YEARS   OF BUILDING BRANDS




           YEARS
OF BUILDING BRANDS
YEARS   OF BUILDING BRANDS




Introduction
SME is a world leader in strategic brand development. Our areas
of practice ar...
YEARS   OF BUILDING BRANDS




OUR PROCESS: BrandONTM

About BrandON ™
BrandON is a complete brand transformation solution...
YEARS   OF BUILDING BRANDS




                        IN THE    SOUL           OF OUR       CLUBS
          IN THE       ...
2006	FIFA	World	Cup	Germany™	Official	Mascot	
     2006 FIFA World Cup Germany™ Official Mascot	



   	GOLEO VI
   	GOLEO...
YEARS     OF BUILDING BRANDS




    OBJECTIVEs                                                                 R E s u lT...
YEARS    OF BUILDING BRANDS




                        KASEYKAHNE




          KASEY  KAHNE
     THE MAN • THE RACER • T...
YEARS    OF BUILDING BRANDS




      Celebrate                                                                     THE QU...
YEARS    OF BUILDING BRANDS




    OBJECTIVEs                                                             R E s u lT s

A...
l a gal axy: i l l u m i n a t i n g t h e f u t u r e o f a m e r i c a n s o c c e r
                                   ...
DOLPHIN STADIUM: B r A n D i n g A g l o B A l D e S T i n A T i o n
                                                     ...
YEARS   OF BUILDING BRANDS




WHY SME?

Strategic Approach
	 •			 ur	ability	to	develop	successful	brand	strategies	will	...
YEARS   OF BUILDING BRANDS




                                                              YEARS
                       ...
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About SME

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About SME

  1. 1. YEARS OF BUILDING BRANDS YEARS OF BUILDING BRANDS
  2. 2. YEARS OF BUILDING BRANDS Introduction SME is a world leader in strategic brand development. Our areas of practice are Sports and Entertainment, Non-Profits, Higher Education and Consumer Products. We Build Brands.™ This is what we do. It speaks to the power of defining, expressing and engaging brands through pioneer thinking, brilliant creative and long-term strategy development. Our philosophy ensures distinct and competitive brand communication, increased brand value and creates deep emotional connections with consumers and partners. Services: • Strategy • Advertising • Positioning • Signage • Consumer Insights • Environmental Branding • Communications Platform • Marketing Collateral • Name Generation • Merchandise Design • Brand Identity & Design • Graphic Standards Development • Brand Engagement • Interactive Design Development
  3. 3. YEARS OF BUILDING BRANDS OUR PROCESS: BrandONTM About BrandON ™ BrandON is a complete brand transformation solution, which enables an enterprise to unleash the power of their brands through a highly focused development programme. The Benefits of BrandON ™ • Unifies the brand • Builds brand equity • Aids in corporate culture change • Creates long term positioning • Deepens affinity among fans and partners • Shapes sales and marketing strategies How Brand-ON Works 1. Define • Market Insights • Executive Interviews & Workshops • Summary of Analysis • Brand Strategy & Tactics 2. Express • Brand Communications Platform • Creative Design Execution • Identity/Look & Feel • Brand Guidelines 3. Engage • Brand Roll-Out Strategy • Internal & External Campaign Development • Benchmarking & Measurement • Ongoing Consultation “SME’s Brand-ON solution completely transformed the Detroit Pistons organization – on court, with our staff and most importantly, in the hearts and minds of our fans and partners.
  4. 4. YEARS OF BUILDING BRANDS IN THE SOUL OF OUR CLUBS IN THE SONGS OF OUR FANS IN THE HEARTS OF OUR PLAYERS IN THE WILL CHAMPION OF A IN THE WORDS T H A T U N I T E Football. Football. Fútbol. Soccer. Fútbol. S o c c e r. OBJECTIVEs The resulting creative expression – Football. Fútbol. Soccer. – Major League Soccer partnered with SME to develop a strategic galvanises all fans, and succinctly conveys the inherent ambitions branding and communication campaign that positions the league and emotional aspirations of the game. as the North American dialect of the World’s Game. sERVICEs sOluTIOn SME partnered with Major League Soccer to develop a brand SME developed a deeply engaging programme that unites all of positioning that aligns the league with the international MLS – teams, fans, partners and players – under one brand passion and spirit of the sport: statement, heightening esteem and awareness across the nation and the globe. Through a comprehensive research study to better • Brand Positioning understand how the MLS brand is perceived, its affinity drivers • Campaign Naming and its aspirations for the future, SME identified the essential • Campaign Identity points of differentiation for MLS. • Look Tools Kit • Print Advertising R E s u lT s • Graphic Standards Guide SME established the essence of MLS as one that communicates • Broadcast Advertising Bed the sport as everyone’s game – a beautiful game that is simple and pure. The MLS positioning reinforces the notion that the game connects each of us to one another and to the world – fan-to-fan, player-to-player, club-to-club and country-to-country. Contact: Fred Popp | SME Europe, No. 5, 32 Lovelace Gardens, Surbiton, Surrey, KT6 6SD UK | UK Tel: +44 (0)7588 663528
  5. 5. 2006 FIFA World Cup Germany™ Official Mascot 2006 FIFA World Cup Germany™ Official Mascot GOLEO VI GOLEO VI LE LEO OBJECTIVEs R E s u lT s GOLEO is the official mascot of the 2006 FIFA World Cup Germany. GOLEO exceeded all expectations for commercial success for FIFA He is a clumsy 8’ tall lion that loves kids and thinks he is a better and the partners. footballer than he actually is. GOLEO speaks several languages and carries around his “side-kick”, Pille (German slang for football). FIFA Marketing engaged SME to extend GOLEO beyond his physical cari- sERVICEs cature so that he would resonate better with a younger fan base. • Brand & Merchandise Strategy • Identity sOluTIOn • Characterisation Understanding the multitude of applications across a myriad of • Brand Extension commercial categories, including sponsorship, broadcast and • Graphic Standards Guidelines licensing; SME graphically represented GOLEO as he appears in costume, in 16 different football poses. Additionally, SME created the “GOLEO Self Portrait” line – a variety of fun, cool doodles drawn in a GOLEO’s own hand. Contact: Fred Popp | SME Europe | t: +44 (0)7588 663528 | e: fspopp@smebranding.com
  6. 6. YEARS OF BUILDING BRANDS OBJECTIVEs R E s u lT s To attract fans and partners back to the brand after the cancelled In the past three seasons, the Boston Bruins have become a 2004-2005 NHL season and to develop a new long-term position- transformed organisation both on and off the ice. The 08/09 ing based on the notion of teamwork, home, tradition and loyalty – season has seen record increases in attendance and team hallmarks of the Boston Bruins brand. performance. sOluTIOn The Boston Bruins engaged SME to develop The Hub of Hockey sERVICEs brand campaign, a compelling platform reflecting the team’s rich In developing a more consistent, concise, and effective brand for heritage and placing the Boston Bruins brand at the epicentre of Boston Bruins, SME employed the following services: all things hockey in New England. The Hub of Hockey is scalable to grass roots and youth initiatives, to high school/collegiate hockey, • Strategy & Tactics to NESN, the Bruins’ RSN, and to partner activation opportunities. • Consumer Insights The Hub of Hockey was inspired by the words of Oliver Wendell • Campaign, Tagline, Look and Feel Holmes, “Boston is the hub of the universe.” The campaign’s visual • Print, Television, Radio and Interactive Advertising expression was influenced by the patriotic spirit of those words, • Stakeholder Engagement intensifying the emotional bond for fans and making the brand a • Graphic Standards and Guidelines destination of the heart. Contact: Fred Popp | SME Europe, No. 5, 32 Lovelace Gardens, Surbiton, Surrey, KT6 6SD UK | UK Tel: +44 (0)7588 663528
  7. 7. YEARS OF BUILDING BRANDS KASEYKAHNE KASEY KAHNE THE MAN • THE RACER • THE TEAMMATE OBJECTIVEs he’s driving 150 mph in the Budweiser/Richard Petty Motorsports Professional racecar driver Kasey Kahne is a new force on the Number 9 Car, fishing, or putting time into his charitable founda- NASCAR landscape. In an effort to effectively communicate brand tion, Kasey Kahne is indeed Driven – by strong American values essence for the Kasey Kahne partnership brand – Budweiser, and a powerful will to simply be the best. Richard Petty Motorsports and Kasey Kahne – SME was engaged R E s u lT s to better define the brand for fans, partners and sponsors. Kasey Kahne is now positioned for maximum growth with fans, sOluTIOn partners and sponsors through advertising, point of sale and SME led a comprehensive consumer analysis that included focus social media channels. groups and on-track research identifying current fan perceptions. This helped guide the creation of an effective positioning, allowing sERVICEs all partners to activate Kasey’s values, attitude and ethics; thus In developing a more consistent, concise, and effective brand creating deeper, longer term connections. The overarching for Kasey Kahne, SME employed the following services: positioning, Driven, expresses exactly what the Kasey Kahne brand stands for: Integrity, Intensity and Excellence. • Consumer Insights • Strategy & Tactics Driven is supported by a three-part communications platform: • Communications Platform Kasey Kahne The Man, The Racer, and The Teammate. As The • Campaign, Tagline, Look and Feel Man, Kasey is an accomplished outdoorsman and thrill seeker; • Activation Guidelines as The Racer, Kasey is a world-class driver, intense and competitive; as The Teammate, Kasey is giving, caring, and humble. So whether Contact: Fred Popp | SME Europe, No. 5, 32 Lovelace Gardens, Surbiton, Surrey, KT6 6SD UK | UK Tel: +44 (0)7588 663528
  8. 8. YEARS OF BUILDING BRANDS Celebrate THE QUEST! OBJECTIVEs R E s u lT s As the first professional league in American sports history to The results identified and defined the NHL’s brand strengths cancel an entire season due to labour strife, the NHL faced a and provided the league with the tools to guide the brand into strenuous road in its return to ice. Before the lockout, declining a new era. game attendance, television ratings, sponsor support, revenue, and franchise values weakened one of America’s top four leagues in the face of serious competition from sports such as NASCAR, sERVICEs MLS and the Arena Football League. SME was contracted to As part of the NHL, SME developed the following help the NHL define its brand and prepare for its return to the branding tools: ice and beyond. • BrandON™ Workshop and Report sOluTIOn • Consumer Research • Executive Interviews A comprehensive brand audit was conducted including executive • Executive Workshop interviews with NHL management and fan focus groups. SME • Positioning developed a platform anchored by the core values of the league: • Values, Dimensions, Essence passion, toughness, courage, sacrifice, honour, team, respect, • Brand Values and commitment. The brand positioning culminates in a creative • Brand Communications Platform expression conveying the collective emotion of all fans and • Brand Identity Consultation players as they travel on a season long pursuit for Lord Stanley’s • Flash-based sales tool Cup. Celebrate the Quest! is the embodiment of this spirit. Contact: Fred Popp | SME Europe, No. 5, 32 Lovelace Gardens, Surbiton, Surrey, KT6 6SD UK | UK Tel: +44 (0)7588 663528
  9. 9. YEARS OF BUILDING BRANDS OBJECTIVEs R E s u lT s As the LPGA continues to grow and compete on the world stage These elements combine to form a dramatic illustration of the for fans, partners, sponsors and the media, a refreshed visual special and unique attributes of the brand and truly symbolise identity was required to better express brand meaning. The LPGA the LPGA’s brand promise of delivering The Very Best In partnered with SME to develop a new logo programme, aimed Women’s Golf. Golf at conveying the power, energy and contemporary lifestyle of LPGA golfers. sERVICEs sOluTIOns As part of the LPGA programme, SME developed the follow- ing branding tools: SME evolved the LPGA “swinging lady” logo into a strong, dynamic and athletic figure that communicates the passion, performance • Audit and Analysis and personality of the greatest female golfers in the world. A • Identity mixture of bright and bold colours was chosen to represent the • Graphic Guidelines brand’s global reach as well as to embody the natural essence and characteristics of the sport of golf - Grass Green, Sun Yellow and Sky Blue. The rectangular retaining shape was removed to suggest a future with limitless potential. Finally a clean, contem- porary type font was selected for high legibility and timelessness. Contact: Fred Popp | SME Europe, No. 5, 32 Lovelace Gardens, Surbiton, Surrey, KT6 6SD UK | UK Tel: +44 (0)7588 663528
  10. 10. l a gal axy: i l l u m i n a t i n g t h e f u t u r e o f a m e r i c a n s o c c e r YEARS OF BUILDING BRANDS The stars are shining brightly for MLS’ LA Galaxy. The long-awaited arrival of superstar David Beckham ushers a new era for profes- sional soccer in North America, elevating the team from national relevance to international recognition as “America’s International Superclub Brand”. To express the dramatic shift in LA Galaxy brand positioning and culture, SME was contracted to create a compelling brand identity that reflects the team’s new position- ing. Working in collaboration with AEG senior management and adidas, SME developed an iconic yet timeless emblem that embraces the world’s game and features a “quasar” as the central graphic element, as well as a prominent representation of city initials. The LA Galaxy’s new dynamic brand colours are deep blue, gold and white. The new look will lead the brand into an unprecedented future, and will surely come to symbolise the historic moment when American professional soccer began to truly compete on the world stage. PRIMARY MARK WORD MARK “A Quasar is the heart of a galaxy generating incredible light and energy. Our crest shows a Quasar shining brightly in a deep blue California sky. It illuminates the initials “LA”, used globally to refer to our City of Angels. The colour gold honours the Galaxy’s proud history and tradition in the Golden State.” Alexi Lalas, President and General Manager - LA Galaxy Services: Brand Strategy Brand Identity Contact: Fred Popp | SME Europe, No. 5, 32 Lovelace Gardens, Surbiton, Surrey, KT6 6SD UK | UK Tel: +44 (0)7588 663528
  11. 11. DOLPHIN STADIUM: B r A n D i n g A g l o B A l D e S T i n A T i o n YEARS OF BUILDING BRANDS T h e S i T u AT i o n The poSiTioning identifying a South Florida icon expressing the gateway to the Dream The first solution: renaming the venue to Dolphin Stadium. Making the South Florida is home to one of name singular was vital to establishing a brand identity for the venue the National Football League’s that is separate from that of the team. The brand demanded a life of its own, with the ability to still bestow its unique characteristics and premier franchises – the Miami gateway to personality upon the properties that play there. Second solution: SME arrived at a brand identity that is sleek, iconic and timeless, pointing the Dolphins – a brand ever associ- The organisation forward towards an amazingly bright future and supporting dream ated with perfection and the the new positioning - Gateway to the Dream. The brand represents pas- sage into games and events where this live experience is simply unparal- endless strive for excellence. leled. And from this sentiment, SME executed a huge array of creative In addition to serving as the home of this esteemed franchise, Dolphin Stadium is also home to the Florida Marlins (two-time the deliverables, expressing the new brand for all things Dolphin Stadium. The ToolS WEBSITE World Series Champions), University of Miami Football and the Building the Brand The ServiceS FedEx Orange Bowl Championships. Dolphin Stadium has also Armed with the new brand strategy, SME created all the tools complete coverage hosted a myriad of renowned national and international events crucial to launching a seamless brand communication program. SME employed a comprehensive, integrated approach, where including the Rolling Stones, The Three Tenors and the Monster At the heart of the creative expression was the sleek new identity every piece of communication, every employee, and every Truck Series. However, for all of it’s recognition and glory, that speaks to the culture, the excitement, and limitless future of message exudes the personality of this exciting new brand. Dolphin Stadium, having experienced several name Dolphin Stadium. The new stadium logo colours evolved from the changes over the years, was a brand in great need of classic Miami Dolphins palette - identifiable elements that capture a singular, strategic long-term identity and positioning. the unmatched spirit of the region. Such a brand evolution must Services included: activate at the internal level, so a major engagement initiative Integrated Communication Strategy Dolphins Enterprises enlisted SME to raise the bar was undertaken to effect cultural change within the company. The Identity Package and elevate the brand by creating a powerful, ambassadors of one’s brand starts with its people, and in this case, • Logo Program iconic identity so that audiences would recognize Dolphin Stadium folks passionately jumped on board. • Environmental Program this venue as the epitome of a world-class, South • Signage and Banners Florida entertainment experience. • Partnership Brand System • Staff Uniforms T�e C�u� L�vel • HD Brand Video SERVICE BRANDING Digital Asset Management System The chAllenge Website Design & Development capturing the Florida experience and Beyond Premium Seating Sales & Marketing Strategy South Florida is the most visited place on the planet with 80 million Direct Mail Campaign tourists a year arriving from all corners of the globe.A diverse place HTML e-campaign strongly tied to the Latin American culture. A region teeming with Web-based Micro-Site passionate people looking for their next awe-inspiring experience – Marketing Collateral whether it is dancing, dining, clubbing, golf, fishing, sunbathing or swimming. The inherent challenge for this project was to capture the essence of the region while enhancing the world-class experi- T h e r e S u lT S ence for international audiences at the stadium. This charge was paramount to remaining competitive for fans and partners in a Anywhere and everywhere landscape of old and new venues continuing to reinvent themselves You simply can’t convey the essence of a brand with sporadic by providing more and more amenities to fans and partners than execution. You must communicate this messaging at every touch- ever before. The 85,000 seat Dolphin Stadium is and will continue point imaginable. We immerse guests in the brand experience of to be, a global sports and entertainment destination. And over the Dolphin Stadium, from where they’re parking, to how they’re greeted, years it has become Super Bowl Central - site of five Super Bowls in to the foodservice, to their seating process, after every show and the past twelve years. Additionally, Dolphin stadium has undergone after the game, win or lose. Wherever they turn, they are living the a $300 million Club Level expansion. So how do you envelop all brand. We engage the guests, delivering the brand promise at every aspects of a brand that audiences can connect with on motivating stage. And that is the ultimate achievement. BRAND ENGAGEMENT BOOK levels, reflect this impressive new expansion, and still deliver the PREMIUM SALES BROCHURE essence of South Florida? Contact: Fred Popp | SME Europe, No. 5, 32 Lovelace Gardens, Surbiton, Surrey, KT6 6SD UK | UK Tel: +44 (0)7588 663528
  12. 12. YEARS OF BUILDING BRANDS WHY SME? Strategic Approach • ur ability to develop successful brand strategies will help position O your organisation for years to come. Passion • We love what we do! Creativity • Award-winning brand development, strategy and design. Quality • The pursuit of excellence drives us. Service • ur partnership with you and your organisation is extremely O important and this shows in how we care. Results • We are a results oriented firm with the goal of exceeding expectations – your success is our success!
  13. 13. YEARS OF BUILDING BRANDS YEARS OF BUILDING BRANDS SME Europe No. 5, 32 Lovelace Gardens Surbiton Surrey KT6 6SD UK Frederick S. Popp Managing Director, SME Europe UK Tel: +44 (0)7588 663528 fspopp@smebranding.com

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