Transform your brand vision into a better brand experience
Rebranding is an exciting yet complex process. There is all the front end excitement of workshops, creating a new positioning idea, an identity concept and its potential applications. But organisations often have the strategy and design mapped out but not the implementation. And it’s through smart implementation that the brand will succeed. Often these three elements are not holistically conceived as ‘one’ masterplan and clients wait too long to ask: Where do we start? How much will it cost? How do we organise all these things? With an emphasis on the Middle East and drawing on extensive experience of working on international rebranding programs, Tony Lorenz, strategy director at Endpoint outlines a powerful planning approach for engineering a successful rebrand. He will identify some common pitfalls to avoid and detail the steps that will transform a brand vision into a 3-dimensional customer experience. From the Transform conference MENA in Dubai on 2 June 2014. For more info on Transform events please visit http://www.transformmagazine.net
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Transform your brand vision into a better brand experience
- 1. Date 02/06/2014 Prepared for Transform MENA www.endpoint.co.uk Transform your brand vision into a better brand experience
- 2. Page 2 Tony Lorenz Strategy & Development Director, Endpoint – Over 25 years experience on both client and agency side – Worked in sectors including hospitality, retail, professional services and banking – Worked for brands including Mövenpick, Eurostar, Ernst & Young, Fitness First and HP
- 4. Page 4 About us A specialist team of brand implementation consultants, project managers, design managers and touchpoint experts A vision: to make brand flourish in the real world Three offices: London, Dubai, Doha A common goal: transforming brand identity and guidelines into something tangible that people can see, touch and experience.
- 5. Page 5 Some of our clients
- 6. Page 6 Reasons for rebranding? Complete repositioning Merger or acquisition Creating a brand from scratch Brand reputation
- 8. Page 8 The marketing team will manage the rebrand #1
- 9. Page 9 Brand ambassadors: C-suite
- 10. Page 10 Total brand guardianship: all stakeholders
- 11. Page 11 Rebranding is all about the logo #2
- 12. Page 12 Brand Culture and Engagement
- 15. Page 15 We need to focus on the brand design first #3
- 16. Page 16 Most rebrands follow this pattern… Strategy Brand concept Design Development Guidelines Implementation (TBC)
- 17. Page 17 The magic and the logic ‘Magic’ (the emotion) Endpoint partner clients’ and agencies to ensure brand imagination is realised to create impactful brand experiences. ‘Logic’ (the rational) Endpoint plans & manages the physical brand implementation journey, guiding clients through the complex logistics.
- 18. Page 18 1:20
- 19. Page 19
- 20. Page 20 We have everything we need to manage the rebrand in-house #4
- 21. Page 21 7 years ...on average once every seven years a brand change takes place
- 22. Page 22 Marketing Week, January 2013
- 23. Page 23 Our branding project has finished ...time to move onto something else #5
- 24. Page 24 Keep managing the brand
- 25. Page 25 Maintaining the brand
- 26. Page 26 How do you apply a new brand identity? So...
- 27. Page 27 Create the business case for change
- 28. Page 28 Determine the costs
- 29. Page 29 Start building an implementation masterplan
- 31. Page 31 Summary – Plan early – Strategy, Design, Implementation considered as one – Visual, Organisational and Financial effect of brand change – Brand implementation masterplan – Something you can take to the C-suite
- 32. Page 32 Are there any questions you’d like to ask? Q&A
- 33. Page 33 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
- 34. © Endpoint. This document and the material contained in it is the property of Endpoint and is given to you on the understanding that such material and the ideas, concepts and proposal expressed in it are the intellectual property of Endpoint and protected by copyright. It is understood that you may a use this material or any part of it for any reason other than the evaluation of the document unless we have entered into a further agreement for its use. The document is provided to you in confidence, on the understanding it is not disclosed to anyone other than those of your employees who need to evaluate it. /company/endpoint www.endpoint.co.uk @endpoint_uk