This document summarizes a presentation on applying a global brand. It discusses the importance of having a strategic plan to manage a branding project from start to finish, ensuring all stakeholders, touchpoints, and assets are considered. It emphasizes the need for project management expertise to implement the brand consistently on time and on budget. Finally, it stresses maintaining the brand's value after rollout by protecting assets and expanding to new sites.

1. Date
26/06/2013
Prepared for
Webinar
www.endpoint.co.uk
The CMO s guide to applying a global brand
By Tony Lorenz, 26th June 2013
In association with

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The CMO’s guide to
applying a global brand
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Tony Lorenz
Strategy & Development Director, Endpoint
Your host
– Over 20 years experience on both
client and agency side
– Worked in sectors including
consumer, B2B, hospitality, retail
– Worked for brands including
Ahold, Mövenpick, John Lewis

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applying a global brand
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欢迎光临
Willkommen
!"#$%
ようこそ
Benvenuto
Bienvenido
Welkom
Salve
Welcome
Bienvenue

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applying a global brand
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$2.6 trillion
The brand value of the 100 biggest global brands
Millward Brown Optimor, BrandZ 2013

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applying a global brand
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15%
of the value of your organisation relates
to goodwill, represented by the brand

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applying a global brand
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What drives a brand change?

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applying a global brand
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What drives a brand change?
Brand refresh
Complete rebrand
Merger or acquisition
Creating a brand from scratch

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applying a global brand
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Rebranding assumptions
5

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applying a global brand
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The marketing team
can handle the rebrand
#1

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applying a global brand
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C-suite

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applying a global brand
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All stakeholders

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applying a global brand
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Rebranding is all
about the logo
#2

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applying a global brand
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Brand Environment

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applying a global brand
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Customer Experience

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applying a global brand
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Brand Culture

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applying a global brand
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Tone of voice

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applying a global brand
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We need to focus on
the brand design first
#3

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applying a global brand
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Many rebrands follow this pattern…

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applying a global brand
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1:20

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applying a global brand
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applying a global brand
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We have everything we need to
manage the rebrand in-house
#4

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applying a global brand
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7 years
...on average once every seven years
a brand change takes place

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applying a global brand
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3 years
9 months
...the average tenure of a CMO
Spencer Stuart, May 2013

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applying a global brand
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44%
...of marketers will be looking to move in 2013
Marketing Week, January 2013

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applying a global brand
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Marketing Week, January 2013

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applying a global brand
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Our branding project has
finished ...time to move onto
something else
#5

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applying a global brand
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Keep managing the brand

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applying a global brand
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Maintain the brand estate

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applying a global brand
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Manage the continued expansion
?
?
?
?
??

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applying a global brand
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How do you apply a global brand?
So...

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applying a global brand
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“Where do we start?”
#Q1

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applying a global brand
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Create the business case for change

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applying a global brand
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Analyse your VOF

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applying a global brand
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List your assets
Signage & Environments
Packaging
Online
Forms
Vehicle Livery
Advertising
Stationery
Exhibitions
Merchandise
Uniforms

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applying a global brand
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Summarise
Region Country Office Branded element
Stationery
Sales/Marcomms
Promotional
3D
Businesscard
Letterhead
Complimentslip
Envelope
Invoice
PO
Brochures
Casestudies
Factsheets
A4Flyer
Folders
Rolloutbanners
Notepad
Pen
Post-itnote
IDcard
T-shirts
Mugs
Stressballs
Bottledwater
CDs
USBSticks
Puzzle
Eventstand
Externalsignage
Internalsignage
Vehicles
EUROPE Austria Vienna
Belgium Brussels
Denmark Copenhagen
France Paris
Germany Düsseldorf
Berlin
Italy Milan
Netherlands Leiden
Norway Oslo
Sweden Stockholm
Switzerland Solothurn
UK Guildford
Luton
APAC China Shanghai
Hong Kong Hong Kong
India Chennai
Singapore Singapore
AMERICAS United States Austin
Number of locations having branded item 16 14 4 9 1 1 12 7 12 1 7 8 12 13 1 5 1 3 1 1 5 3 3 6 11 15 1
% of locations 89% 78% 22% 50% 6% 6% 67% 39% 67% 6% 39% 44% 67% 72% 6% 28% 6% 17% 6% 6% 28% 17% 17% 33% 61% 83% 6%
>70%
Between 50 and 70%
Between 20 and 50%

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applying a global brand
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Prioritise

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applying a global brand
Max
Min
Difficult Easy
Quick WinsHigh Priority
Next Priority
Worth doing ?
Impact/Visibility
Ease of change
37
Prioritise

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Scenarios for rollout
Investment
Replacement
(100% phasing)
Smart
(Pareto 80/20)
Big bang
(100% ready for launch)Exposure
& visibility

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applying a global brand
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High level timescales for rollout

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applying a global brand
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Determine the costs

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applying a global brand
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Understand your organisational capabilities

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applying a global brand
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Start building an implementation masterplan

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applying a global brand
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And now you can…

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applying a global brand
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Appoint a brand agency

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applying a global brand
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“How do we apply the branded
assets consistently?”
#Q2

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applying a global brand
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To specify the design of each element and to
consistently apply every design you will need…
–
Touchpoint expertise
–
Application design/guidelines
–
Product development
–
Prototyping
–
Product rationalisation
–
Value engineering
–
Global sourcing

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applying a global brand
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“How do we implement on time,
on budget and ‘on vision’?”
#Q3

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applying a global brand
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Brands are applied on time, on budget and
on vision with the support of…
–
Brand environments and site audits

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applying a global brand
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Brands are applied on time, on budget and
on vision with the support of…
–
Brand environments and site audits
–
Tender management
–
Procurement
–
Planning applications
–
Landlord consents
–
Supply chain manage
–
Installation management

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applying a global brand
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“How do we the protect the value of
our brand after the initial rollout?”
#Q4

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applying a global brand
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Protect the value of your brand after
the initial rollout with…
–
Brand centre (Digital Asset Management system)

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applying a global brand
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–
Brand centre (Digital Asset Management system)
–
A plan for new sites and global expansion
–
Compliance audits
–
Advice on legislation changes
–
Maintenance admin
–
Help desk support
–
Supplier management
Protect the value of your brand after
the initial rollout with…

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applying a global brand
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To summarise
So...

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applying a global brand
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Summary
–
Plan early
–
Strategy, Design, Implementation considered as one
–
Visual, Organisational and Financial effect of brand change
–
Brand change masterplan
–
Something you can take to the C-suite

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applying a global brand
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Are there any questions
you’d like to ask Tony?
Q&A

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applying a global brand
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Thank You
“If you don’t know where you’re going, how do you
know when you get there?”
Steve Maraboli: Life, the Truth and Being Free

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