B2B Strategy for Frames
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Frames is a global provider of oil and gas systems and solutions with 16 offices worldwide. Bohemia Amsterdam was hired to develop a clear proposition and brand strategy to unite Frames' various divisions. Through desktop research, interviews, and workshops with Frames employees, Bohemia Amsterdam defined the brand essence, vision, mission, values, and proposition. This resulted in a single corporate identity and presentation, consolidated brochures based on categories rather than individual business units, and a new tagline communicating Frames' unity as "a family of oil & gas solutions."
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B2B Strategy for Frames
- 1. Bohemia AmsterdamFramesB2B Strategy Case Proposition Bohemia: Marco de Boer, Kyra Roest Client: Léon van Bossum, Kristine de Wilde Frames
- 2. Bohemia Amsterdam Situation Frames is a global provider of high quality custom-made oil and gas systems & solutions. They handle everything between well and pipeline and service most major oil & gas companies. With 16 offices worldwide they have grown to be a significant player in their industry in a relatively short time. Over the years that they have grown they added several divisions from Process Systems and Flow Control & Safeguarding to Heat Exchange and Separation Technologies. FramesB2B Strategy Case
- 3. Bohemia Amsterdam Assignment Develop a clear proposition and bind all Frames divisions together. FramesB2B Strategy Case
- 4. Bohemia Amsterdam Steps Desktop Research & Interviews Goal setting workshop with Strategic Team Positioning workshops with general managers of business units Conclusions • Core Values • Brand Essence • Vision, Mission & Ambition • Proposition Pay-off Enroll FramesB2B Strategy Case
- 5. Bohemia Amsterdam Desktop Research & Interviews Bohemia Amsterdam read all available Frames’ documentation, visited Frames’ locations and interviewed some key Frames employees. While researching competitors and their positioning, BA mapped the jargon in the field of oil & gas production. FramesB2B Strategy Case
- 6. Bohemia Amsterdam Goal Setting Workshop In one workshop with the Strategic Team, BA set up the scope of the assignment FramesB2B Strategy Case
- 7. Bohemia Amsterdam Positioning Workshops In four workshops with general managers of Frames’ business units, the Bohemian team drew the companies brand essence, the vision, mission and ambition, and the proposition. Using: • Brand Quadrant • Core Value Selection Method • Brand House FramesB2B Strategy Case
- 8. Bohemia AmsterdamFramesB2B Strategy Case Brand Quadrant Brand Quadrant Bohemia AmsterdamFrames Function Differentiators Source Of Authority Image Frames Perspective Client Perspective Know-How Brand Quadrant Brand Quadrant Bohemia AmsterdamFrames Function Differentiators Source Of Authority Image Frames Perspective Client Perspective Know-How
- 9. Bohemia AmsterdamFramesB2B Strategy Case Core Value Selection Method Core Values Bohemia AmsterdamFrames Involved Commited Part of Immersed Communal Interested Collaborative Connected Implicated Affected Required Driven Motivated Aimed at Goal Oriented Guided Passionate Determined (Mind) set Moving forward Taken action On track Sharp Cutting-edge Precise Accurate Keen Insightful Renetrating Decisive Perfectionist Straigth Opinionated Reliable Secured Trustworthy Strong Honest Consistent Tangible Related Organised Smooth Reputated Together Communal Part of Collaborative Team-oriented Organised Everything Equal Achived Familial Bound
- 10. Bohemia AmsterdamFramesB2B Strategy Case Differentiator Value Aspiration Value Anchor Value Brand House Committed Strategy Model Bohemia AmsterdamBrand House Brand Essence “a family of oil & gas solutions” Together Reliable Driven Sharp Differentiator Value Aspiration Value Anchor Value Brand House Committed Brand House Bohemia AmsterdamFrames Brand Essence “a family of oil & gas solutions” Together Reliable Driven Sharp
- 11. Bohemia Amsterdam Vision, Mission, Etc. Together with Frames managers we defined the vision, mission and ambition, and the proposition in the last workshops. Bohemia Amsterdam is a fan of keeping things simple. Therefore we used the following easy-to-explain approach for these subjects. FramesB2B Strategy Case
- 12. Bohemia Amsterdam VMA Vision: how you see the market you’re in. Mission: how you want to make a difference. Ambition: how ‘big’ you want to become. Proposition Promise: what you want to deliver to your clients. Proof: how you can proof your promise. FramesB2B Strategy Case
- 13. Bohemia Amsterdam Tag Line The new tag line (pay-off) has to: • communicate unity • improve cross-sell • stand out in the market • carry the brand essence Note: a tag line conveys the most important product attribute or benefit that the advertiser wishes to convey. FramesB2B Strategy Case
- 16. Bohemia Amsterdam New Wind A Family of Oil & Gas Solutions resulted in one corporate identity, one corporate presentation for all units, five brochures based on categories like Gas and Flow Control & Safeguarding instead of several product brochures per business unit. Check out our other Slideshare presentation Frames Corporate ID for more visuals. FramesB2B Strategy Case
- 17. Copyright © Bohemia Amsterdam 2015 All aspects of this presentation – design, text, graphics, concepts, ao – are copyright Bohemia Amsterdam and it’s affiliates or content and technology providers. Bohemia Amsterdam Generaal Vetterstraat 72-a 1059BW Amsterdam The Netherlands +31 [0]20 42 33 555 bohemiaamsterdam.com Just be yourself. For more information: Hugo Kalf hugo@bohemiaamsterdam.com