTo revitalize a brand ...
June 2013Where is the value in branding?The strength of the brandis the only differentiatorin a world of connected andknow...
June 2013Where is the value in branding?Stronger brands tend to:Enjoy stronger revenue growth.Have large, more sustainable...
June 2013Where is the value in branding?The intangible asset calculated in goodwill,brands are worth real equity.Apple $18...
June 2013Who are we branding for?Branding, an IntroductionCUSTOMERSEMPLOYEESREGULATORSBOARD OFDIRECTORS PROFESSIONALASSOCI...
June 2013What are the underlying layers of a brand?Branding, an IntroductionBrand PromiseBeliefs andValuesBenefitsFeatures...
June 2013The brand aligned organization:Branding, an IntroductionFINANCEOPERATIONSHUMANRESOURCESMARKETING BRANDORGANIZATIO...
June 2013Global brands / Brand systemsBranding, an IntroductionTuesday, June 25, 13
June 2013Branding, an IntroductionGlobal brands / Brand systemsTuesday, June 25, 13
June 2013Part 3Case Study: RetalixJune 2013Tuesday, June 25, 13
June 2013BackgroundSweeping changes in business strategy, managementand investors sent Retalix searching for ways to tell ...
June 2013Case Study, RetalixCorporate and productoverviewCorporate, product &competitor overview preparedand emailedIsrael...
June 2013Phase 2: Brand strategyBrand values / attributes /personality developmentMission & Vision Big idea workshop Produ...
June 2013Phase 3: MessagingCorporate messaging andpositioningTagline Brand promise / boilerplates /Elevator pitchVerbal br...
June 2013Phase 4: Identity / Creative ConceptCreative concept development Logo development Brand identity / color palette ...
June 2013Phase 5: Brand ImplementationFinal concept refinement SignageCollateral developmentBrand marketing:Online interact...
June 2013Before the branding processCase Study, RetalixTuesday, June 25, 13
June 2013Before the branding processCase Study, RetalixTuesday, June 25, 13
June 2013The New Brand IdeaRetalix.Retail Future Ready.Case Study, RetalixTuesday, June 25, 13
June 2013The VisionA definitionWhat the organization wants to become.Forward looking, aspirational, inspirational.Our Visio...
June 2013The MissionA definitionThe organizations reason for existing.Usually described in between 7 and 25 words.Our Missi...
June 2013LeadershipPioneersin the retail domain,we create trendsand inspire theindustry.CommitmentWorkingwith our customer...
June 2013Openness - We encourage ideas and input from those around us, thriving oninteraction with the world at large.Crea...
June 2013Tuesday, June 25, 13
June 2013Tuesday, June 25, 13
June 2013Tuesday, June 25, 13
June 2013Tuesday, June 25, 13
June 2013Tuesday, June 25, 13
June 2013Organizational Roll-OutNew brand run through senior management and HR beforeimplementation.New mission, vision an...
June 2013Project SuccessCase Study, Retalix“By providing a holistic approach, Designit has become atrusted business and cr...
June 2013Thank you!Roy Yogev, Managing Partner, Designit Tel-Aviv.roy.yogev@designit.comContactTuesday, June 25, 13
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The Power of Brand Strategy

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Presentation by Corie Bar Dea, Strategy Director at Designit TLV - "the power of brand strategy"

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The Power of Brand Strategy

  1. 1. June 2013Brand StrategyOverviewPrepared for ClickSoftwareTuesday, June 25, 13
  2. 2. June 2013Our Branding Credentialsmsystems Sold to SanDisk for $1.6BJVP A leading International VC firmRapaport World leader in diamond information servicesModu Raised $120m in venture capitalViaccessOrca Post merger strategic rebrandingAmdocs Strategic repositioning for GSS a $1.2B BUKodak - Leaf 3rd to 1st in category brand awareness in 1 yearCamtek Tagline, brand identity and website designKenshoo Brand identity and website designTufin Brand ID and web. Deloitte & Touche Fast 500 #12 fastest growing company 2011Retalix Strategic rebrandingSCR Strategic rebrandingCREDENTIALSTuesday, June 25, 13
  3. 3. June 2013Part 2Branding, An IntroductionJune 2013Tuesday, June 25, 13
  4. 4. June 2013Branding, an IntroductionBrandA symbolic construct.All of the information & expectations associatedwith a company, product or service.Tuesday, June 25, 13
  5. 5. June 2013Branding, an IntroductionTuesday, June 25, 13
  6. 6. June 2013Why do we need a brand?Strong brands tell powerful stories that arebelieved by customers, staff and investors.Branding, an IntroductionTuesday, June 25, 13
  7. 7. June 2013Why do we need a brand?Clarifies positioning to your audience and the marketEasy to tell, easy to sellCreates differentiation from the competitionEnsures consistency, for brand building over timeDrives confidence and loyalty from withinFosters emotional attachment, that haloes over the businessBranding, an IntroductionTuesday, June 25, 13
  8. 8. June 2013Branding, an IntroductionGreat brands have one thing in common:The ability to align the business behind asingular vision.“High performance, delivered.” “Think different.”“Just do it”“Building a smarter planet.”Tuesday, June 25, 13
  9. 9. June 2013When do we need to brand?New company, new nameEntering new markets / launching new productsTo revitalize a brand identityTo create a coherent storyAfter a period of strategic M&ABranding, an IntroductionTuesday, June 25, 13
  10. 10. June 2013Where is the value in branding?The strength of the brandis the only differentiatorin a world of connected andknowledgeable consumers”Steve Balmer, President, Microsoft“Tuesday, June 25, 13
  11. 11. June 2013Where is the value in branding?Stronger brands tend to:Enjoy stronger revenue growth.Have large, more sustainable gross margins.Exhibit less “systematic” business risk.As a result, they deliver, bigger more stable cash flows and hencecreate substantial shareholder value.Branding, an IntroductionTuesday, June 25, 13
  12. 12. June 2013Where is the value in branding?The intangible asset calculated in goodwill,brands are worth real equity.Apple $185BGoogle $113.6BIBM $112.5BMcDonald’s $90.2BCoca-Cola $78.4BBranding, an Introduction* WPP 2013 Top 100 Brand Values (Intangible earnings x Brand Contribution x Brand multiple)Tuesday, June 25, 13
  13. 13. June 2013Who are we branding for?Branding, an IntroductionCUSTOMERSEMPLOYEESREGULATORSBOARD OFDIRECTORS PROFESSIONALASSOCIATIONSINDUSTRYEXPERTSINVESTORSANALYSTSMEDIACOMMUNITYVOLUNTEERSSTRATEGICALLIANCESCOMPETITORSGENERALPUBLICDISTRIBUTORSSTAKEHOLDERGROUPSTuesday, June 25, 13
  14. 14. June 2013What are the underlying layers of a brand?Branding, an IntroductionBrand PromiseBeliefs andValuesBenefitsFeatures&AttributesWhat are the human traits andvalues we identify with?What are the key benefits webring to our audience?What are the attributes of our company/products that enable us to do this?Tuesday, June 25, 13
  15. 15. June 2013The brand aligned organization:Branding, an IntroductionFINANCEOPERATIONSHUMANRESOURCESMARKETING BRANDORGANIZATIONALSTRATEGY BRAND ORGANIZATIONALSTRATEGYFINANCEOPERATIONSHUMANRESOURCESMARKETINGBefore AfterTuesday, June 25, 13
  16. 16. June 2013Global brands / Brand systemsBranding, an IntroductionTuesday, June 25, 13
  17. 17. June 2013Branding, an IntroductionGlobal brands / Brand systemsTuesday, June 25, 13
  18. 18. June 2013Part 3Case Study: RetalixJune 2013Tuesday, June 25, 13
  19. 19. June 2013BackgroundSweeping changes in business strategy, managementand investors sent Retalix searching for ways to tell thecompany’s story strongly and consistently through abrand strategy and identity design project.Case Study, RetalixTuesday, June 25, 13
  20. 20. June 2013Case Study, RetalixCorporate and productoverviewCorporate, product &competitor overview preparedand emailedIsraeli basedmanagement interviewsExtensive overview & discussionof business strategy, business challenges,organizational structureUnited States basedmanagement interviewsFinalized competitor listfor competitor brand auditInterview insights –marketing team presentation28 Interviews15 Competitors AuditedInformationdownloadSummaryPresentationPhase 1: DiscoveryTuesday, June 25, 13
  21. 21. June 2013Phase 2: Brand strategyBrand values / attributes /personality developmentMission & Vision Big idea workshop Product sub-brandsand review of naming conventionsBrand architecture definitionBrand core /big ideaValues BrandarchitectureCase Study, RetalixTuesday, June 25, 13
  22. 22. June 2013Phase 3: MessagingCorporate messaging andpositioningTagline Brand promise / boilerplates /Elevator pitchVerbal brandCreative brief developmentElevator pitch Creative briefCase Study, RetalixTuesday, June 25, 13
  23. 23. June 2013Phase 4: Identity / Creative ConceptCreative concept development Logo development Brand identity / color palette /typeface selection / secondary brandlanguageVisual brand identity developmentManagement presentationCase Study, RetalixTuesday, June 25, 13
  24. 24. June 2013Phase 5: Brand ImplementationFinal concept refinement SignageCollateral developmentBrand marketing:Online interactive content selectorBrand movie creationBrand developmentWebsite redesign / alignmentCase Study, RetalixTuesday, June 25, 13
  25. 25. June 2013Before the branding processCase Study, RetalixTuesday, June 25, 13
  26. 26. June 2013Before the branding processCase Study, RetalixTuesday, June 25, 13
  27. 27. June 2013The New Brand IdeaRetalix.Retail Future Ready.Case Study, RetalixTuesday, June 25, 13
  28. 28. June 2013The VisionA definitionWhat the organization wants to become.Forward looking, aspirational, inspirational.Our VisionWe want to shape the future of retail,enabling business transformation and growth,helping retailers realize their vision.Case Study, RetalixTuesday, June 25, 13
  29. 29. June 2013The MissionA definitionThe organizations reason for existing.Usually described in between 7 and 25 words.Our MissionTo be the partner of choice for the worlds leadingretailers. Retalix provides the software, services andexpertise to enable a differentiated shopping experience,optimize operations and facilitate growth.Case Study, RetalixTuesday, June 25, 13
  30. 30. June 2013LeadershipPioneersin the retail domain,we create trendsand inspire theindustry.CommitmentWorkingwith our customers, weshare their challenges,doing whatever it takesto ensure their successExpertise30 years ofexperience indelivering successfulsolutions for theworlds mostdemanding retailers.ExcellenceAs professionals westrive for excellence inall that we doEmpowermentWe believe in ouremployees and supporttheir growth, helpingthem to realize their fullpotential. We recognizethem as our greatestsource of opportunity. InnovationThrough our ongoinginvestment in cuttingedge thinking andtechnology, we createand deliver marketready solutions and realbusiness value for ourcustomers.The ValuesTuesday, June 25, 13
  31. 31. June 2013Openness - We encourage ideas and input from those around us, thriving oninteraction with the world at large.Creativity - We accept ideas beyond our immediate comfort zone and seek toleverage disruptive solutions from outside our industry.Passion - We go above and beyond what is needed, approaching our work inan enthusiastic and spirited manner.Dedication - We work diligently, overcoming difficulties and obstacles with asingular focus.Focus - We are dedicated experts, ensuring relevance and value in all we do.Responsiveness - We are aware of and attentive to each other, our clients andour business partners.Brand PersonalityBrand attributes are used internally to help shape communications and serve as aplatform for creating additional dimensions of the brand.Tuesday, June 25, 13
  32. 32. June 2013Tuesday, June 25, 13
  33. 33. June 2013Tuesday, June 25, 13
  34. 34. June 2013Tuesday, June 25, 13
  35. 35. June 2013Tuesday, June 25, 13
  36. 36. June 2013Tuesday, June 25, 13
  37. 37. June 2013Organizational Roll-OutNew brand run through senior management and HR beforeimplementation.New mission, vision and creative posted throughout all officesin order to be top of mind with employees.Launched to customers and partners in global synergy events.Case Study, RetalixTuesday, June 25, 13
  38. 38. June 2013Project SuccessCase Study, Retalix“By providing a holistic approach, Designit has become atrusted business and creative partner delivering differentbrand strategies and practices and a fresh, recognizablevisual perspective, the expression of what can help usachieve the desired market perception”.Ruthie Weitz Leopold, Director ofProduct Marketing“Our brand perception hasimproved significantly bothinternally and externally”.Oren Betzaleli, CMOSold to NCR,$650 million“We prefer to maintain thenew Retalix brand over theNCR brand”.Shuky Sheffer, CEOTuesday, June 25, 13
  39. 39. June 2013Thank you!Roy Yogev, Managing Partner, Designit Tel-Aviv.roy.yogev@designit.comContactTuesday, June 25, 13
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