The document discusses selecting a car and compares the features of four models - Model A, B, C, and D. It provides information on the price, engine, power, torque, transmission, weight, maximum speed, acceleration, and fuel economy for each model.

1. Brand alignment process
March 09
© 2009 Blueprint Advisory Pty Ltd

2. Selecting a car - features
Model A Model B Model C Model D
Price (£) 30,880 31,225 28,300 29,170
Engine 2793cc 24-Valve 2997cc 24-Valve 2967cc 24-Valve 2959cc 24-Valve
Six-cylinder Six-cylinder Six-cylinder Six-cylinder
Variable valve timing Variable valve timing variable valve timing variable inlet manifolding
and inlet manifolding
Power 198 bhp at 5500 rpm 218 bhp at 5800 rpm 240 bhp at 6800 rpm 226 bhp at 6200 rpm
Torque 207 lb ft at 3500 rpm 219 lb ft at 3800 rpm 221 lb ft at 4500 rpm 202 lb ft at 5000 rpm
Transmission Five-speed manual Five-speed auto Five-speed manual Six-speed manual
Rear-wheel drive Rear-wheel drive Rear-wheel drive Front-wheel drive
Front MacPherson struts Double wishbones Double wishbones Double wishbones
Suspension Coil springs Coil springs Coil springs Coil springs
Anti-roll bar & control arms Anti-roll bar Anti-roll bar Anti-roll bar
Rear Double transverse links Double wishbones Double wishbones Lower wishbones
Suspension Coil springs Coil springs Coil springs Three control rods
Toe links Anti-roll bar Toe links Coil springs
Anti-roll bar Anti-roll bar Anti-roll bar
Weight 1440 kg 1720 kg 1628 kg 1510 kg
Max speed 147mph 143 mph 146 mph 150 mph
0-60 mph 7.3 secs 8.0 secs 6.8 secs 7.6 secs
Fuel economy 28.5 mpg 24.8 mpg 22.7mpg 22.6mpg

3. Selecting a car – features
Is this easier?
BMW 528i SE Lexus GS300 Sport Jaguar S-Type 3.0 V6 Alfa 166 3.0 V6 24V Super
Price (£) 30,880 31,225 28,300 29,170
Engine 2793cc 24-Valve 2997cc 24-Valve 2967cc 24-Valve 2959cc 24-Valve
Six-cylinder Six-cylinder Six-cylinder Six-cylinder
Variable valve tim ing Variable valve tim ing variable valve tim ing variable inlet m anifolding
and inlet m anifolding
Power 198 bhp at 5500 rpm 218 bhp at 5800 rpm 240 bhp at 6800 rpm 226 bhp at 6200 rpm
Torque 207 lb ft at 3500 rpm 219 lb ft at 3800 rpm 221 lb ft at 4500 rpm 202 lb ft at 5000 rpm
Transm ission Five-speed m anual Five-speed auto Five-speed m anual Six-speed m anual
Rear-wheel drive Rear-wheel drive Rear-wheel drive Front-wheel drive
Weight 1440 kg 1720 kg 1628 kg 1510 kg
Max speed 147m ph 143 m ph 146 m ph 150 m ph
0-60 m ph 7.3 secs 8.0 secs 6.8 secs 7.6 secs
Fuel econom y 28.5 m pg 24.8 m pg 22.7m pg 22.6m pg

4. Brand alignment process

5. Brand alignment process
Discovery
Action Promise
Expression

6. Brand alignment process
• Who are we?
• How are we unique?
• How are we perceived?
• Our story – how did we get here?
• Where can we go from here?
• What do our clients/partners value?

7. Brand alignment process
• Where are we going?
• What is our promise?
• Can we “own” it?
• Is it distinct and appealing to clients?
• Is it meaningful and motivating to employees

8. World class brands
Visual Identity
The spirit of refreshment. Only the Refreshing Exciting “Always
original will do. Bringing people Sociable Red Coca-Cola”
together
Trust Convenience
Affordable good food for the family --
Value
The world‟s leading provider of travel Global Caring “The world’s
services favourite airline”
To seek superiority in all they undertake, Human Accessible “Solutions for
spend a lot of time making stakeholders Solutions-orientated a small planet”
happy. Give full consideration to the individual Visionary
employee
Performance
Experiencing the emotion of competition, “Just do it”
Achievement
winning and crushing competitors
Individualism Attitude
Personal enablement. Heroic stakeholder Respect Worldliness
service. Worldwide reliability of services “Do more”
Trust Security Success

9. Brand promise – at the heart of all brands
Corporate Communication
Internal Corporate
Communication Identity
Brand
Promise
Corporate Corporate
Behaviour Organisational policies Strategy
and
structure

10. Stakeholder messages
Clients General public
“In-depth “Skills and
understanding” experience”
Intermediaries
Leveraging
“Solutions for all Employees
your problems” Understanding
“We grow together”
Government
“Develop mutual Students
understanding” “Our reputation will
grow yours”

11. Stakeholder messages
Competition Intermediaries
“Work with you” “Solutions for all
your problems”
University
“Our reputation
will grow yours”
Leveraging Employees
understanding “We grow together”
Bar
“Sustainable
Clients
solutions” Media
“In-depth
“Honest and understanding”
worthwhile
information”

12. Brand model

13. Brand model
Visual Brand Brand Brand
identity Promise Attributes Themes
This includes This is our These are the These are the
our logo, but INTERNAL key drivers of EXTERNAL
also includes a statement. It is best everything we do expressions of
full visual to have it fit on a and say our promise and
language „post-it‟ note – can be targeted
sometimes a longer to specific
promise can markets/regions
become shorter – a
mnemonic

14. Brand alignment process
• What is our personality?
• How should it be expressed?
• How must we look, speak, behave?
• What are the enduring symbols of brand?
• What can be flexible?

15. Brand alignment process
• Do our actions align with our promise?
• What actions should be encouraged?
• What processes must we change?
• Are we organised to deliver our promise?
• How do we communicate change?
• How are we measuring performance?