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Brand Strategy Comes First!

The document discusses the importance of design, branding, and commercial success in a changing retail marketplace, emphasizing the need for a sustainable strategy to differentiate brands and capture customer loyalty. It highlights the impact of e-commerce, consumer behaviors, and the evolution of branding strategies, particularly in the context of the Russian market. Additionally, it includes case studies and insights on retail design that create memorable customer experiences while addressing operational and market challenges.

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Page 1 Design, Branding & Commercial Success ... The Changing Marketplace September 2013
Page 2 Retail Design & Branding - Definitions Staying Relevant - Market Trends The Internet Effect Russian Perspective Retail Case Study Shopping Centre Case Study Employer Branding Sustainability The Changing Marketplace... Page 2
Page 3 “Commercial design without a clear, sustainable strategy is doomed to failure” Design, branding & commercial success in a changing marketplace Ego or ROI? Design effectiveness or irrelevant cosmetics? Page 3
Page 4 SCG London: Who We Are International strategic branding and design consultancy We work in the retail, financial, real estate and corporate sectors We deliver a total customer experience Retail: From new start-ups to existing chains, niche speciality to large format stores, our work positively impacts on retail performance and profitability. We deliver a total customer experience Retail: From new start-ups to existing chains, niche speciality to large format stores, our work positively impacts on retail performance and profitability.
Page 5 SCG London: What We Do
Page 6 Include Our Include Our Include nclude Brand Consultancy SCG London: Who we work for SCG London Page 22 After Before Financial – Moskommertsbank
Page 7 Achieving & maintaining market share and profit Creating a first choice brand offer for target audiences & users which is: Relevant... Resilient... Sustainable Page 7 The Business Challenge for retailers and shopping centres in an increasingly competitive and changing marketplace...
Page 8 Differentiation... Are you a first brand choice? What is your added value? What differentiates you from the competition? What are your rational and emotional attributes? Page 8
Page 9 Some Definitions Design - originate, create, devise, conceive, plan Retail design must be based on a commercial strategy Branding - image and reputation development - matching dreams and reality - delivering the promise Rebranding - reconceiving, rethinking, signalling change - real, not cosmetic .... Real branding is not a cosmetic packaging exercise!
Page 10 Define and agree a clear concept brief: Create, communicate and design the desired brand experience that will meet (and ideally exceed) audience expectations ‘touchpoint synergy’ Achieve positive differentiation from the competition: memorable recognisable satisfying The role of retail design... Understand current and anticipate future target market audiences’ needs and aspirations objectives strategy concept scope implementation
Page 11 Brand Strategy - Commercial Design Criteria Brand/Business Vision - Market Opportunity - Aims, Audiences The Proposition - Places/Products/Services/People The Delivery - Media...Formats...Multichannel - Stores...Showrooms...Centres Differentiation - Success Factors/Attributes - Competitive Edge Criteria - Added Value Perceptions - Rational & Emotional What is the concept brief?
Page 12 Retail Design is a Creative Balancing Act... Operational Trading Page 12
Page 13 Trading Issues Image ... profile Personality...style Look and feel ‘emotional’ - intangibles Operational Issues Cost... time.. quality Flexibility and durability Management resources ‘rational’ - ‘measurements’ products... services.. environments... communications future proofing... sustainability “Spending money where it counts” Commercial and Creative Strategy Components
Page 14 word of mouth sms advertising direct marketing website social media promotional publicity posters street signs customer journey anticipation moments of truth layout environment products staff facilities exit experience collateral bags cards leaflets assurance memories reminders triggers after service Brand Touchpoints Rethinking opportunities...Reinventing experiences Rebranding: Brand Synergy Awareness... Promise Customer Visit... Journey Afterglow... Satisfaction
Page 15 Post recession - Consumers are more savvy and demanding Want real ‘value Experience... Quality... Price Convenience is King Convenience... Micro retail growth Technological innovation Self service...Self scanning...Smartphones... Staying Relevant - “The New Normal” decline of hypermarket less wastage e-& m commerce more private label pressure on traditionals income polarisationsmaller households loyalty pushincreased effciency more city centre locations ageing society in western markets lower incomes pressure on impulse purcahses fresh marketing
Page 16 Staying Relevant - The Internet Online retail has put the consumer in control... Online sales are set to increases in all sectors... ‘e’ and ‘m’ growth ‘Click & Collect’ All retailers are multi-channel Ultimate ‘convenience 24/7’
Page 17 “Apps are the new high street” Staying Relevant - The Internet
Page 18 Staying Relevant - Multi Channel “the seamless customer experience” Instore / Catalogue / Phone / Online Research... Compare... Buy... Receive... After Service
Page 19 The growth of private label sharper competition with brands Tiered quality ‘choice’ geared to consumer ‘Value’ to ‘Finest’ Unique products Great ‘exclusivity’ advantage for retailers, whether fashion department store or food, homing/DIY etc ‘Value’ with values Reinforces retailer credentials Staying Relevant - ‘Own Brands’
Page 20 Staying Relevant - Exclusive brands
Page 21 Social Media Challenge “A brand is the sum of all conversations happening around the brand”
Page 22 Relevant or Obsolete?
Page 23 Relevant or Obsolete?
Page 24 Staying Relevant - Convenience retail • Smaller stores - top up shopping • Quicker service • Specialisation by multiples • Online shopping • People on the move • Car/petrol station • Railway • Airports • Local • Community store 24 Hours
Page 25 Staying Revelant - On the go Stations Petrol Stations Ticket offices Kiosks Fresh food on the go
Page 26 Staying Relevant - Convenience as you want it Community cafe/ food High quality top up food Seating and social Value Local independents Symbol brands
Page 27 Staying Relevant - Internet convenience Local but in your pocket Service based offers Order/Pickup - food tickets, mailservices, fulfillment, meals Free newspapers Online retail and media
Page 28 Staying Relevant - “Food to go” Own label control Specialists Established brands Brand authority Symbol groups - value and independents Communication quality - value and care
Page 29 New roles Multi channel hub ‘Experience’ .. ‘convenience’ ... ‘destination’ Size ... Format .. Location ... Number... Trend - achieving the right size ‘estate’ Less space expansion to drive growth Differentiated store experiences... worlds Implications for Store Design - Developed Markets
Page 30 Dixons latest store concept - UK making shopping fun... Dixons Turn Experiences into sales
Page 31 Turn Experiences into sales New Jumbo concept store - Netherlands shoppers choice - to buy the prepared dish or take the ingredients to prepare at home or eat in house A passion for food ... specialist food areas
Page 32 A Russian Perspective Fast Changing Market
Page 33 The ‘Russian’ Market
Page 34 Brand Russia
Page 35 Investment Boom
Page 36 Moscow Moscow - 12m+ population 20 years building programme
Page 37 Consumer Boom Pre crisis 30 years in 3 years ... Retail market revolution from open markets to modern retail 2009 A dose of reality: tough times consumers and retailers in survival mode 2010 - 2013 Russia becomes the biggest retail market in Europe... International retailers vs fast developing locals Emergence of affluent middle class
Page 38 Challenges - society & culture Reality - Wealth extremes... security... social tension - Accelerated consumer needs and aspirations - Growth of nationalism and pride
Page 39 Russian Retail Market Development Phase One - Getting up to speed - adapting western standards and practices Phase Two - Creating ‘Adding Values’ - differentiation... personality / profile Phase Three - Post Crisis - More demanding & aware consumer - price quality service - Social media challenge - multi channel / online retail - Growing recognition of ‘Employer Branding’ - attract and retain best staff creating positive internal brand culture as ultimate market differentiator - New Values - corporate goverance... sustainability
Page 40 Case Study - Select 25 Mass Market Shoe Brand Page 40
Page 41 Select 25 - The Brief Brand Overview The objective is to create a new private label shoe brand for the mass market. The brand will appeal to a wide audience (men and women 16 – 38 ) and will be targeting those who want to look stylish and contemporary but at the same time are price sensitive The stores will be 200 – 250 sq m and will be located in Russia (mainly Moscow). The ratio of female/male shoes in stores is 80% / 20%. 10% of the product mix will be dedicated to accessories.
Page 42 Select 25 - What the brand is about
Page 43 Select 25 - Target audience General characteristics Age: 16 - 38 Gender: Male and Female Income: up to 1000 USD per month Benefits sought: To look fashionable and beautiful without spending too much money Motivation to purchase: Purely impulse purchase (due to affordable prices) – “I saw a pair of shoes in the window and I just loved them, they were not too expensive so I bought them straight away”. Pre-planned, for the occasion (work, party, everyday comfortable shoes, seasonal boots etc) – “I need a matching pair of shoes for my birthday party outfit”, “I need a new pair of shoes for my work” Bargain hunters – “I couldn’t resist the price” Fashion victims – “I want to stay trendy and fashionable and I always buy the latest season models, what is fashionable”. Target group segmentation by age and gender: Segment 1: Girls 16 – 25, 50% Segment 2: Girls 25 – 38, 30% Segment 3: Men 18 – 35, 20%
Page 44 Select 25 - Core target audience Young girls 16-25 • They still study or just finished studies, this is why they have relatively low disposable income. • Their expenditure is concentrated on personal appearance particularly clothes and shoes. • Key motivation for purchase - to be fashionable, popular and personally attractive, style is more important than quality. • They are influenced by other and make purchase decisions based on what everybody else is wearing. Following trends and looking good helps them to become more confident. • They like going to cinemas, to coffee shops with friends, reading glossy magazines, watching TV, they are obsessed with celebrities
Page 45 Select 25 - Core target audience Young women 25 -38 • They are working in the office, have a husband a probably a child • They are busy with their family life, like cooking, occasionally go to restaurants. • They are practical, price/quality is more important than style for them when buying a pair of shoes. • Buys for herself and sometimes for her husband. • They are less influenced by the opinion of the other people but they are looking after the trends on TV and im magazines. They are sociable so they like to discuss their most recent purchases with their girlfriends. • Try to look fashionable and are lelegant but choose more conservative style.
Page 46 Select 25 - Core target audience Young men 20 – 38 • Accompanying boyfriends and husbands on joint shopping trips with their girlfriends and wives who often influence product purchase. • Men (mainly single) who are willing to look stylish and trendy in everyday life but have limited budgets.
Page 47 Select 25 - Store design key principles • Simple and eyecatching shopfront to attract and entice the customer. • Accessible store design. • Contemporary, fashionable, enjoyable shopping environment with dramatic features, confident use of colour. • Strong visual merchandising as the key tool to motivate impulse purchases. • To be contemporary, fashionable and bright with a self service format. “We want this shop to be a destination for shoe lovers who want the latest styles and trends for less.” Page 47
Page 48 Select 25 - Name Requirements • International but easy to read in Russian • Short • Brings associations with fashion, style • Not too sophisticated / premium • Not too feminine Page 48
Page 49 Select 25 - Name strategy... Fashion La moda Belle Bon Ton Via Design Stylo / Stilo (style) Mia Modaa Stilissimo
Page 50 Select 25 - Name strategy - Colour / Dynamism Vibe Zest Mosaic Azure Amber Aquarelle Deep Blue Accento Pulse Dazzle Mojo Viva Fusion Buzz Indigo Cerise
Page 51 Select 25 - Name strategy - Imaginative words Adora Blizz Bravi Buji Carmel Carrara ChiChi Iggy Vizz Rubis Savvi Mimi Sollio Briozo
Page 52 Select 25 - Benchmarking store front Simple frontage with bold graphic Playful shapes Simple colour use Clear in-store vision Eye catching and playful use of type Quirky communication
Page 53 Select 25 - Benchmarking perimeter / mid floor Mirrored unit ends Product densityColoured shoeboxes create personality Use of large scale graphicsHigh density product wall with cross merchandising Bold use of shoeboxes creates individuality Product density with varied unit heights
Page 54 Creating height, elevating a product Highlighting product Select 25 - Benchmarking shoe & boot merchandising
Page 55 Recognizable texture Brand wallpaper Use of mirror Fashion orientated photographyUse of communication to ‘story tell’ Select 25 - Benchmarking cash desk / seating
Page 56 Lightweight giant louvres as ceiling feature Ceiling raft with recessed track & spots Open cell Painted ceiling Barrisol Suspended ceiling blocks Linear fixtures Feature lighting Select 25 - Benchmarking lighting & ceiling
Page 57 MAIN RETAIL SPACE 201,842 sqm2 OVERALL: 235,783 sqm2 FUTURE DEVELOPMENT INCREASE OF MEN CATEGORY WOMEN 80% MEN 20% SEASONAL STORAGE 33,941 sqm2 80% WOMEN 20% MEN CASH DESK SEASONAL CUSTOMER JOURNEY- WOMEN CUSTOMER JOURNEY- MEN STORAGE SPACE 33,941 sqm2 TBC WOMEN 70% MEN 30% NOTE: 10% of the product mix will be dedicated to accessories through cross merchandising Select 25 - Zoning
Page 58 MOST RECENT ‘WHAT’S HOT’ BALLET FLATS BOOTS-ANKLE/KNEE HIGH FLIP FLOPS WORKWEAR PARTY WEAR/SMART FLATS/CASUALS SANDALS SNEAKER/SPORTY ACCESSORIES SALE HAPPY HOUR/END OF LINE Select 25 - Key product categories (woman)
Page 59 SALE HAPPY HOUR/END OF LINE MOST RECENT ‘WHAT’S HOT’ BOOTS-ANKLE FLIP FLOPS WORKWEARCASUALS SNEAKER/SPORTY ACCESSORIES Select 25 - Key Product Categories (men)
Page 60 NOTE: Shoebox sizes depends on shoebox type Approximate sizes are as follows: Ladies’ Shoe Box 29.5cm x 9.5cm x 18cm Mid Calf Boot Box 36.2cm x 28.7cm x 11.7cm Knee Length Boot Box 53.2cm x 29.2cm x 12.4cm Men’s Shoe Box 34cm x 13cm x 21cm Select 25 - Shoebox types
Page 61 Option C Option A Option D Option B Select 25 - Bold, approachable with personality
Page 62 Select 25 - Strong symbol - Iconic & Graphic
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Page 72 Shopping Centre Design Creating destination brands Staying relevant Page 72
Page 73 New roles, new thinking “A place where people want to be” ...again and again In Turkey you are lucky...at the moment but wait! Real estate developers in the UK face an empowered consumer and many are in trouble! Shopping Centre Design - Staying Relevant
Page 74 Destinations where people meet, eat, relax, indulge, work, rest and play... and shop - a community venue promoting wellbeing and lifestyle activities... The market used to be developer led, now it is consumer led... retailers demanding the right space in the right location to meet their customers’ needs Developers, managements, architects, designers and marketers need to understand they are creating destination brands and environments that create unique experiences to capture hearts and minds Staying relevant - changing market dynamics
Page 75 As a destination brand a shopping centre must: Create added value experiences for visitors and shoppers Optimise tenant sales performance Achieve highest rental yields and maximum commericial income Enhance capital value and ‘sellability potential Page 75
Page 76 Centre Brand Challenge Image and reputation Known for attributes...? Creating a first choice perception for target users and audiences Ongoing challenge – sustainability! Maintaining a WOW factor - visit after visit...
Page 77 Creating a WOW factor for centre target audiences Shoppers/Visitors Tenants/ Investors/ Owners The Community Stakeholders/ Politicians Interest Groups/ The Media Staff, Partners/ Suppliers
Page 78 WOW Factor Experience: Brand Ingredients Location Tenants The Brand Target catchments… Accessibility...Visibility... Relevant Profile…Formats… Services...Facilities... Name…Identity…Vision… Message…Visual and oral signatures and applications
Page 79 Marketing and Communication Venue Design Digital…Print...Events… Activities…Social media… Website…Advertising... People…Services…Suppliers… Shared vision and values Management Culture Site...Architecture…Environments… Circulation...Zoning...Decor… Lighting…Signage…Graphics... WOW Factor Experience: Brand Ingredients Page 79
Page 80 Case Study - Kaleidoscope Moscow Shopping Centre Page 80
Page 81 “Exceptional place brand experience”
Page 82 Before we started... A vision to turn a sterile site into a first choice place to be...
Page 83 The vision realised...
Page 84 A name and brand identity to inspire Creating a logo concept.
Page 85 The final logo and message “Always Different, Always Yours”
Page 86 Kaleidoscope, December 2008 5 Вход в метро Центральный тотем Рекламный тотем Пространство для проведения мероприятий Обзор местности Site Overview Creating a community destination hub
Page 87 bus stops stage seating raised viewing levels tenant totem tenant totem retail units metro SCG LONDON 8 Plato Place 72-74 St Dionis Road London SW6 4TU t +44 (0) 20 7371 7522 www.scglondon.com SITE LAYOUT PLAN Client: Status: INFORMATION Drawn by: Authorised by: Project No: Drawing: Contract: For information only Dimensions to be verified on site All measurements are in millimeters Notes:- Specification:-This drawing is the copyright of SCG London. Figured dimensions to be taken in preference to those scaled. All dimensions to be checked on site before any work proceeds. The contractor is to provide full size setting out drawings based on the information contained in this drawing for the designers approval prior to commencing manufacture. The drawing is issued on the condition that it is not reproduced, retained or disclosed to any unauthourised person either wholly or in part without the consent in writing of Drawing No:Date: Revision Comment Date Auth.Revision Comment Date Auth.Issue:Scale: Print size: A3 NOTE: DRAWING PROVIDED FOR INFORMATION ONLY A3=1:500 AND KALEIDESCOPE RRHRRH 17-02-09 548 A0-01 548 A5-03 01 A5-05 01 A5-02 01 A5-02 01 A5-01 01 INFO EntranceTo the shops EntrancePay Station Please Pay Here. Car ParkTarif: upto 2 hours Free.- 2-3 hours 75.- 3-4 hours 150.- 4-6 hours 500.- 6+ hours 750.- Please pay for parking at Pay Stations before exiting the Centre VATED SECTION A-A Plan Legend - Car Park Level 2 A A B B Thank You. rinciples ZONE M ZONE M ZONE M ZONE M ZONE M ZONE M ZONE M ZONE C ZONE C ZONE C Длинная Секция Long Section ELEVATED SECTION A-A Plan Legend - Car Park Level 1 A A B B Plan Legend - Car Park Level 2 A A B B Car Park Section, Plan and Entrance Principles Creating effective zoning
Page 88 Distinctive architecture - local landmark
Page 89 Distinctive architecture - local landmark
Page 90 Туалеты Банкомат Информация 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118 119 120 121 122 123 124 125 126 127128 129 130 131 132 133 134 135 136 137 138 139 140 141 142 143 144 145 146 147 148 149 150 LEVEL 1 TENANT NAME TENANT NAME TENANT NAME TENANT NAME TENANT NAME TENANT NAME TENANT NAME TENANT TENANT NAME TENANT NAME TENANT NAME TENANT TENANT NAME TENANT NAME TENANT NAME TENANT NAME TENANT TENANT NAME TENANT TENANT NAME TENANT NAME TENANT NAME TENANT TENANT NAME TENANT NAME TENANT N TENANT NAME TENANT NAME TENANT NAME TENANT TENANT NAME TENANT NAME TENANT NAME TENANT NAME TENANT NAME TENANT NAME TENANT NAME TENANT TENANT NAME TENANT NAME TENANT NAME TENANT TENANT NAME TENANT NAME TENANT NAME TENANT NAME TENANT TENANT NAME TENANT TENANT NAME TENANT NAME TENANT NAME TENANT NAME TENANT NAME TENANT TENANT NAME TENANT NAME TENANT NAME TENANT TENANT NAME TENANT NAME TENANT TENANT NAME TENANT TENANT NAME TENANT NAME TENANT NAME TENANT TENANT NAME TENANT NAME TENANT N TENANT NAME TENANT NAME TENANT NAME TENANT TENANT NAME TENANT NAME TENANT NAME TENANT NAME TENANT N TOILETS ESCALATOR ELEVATOR Digital totem - a local landmark... icon
Page 91 Marketing channels synergy
Page 92 project overview 42 ite page Kaleidoscope project overview Website Content pages Company Information | Terms and Conditions | Privacy Policy | Site Map | Customer Enquiry | Disclaimer © 2009 Kaleidoscope All Rights Reserved. Sign UpNewsletter GOSearch Company Information | Terms and Conditions | Privacy Policy | Site Map | Customer Enquiry | Disclaimer © 2009 Kaleidoscope All Rights Reserved. Opening Times Monday 9.30am – 8.00pm Tuesday 9.30am – 8.00pm Wednesday 9.30am – 8.00pm Thursday 9.30am – 8.00pm Friday 9.30am – 8.00pm Saturday 9.00am – 8.00pm Sunday 11.00am – 5.00pm Bank Holidays 10.00am – 6.00pm Three Musketeers Rated: 12A Release Date: 12/10/11 View Trailer Rated: U Release Date: 07/10/11 View Trailer The Lion King 3D Find out more here What’s on Coming Soon Catch up on our exclusive winter catwalk show and behind the scenes action from Karen Millen. Catwalk Show Book Now Book Now Anonymous Rated: 12A Release Date: 28/10/11 View Trailer Rated: TBC Release Date: 04/11/11 View Trailer Tower Heist Book Now Book Now At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium volupta- tum occaecati cupiditate provident.Similique sunt in culpa qui. READ MORE At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium volupta- tum occaecati cupiditate provident.Similique sunt in culpa qui. READ MORE At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium volupta- tum occaecati cupiditate provident.Similique sunt in culpa qui. READ MORE Menu Events Cinema Kaleidoscope Mall Tenants Gallery Brands Services Leisure and Entertainment Photo Gallery Videos Write a letter Getting Here Contact Leisure Ice Skating Bowling Kids Club Marketing channels synergy
Page 93 Kaleidoscope project overview 36 Environmental promotion Advertising kiosk Kaleidoscope project overview 56 Promotional - seasonal campaigns Autumn осенние открытия в Калейдоскопе Kaleidoscope project overview 53 Promotional - seasonal campaigns Winter Distinctive advertising image
Page 94 eidoscope project overview 69 he family S Боулинг клуб Bowling club Мишкин клуб катания на коньках ЛедоваяАрена СТАРТ представляет: Игра Добро пожаловать в боулинг Bowling club Мишкин клуб катания на коньках Добро пожаловать на каток Привет! Хочешь со мной покататься? Memorable characters
Page 95 A stunning launch - December 2012
Page 96 Memorable interiors
Page 97 Dynamic easy circulation
Page 98 Contemporary decor, different moods and zones
Page 99 Simple effective navigation
Page 100 A place where people want to be...
Page 101 Employer Branding Do your people make the difference? Page 101
Page 102 “Creating a positive brand experience for all customers involves everyone but nobody is responsible” Successful differentiation between companies is increasingly based on their people Looks can be copied...developing a successful internal brand culture takes time and effort Design represents positive change... a motivational people development initiative or wasted opportunity for engaging and inspiring A company’s external customer face and experience needs to be a reflection of the organisation’s internal culture, personality and values
Page 103 ‘Our people make the difference’ … do they? People - an increasingly important differentiation factor Consumers increasingly aware of the wider context - how companies treat their people People - an increasingly important differentiation factor Consumers increasingly aware of the wider context - how companies treat their people and suppliers ‘Our people make the difference’ ...do yours?
Page 104 Design and brand development ideally involves key cross departmental activities from marketing to real estate, IT, HR, operations... Employer Branding Page 104
Page 105 Achieving ‘added value’ - reputation and ROI communications buyers procurement logistsics sales IT real estate marketing operations human resources Creating the brand experience - for customers and employees Effective management organisation Departmental activities / functions Marketing StoreService Internet Workplaces Department collaboration? Teamwork = Synergy
Page 106 Team synergy = efficiency = optimum performance Organisation challenge - achieving culture change Removing internal barriers people power procedures politics ‘silo mentality’ Information is power Effective communication strategy and design!
Page 107 How consistent are the messages we are communicating internally and externally about our organisation as a place to work? What are the most effective channels of employee communication, both top-down and bottom-up? Which employee positions are most critical to our success and what are we currently doing/need to do to attract, engage, and retain them? Design Strategy Success = A Positive Brand Culture?
Page 108 Designing A Success Culture... What kind of culture do we have? How consistent is it across geographical and divisional boundaries? What behaviours are most characteristic of our organisation? the most rewarded? the moments of truth when the organisation is at its best (and worst?)
Page 109 True ‘sustainability’ means providing physical and virtual venues and experiences that meet the functional and emotion needs of their users and customers ‘Green’ certifications are irrelevant if the buildings which people do not want to live/work in, visit and enjoy Design that appeals to the head and the heart! A Word About Sustainability
Page 110 Design, Branding & Commercial Success in a Changing Marketplace “Commercial design without a clear, sustainable strategy is doomed to failure” Ultimate success is based on engaging the hearts & minds of your customers and your staff... through effective design and real brand synergy! Page 110
Page 111 SCG London 8 Plato Place 72-74 St Dionis Road London SW6 4TU +44 (0) 20 7371 7522 Turkey Representative ISIL KUSOGLU isil.kusoglu@scglondon.com T: +44 (0)20 7371 7522 M: +44 (0)780 0793 456 Skype: scglondonturkey Chairman CLIVE WOODGER clive@scglondon.com T: +44 (0)20 7371 7522 Skype: clive@scglondon.com Yolunuz açık olsun!

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Brand Strategy Comes First!

  • 1.
    Page 1 Design, Branding& Commercial Success ... The Changing Marketplace September 2013
  • 2.
    Page 2 Retail Design& Branding - Definitions Staying Relevant - Market Trends The Internet Effect Russian Perspective Retail Case Study Shopping Centre Case Study Employer Branding Sustainability The Changing Marketplace... Page 2
  • 3.
    Page 3 “Commercial designwithout a clear, sustainable strategy is doomed to failure” Design, branding & commercial success in a changing marketplace Ego or ROI? Design effectiveness or irrelevant cosmetics? Page 3
  • 4.
    Page 4 SCG London:Who We Are International strategic branding and design consultancy We work in the retail, financial, real estate and corporate sectors We deliver a total customer experience Retail: From new start-ups to existing chains, niche speciality to large format stores, our work positively impacts on retail performance and profitability. We deliver a total customer experience Retail: From new start-ups to existing chains, niche speciality to large format stores, our work positively impacts on retail performance and profitability.
  • 5.
  • 6.
    Page 6 Include Our Include OurInclude nclude Brand Consultancy SCG London: Who we work for SCG London Page 22 After Before Financial – Moskommertsbank
  • 7.
    Page 7 Achieving &maintaining market share and profit Creating a first choice brand offer for target audiences & users which is: Relevant... Resilient... Sustainable Page 7 The Business Challenge for retailers and shopping centres in an increasingly competitive and changing marketplace...
  • 8.
    Page 8 Differentiation... Are youa first brand choice? What is your added value? What differentiates you from the competition? What are your rational and emotional attributes? Page 8
  • 9.
    Page 9 Some Definitions Design - originate, create, devise, conceive, plan Retail design must be based on a commercial strategy Branding - image and reputation development - matching dreams and reality - delivering the promise Rebranding - reconceiving, rethinking, signalling change - real, not cosmetic .... Real branding is not a cosmetic packaging exercise!
  • 10.
    Page 10 Define andagree a clear concept brief: Create, communicate and design the desired brand experience that will meet (and ideally exceed) audience expectations ‘touchpoint synergy’ Achieve positive differentiation from the competition: memorable recognisable satisfying The role of retail design... Understand current and anticipate future target market audiences’ needs and aspirations objectives strategy concept scope implementation
  • 11.
    Page 11 Brand Strategy- Commercial Design Criteria Brand/Business Vision - Market Opportunity - Aims, Audiences The Proposition - Places/Products/Services/People The Delivery - Media...Formats...Multichannel - Stores...Showrooms...Centres Differentiation - Success Factors/Attributes - Competitive Edge Criteria - Added Value Perceptions - Rational & Emotional What is the concept brief?
  • 12.
    Page 12 Retail Designis a Creative Balancing Act... Operational Trading Page 12
  • 13.
    Page 13 Trading Issues Image... profile Personality...style Look and feel ‘emotional’ - intangibles Operational Issues Cost... time.. quality Flexibility and durability Management resources ‘rational’ - ‘measurements’ products... services.. environments... communications future proofing... sustainability “Spending money where it counts” Commercial and Creative Strategy Components
  • 14.
    Page 14 word ofmouth sms advertising direct marketing website social media promotional publicity posters street signs customer journey anticipation moments of truth layout environment products staff facilities exit experience collateral bags cards leaflets assurance memories reminders triggers after service Brand Touchpoints Rethinking opportunities...Reinventing experiences Rebranding: Brand Synergy Awareness... Promise Customer Visit... Journey Afterglow... Satisfaction
  • 15.
    Page 15 Post recession- Consumers are more savvy and demanding Want real ‘value Experience... Quality... Price Convenience is King Convenience... Micro retail growth Technological innovation Self service...Self scanning...Smartphones... Staying Relevant - “The New Normal” decline of hypermarket less wastage e-& m commerce more private label pressure on traditionals income polarisationsmaller households loyalty pushincreased effciency more city centre locations ageing society in western markets lower incomes pressure on impulse purcahses fresh marketing
  • 16.
    Page 16 Staying Relevant- The Internet Online retail has put the consumer in control... Online sales are set to increases in all sectors... ‘e’ and ‘m’ growth ‘Click & Collect’ All retailers are multi-channel Ultimate ‘convenience 24/7’
  • 17.
    Page 17 “Apps arethe new high street” Staying Relevant - The Internet
  • 18.
    Page 18 Staying Relevant- Multi Channel “the seamless customer experience” Instore / Catalogue / Phone / Online Research... Compare... Buy... Receive... After Service
  • 19.
    Page 19 The growthof private label sharper competition with brands Tiered quality ‘choice’ geared to consumer ‘Value’ to ‘Finest’ Unique products Great ‘exclusivity’ advantage for retailers, whether fashion department store or food, homing/DIY etc ‘Value’ with values Reinforces retailer credentials Staying Relevant - ‘Own Brands’
  • 20.
    Page 20 Staying Relevant- Exclusive brands
  • 21.
    Page 21 Social MediaChallenge “A brand is the sum of all conversations happening around the brand”
  • 22.
  • 23.
  • 24.
    Page 24 Staying Relevant- Convenience retail • Smaller stores - top up shopping • Quicker service • Specialisation by multiples • Online shopping • People on the move • Car/petrol station • Railway • Airports • Local • Community store 24 Hours
  • 25.
    Page 25 Staying Revelant- On the go Stations Petrol Stations Ticket offices Kiosks Fresh food on the go
  • 26.
    Page 26 Staying Relevant- Convenience as you want it Community cafe/ food High quality top up food Seating and social Value Local independents Symbol brands
  • 27.
    Page 27 Staying Relevant- Internet convenience Local but in your pocket Service based offers Order/Pickup - food tickets, mailservices, fulfillment, meals Free newspapers Online retail and media
  • 28.
    Page 28 Staying Relevant- “Food to go” Own label control Specialists Established brands Brand authority Symbol groups - value and independents Communication quality - value and care
  • 29.
    Page 29 New roles Multi channel hub ‘Experience’ .. ‘convenience’ ... ‘destination’ Size ... Format .. Location ... Number... Trend - achieving the right size ‘estate’ Less space expansion to drive growth Differentiated store experiences... worlds Implications for Store Design - Developed Markets
  • 30.
    Page 30 Dixons lateststore concept - UK making shopping fun... Dixons Turn Experiences into sales
  • 31.
    Page 31 Turn Experiencesinto sales New Jumbo concept store - Netherlands shoppers choice - to buy the prepared dish or take the ingredients to prepare at home or eat in house A passion for food ... specialist food areas
  • 32.
    Page 32 A RussianPerspective Fast Changing Market
  • 33.
  • 34.
  • 35.
  • 36.
    Page 36 Moscow Moscow -12m+ population 20 years building programme
  • 37.
    Page 37 Consumer Boom Precrisis 30 years in 3 years ... Retail market revolution from open markets to modern retail 2009 A dose of reality: tough times consumers and retailers in survival mode 2010 - 2013 Russia becomes the biggest retail market in Europe... International retailers vs fast developing locals Emergence of affluent middle class
  • 38.
    Page 38 Challenges -society & culture Reality - Wealth extremes... security... social tension - Accelerated consumer needs and aspirations - Growth of nationalism and pride
  • 39.
    Page 39 Russian RetailMarket Development Phase One - Getting up to speed - adapting western standards and practices Phase Two - Creating ‘Adding Values’ - differentiation... personality / profile Phase Three - Post Crisis - More demanding & aware consumer - price quality service - Social media challenge - multi channel / online retail - Growing recognition of ‘Employer Branding’ - attract and retain best staff creating positive internal brand culture as ultimate market differentiator - New Values - corporate goverance... sustainability
  • 40.
    Page 40 Case Study- Select 25 Mass Market Shoe Brand Page 40
  • 41.
    Page 41 Select 25- The Brief Brand Overview The objective is to create a new private label shoe brand for the mass market. The brand will appeal to a wide audience (men and women 16 – 38 ) and will be targeting those who want to look stylish and contemporary but at the same time are price sensitive The stores will be 200 – 250 sq m and will be located in Russia (mainly Moscow). The ratio of female/male shoes in stores is 80% / 20%. 10% of the product mix will be dedicated to accessories.
  • 42.
    Page 42 Select 25- What the brand is about
  • 43.
    Page 43 Select 25- Target audience General characteristics Age: 16 - 38 Gender: Male and Female Income: up to 1000 USD per month Benefits sought: To look fashionable and beautiful without spending too much money Motivation to purchase: Purely impulse purchase (due to affordable prices) – “I saw a pair of shoes in the window and I just loved them, they were not too expensive so I bought them straight away”. Pre-planned, for the occasion (work, party, everyday comfortable shoes, seasonal boots etc) – “I need a matching pair of shoes for my birthday party outfit”, “I need a new pair of shoes for my work” Bargain hunters – “I couldn’t resist the price” Fashion victims – “I want to stay trendy and fashionable and I always buy the latest season models, what is fashionable”. Target group segmentation by age and gender: Segment 1: Girls 16 – 25, 50% Segment 2: Girls 25 – 38, 30% Segment 3: Men 18 – 35, 20%
  • 44.
    Page 44 Select 25- Core target audience Young girls 16-25 • They still study or just finished studies, this is why they have relatively low disposable income. • Their expenditure is concentrated on personal appearance particularly clothes and shoes. • Key motivation for purchase - to be fashionable, popular and personally attractive, style is more important than quality. • They are influenced by other and make purchase decisions based on what everybody else is wearing. Following trends and looking good helps them to become more confident. • They like going to cinemas, to coffee shops with friends, reading glossy magazines, watching TV, they are obsessed with celebrities
  • 45.
    Page 45 Select 25- Core target audience Young women 25 -38 • They are working in the office, have a husband a probably a child • They are busy with their family life, like cooking, occasionally go to restaurants. • They are practical, price/quality is more important than style for them when buying a pair of shoes. • Buys for herself and sometimes for her husband. • They are less influenced by the opinion of the other people but they are looking after the trends on TV and im magazines. They are sociable so they like to discuss their most recent purchases with their girlfriends. • Try to look fashionable and are lelegant but choose more conservative style.
  • 46.
    Page 46 Select 25- Core target audience Young men 20 – 38 • Accompanying boyfriends and husbands on joint shopping trips with their girlfriends and wives who often influence product purchase. • Men (mainly single) who are willing to look stylish and trendy in everyday life but have limited budgets.
  • 47.
    Page 47 Select 25- Store design key principles • Simple and eyecatching shopfront to attract and entice the customer. • Accessible store design. • Contemporary, fashionable, enjoyable shopping environment with dramatic features, confident use of colour. • Strong visual merchandising as the key tool to motivate impulse purchases. • To be contemporary, fashionable and bright with a self service format. “We want this shop to be a destination for shoe lovers who want the latest styles and trends for less.” Page 47
  • 48.
    Page 48 Select 25- Name Requirements • International but easy to read in Russian • Short • Brings associations with fashion, style • Not too sophisticated / premium • Not too feminine Page 48
  • 49.
    Page 49 Select 25- Name strategy... Fashion La moda Belle Bon Ton Via Design Stylo / Stilo (style) Mia Modaa Stilissimo
  • 50.
    Page 50 Select 25- Name strategy - Colour / Dynamism Vibe Zest Mosaic Azure Amber Aquarelle Deep Blue Accento Pulse Dazzle Mojo Viva Fusion Buzz Indigo Cerise
  • 51.
    Page 51 Select 25- Name strategy - Imaginative words Adora Blizz Bravi Buji Carmel Carrara ChiChi Iggy Vizz Rubis Savvi Mimi Sollio Briozo
  • 52.
    Page 52 Select 25- Benchmarking store front Simple frontage with bold graphic Playful shapes Simple colour use Clear in-store vision Eye catching and playful use of type Quirky communication
  • 53.
    Page 53 Select 25- Benchmarking perimeter / mid floor Mirrored unit ends Product densityColoured shoeboxes create personality Use of large scale graphicsHigh density product wall with cross merchandising Bold use of shoeboxes creates individuality Product density with varied unit heights
  • 54.
    Page 54 Creating height,elevating a product Highlighting product Select 25 - Benchmarking shoe & boot merchandising
  • 55.
    Page 55 Recognizable textureBrand wallpaper Use of mirror Fashion orientated photographyUse of communication to ‘story tell’ Select 25 - Benchmarking cash desk / seating
  • 56.
    Page 56 Lightweight giantlouvres as ceiling feature Ceiling raft with recessed track & spots Open cell Painted ceiling Barrisol Suspended ceiling blocks Linear fixtures Feature lighting Select 25 - Benchmarking lighting & ceiling
  • 57.
    Page 57 MAIN RETAILSPACE 201,842 sqm2 OVERALL: 235,783 sqm2 FUTURE DEVELOPMENT INCREASE OF MEN CATEGORY WOMEN 80% MEN 20% SEASONAL STORAGE 33,941 sqm2 80% WOMEN 20% MEN CASH DESK SEASONAL CUSTOMER JOURNEY- WOMEN CUSTOMER JOURNEY- MEN STORAGE SPACE 33,941 sqm2 TBC WOMEN 70% MEN 30% NOTE: 10% of the product mix will be dedicated to accessories through cross merchandising Select 25 - Zoning
  • 58.
    Page 58 MOST RECENT ‘WHAT’SHOT’ BALLET FLATS BOOTS-ANKLE/KNEE HIGH FLIP FLOPS WORKWEAR PARTY WEAR/SMART FLATS/CASUALS SANDALS SNEAKER/SPORTY ACCESSORIES SALE HAPPY HOUR/END OF LINE Select 25 - Key product categories (woman)
  • 59.
    Page 59 SALE HAPPY HOUR/ENDOF LINE MOST RECENT ‘WHAT’S HOT’ BOOTS-ANKLE FLIP FLOPS WORKWEARCASUALS SNEAKER/SPORTY ACCESSORIES Select 25 - Key Product Categories (men)
  • 60.
    Page 60 NOTE: Shoebox sizesdepends on shoebox type Approximate sizes are as follows: Ladies’ Shoe Box 29.5cm x 9.5cm x 18cm Mid Calf Boot Box 36.2cm x 28.7cm x 11.7cm Knee Length Boot Box 53.2cm x 29.2cm x 12.4cm Men’s Shoe Box 34cm x 13cm x 21cm Select 25 - Shoebox types
  • 61.
    Page 61 Option C OptionA Option D Option B Select 25 - Bold, approachable with personality
  • 62.
    Page 62 Select 25- Strong symbol - Iconic & Graphic
  • 63.
  • 64.
  • 65.
  • 66.
  • 67.
  • 68.
  • 69.
  • 70.
  • 71.
  • 72.
    Page 72 Shopping CentreDesign Creating destination brands Staying relevant Page 72
  • 73.
    Page 73 New roles,new thinking “A place where people want to be” ...again and again In Turkey you are lucky...at the moment but wait! Real estate developers in the UK face an empowered consumer and many are in trouble! Shopping Centre Design - Staying Relevant
  • 74.
    Page 74 Destinations wherepeople meet, eat, relax, indulge, work, rest and play... and shop - a community venue promoting wellbeing and lifestyle activities... The market used to be developer led, now it is consumer led... retailers demanding the right space in the right location to meet their customers’ needs Developers, managements, architects, designers and marketers need to understand they are creating destination brands and environments that create unique experiences to capture hearts and minds Staying relevant - changing market dynamics
  • 75.
    Page 75 As adestination brand a shopping centre must: Create added value experiences for visitors and shoppers Optimise tenant sales performance Achieve highest rental yields and maximum commericial income Enhance capital value and ‘sellability potential Page 75
  • 76.
    Page 76 Centre BrandChallenge Image and reputation Known for attributes...? Creating a first choice perception for target users and audiences Ongoing challenge – sustainability! Maintaining a WOW factor - visit after visit...
  • 77.
    Page 77 Creating aWOW factor for centre target audiences Shoppers/Visitors Tenants/ Investors/ Owners The Community Stakeholders/ Politicians Interest Groups/ The Media Staff, Partners/ Suppliers
  • 78.
    Page 78 WOW FactorExperience: Brand Ingredients Location Tenants The Brand Target catchments… Accessibility...Visibility... Relevant Profile…Formats… Services...Facilities... Name…Identity…Vision… Message…Visual and oral signatures and applications
  • 79.
    Page 79 Marketing and Communication VenueDesign Digital…Print...Events… Activities…Social media… Website…Advertising... People…Services…Suppliers… Shared vision and values Management Culture Site...Architecture…Environments… Circulation...Zoning...Decor… Lighting…Signage…Graphics... WOW Factor Experience: Brand Ingredients Page 79
  • 80.
    Page 80 Case Study- Kaleidoscope Moscow Shopping Centre Page 80
  • 81.
    Page 81 “Exceptional placebrand experience”
  • 82.
    Page 82 Before westarted... A vision to turn a sterile site into a first choice place to be...
  • 83.
    Page 83 The visionrealised...
  • 84.
    Page 84 A nameand brand identity to inspire Creating a logo concept.
  • 85.
    Page 85 The finallogo and message “Always Different, Always Yours”
  • 86.
    Page 86 Kaleidoscope, December2008 5 Вход в метро Центральный тотем Рекламный тотем Пространство для проведения мероприятий Обзор местности Site Overview Creating a community destination hub
  • 87.
    Page 87 bus stops stage seating raisedviewing levels tenant totem tenant totem retail units metro SCG LONDON 8 Plato Place 72-74 St Dionis Road London SW6 4TU t +44 (0) 20 7371 7522 www.scglondon.com SITE LAYOUT PLAN Client: Status: INFORMATION Drawn by: Authorised by: Project No: Drawing: Contract: For information only Dimensions to be verified on site All measurements are in millimeters Notes:- Specification:-This drawing is the copyright of SCG London. Figured dimensions to be taken in preference to those scaled. All dimensions to be checked on site before any work proceeds. The contractor is to provide full size setting out drawings based on the information contained in this drawing for the designers approval prior to commencing manufacture. The drawing is issued on the condition that it is not reproduced, retained or disclosed to any unauthourised person either wholly or in part without the consent in writing of Drawing No:Date: Revision Comment Date Auth.Revision Comment Date Auth.Issue:Scale: Print size: A3 NOTE: DRAWING PROVIDED FOR INFORMATION ONLY A3=1:500 AND KALEIDESCOPE RRHRRH 17-02-09 548 A0-01 548 A5-03 01 A5-05 01 A5-02 01 A5-02 01 A5-01 01 INFO EntranceTo the shops EntrancePay Station Please Pay Here. Car ParkTarif: upto 2 hours Free.- 2-3 hours 75.- 3-4 hours 150.- 4-6 hours 500.- 6+ hours 750.- Please pay for parking at Pay Stations before exiting the Centre VATED SECTION A-A Plan Legend - Car Park Level 2 A A B B Thank You. rinciples ZONE M ZONE M ZONE M ZONE M ZONE M ZONE M ZONE M ZONE C ZONE C ZONE C Длинная Секция Long Section ELEVATED SECTION A-A Plan Legend - Car Park Level 1 A A B B Plan Legend - Car Park Level 2 A A B B Car Park Section, Plan and Entrance Principles Creating effective zoning
  • 88.
  • 89.
  • 90.
    Page 90 Туалеты Банкомат Информация 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118 119 120 121 122 123 124 125 126 127128 129 130 131 132 133 134 135 136 137 138 139 140141 142 143 144 145 146 147 148 149 150 LEVEL 1 TENANT NAME TENANT NAME TENANT NAME TENANT NAME TENANT NAME TENANT NAME TENANT NAME TENANT TENANT NAME TENANT NAME TENANT NAME TENANT TENANT NAME TENANT NAME TENANT NAME TENANT NAME TENANT TENANT NAME TENANT TENANT NAME TENANT NAME TENANT NAME TENANT TENANT NAME TENANT NAME TENANT N TENANT NAME TENANT NAME TENANT NAME TENANT TENANT NAME TENANT NAME TENANT NAME TENANT NAME TENANT NAME TENANT NAME TENANT NAME TENANT TENANT NAME TENANT NAME TENANT NAME TENANT TENANT NAME TENANT NAME TENANT NAME TENANT NAME TENANT TENANT NAME TENANT TENANT NAME TENANT NAME TENANT NAME TENANT NAME TENANT NAME TENANT TENANT NAME TENANT NAME TENANT NAME TENANT TENANT NAME TENANT NAME TENANT TENANT NAME TENANT TENANT NAME TENANT NAME TENANT NAME TENANT TENANT NAME TENANT NAME TENANT N TENANT NAME TENANT NAME TENANT NAME TENANT TENANT NAME TENANT NAME TENANT NAME TENANT NAME TENANT N TOILETS ESCALATOR ELEVATOR Digital totem - a local landmark... icon
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    Page 92 project overview42 ite page Kaleidoscope project overview Website Content pages Company Information | Terms and Conditions | Privacy Policy | Site Map | Customer Enquiry | Disclaimer © 2009 Kaleidoscope All Rights Reserved. Sign UpNewsletter GOSearch Company Information | Terms and Conditions | Privacy Policy | Site Map | Customer Enquiry | Disclaimer © 2009 Kaleidoscope All Rights Reserved. Opening Times Monday 9.30am – 8.00pm Tuesday 9.30am – 8.00pm Wednesday 9.30am – 8.00pm Thursday 9.30am – 8.00pm Friday 9.30am – 8.00pm Saturday 9.00am – 8.00pm Sunday 11.00am – 5.00pm Bank Holidays 10.00am – 6.00pm Three Musketeers Rated: 12A Release Date: 12/10/11 View Trailer Rated: U Release Date: 07/10/11 View Trailer The Lion King 3D Find out more here What’s on Coming Soon Catch up on our exclusive winter catwalk show and behind the scenes action from Karen Millen. Catwalk Show Book Now Book Now Anonymous Rated: 12A Release Date: 28/10/11 View Trailer Rated: TBC Release Date: 04/11/11 View Trailer Tower Heist Book Now Book Now At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium volupta- tum occaecati cupiditate provident.Similique sunt in culpa qui. READ MORE At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium volupta- tum occaecati cupiditate provident.Similique sunt in culpa qui. READ MORE At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium volupta- tum occaecati cupiditate provident.Similique sunt in culpa qui. READ MORE Menu Events Cinema Kaleidoscope Mall Tenants Gallery Brands Services Leisure and Entertainment Photo Gallery Videos Write a letter Getting Here Contact Leisure Ice Skating Bowling Kids Club Marketing channels synergy
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    Page 93 Kaleidoscope projectoverview 36 Environmental promotion Advertising kiosk Kaleidoscope project overview 56 Promotional - seasonal campaigns Autumn осенние открытия в Калейдоскопе Kaleidoscope project overview 53 Promotional - seasonal campaigns Winter Distinctive advertising image
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    Page 94 eidoscope projectoverview 69 he family S Боулинг клуб Bowling club Мишкин клуб катания на коньках ЛедоваяАрена СТАРТ представляет: Игра Добро пожаловать в боулинг Bowling club Мишкин клуб катания на коньках Добро пожаловать на каток Привет! Хочешь со мной покататься? Memorable characters
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    Page 95 A stunninglaunch - December 2012
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    Page 98 Contemporary decor,different moods and zones
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    Page 100 A placewhere people want to be...
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    Page 101 Employer Branding Doyour people make the difference? Page 101
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    Page 102 “Creating apositive brand experience for all customers involves everyone but nobody is responsible” Successful differentiation between companies is increasingly based on their people Looks can be copied...developing a successful internal brand culture takes time and effort Design represents positive change... a motivational people development initiative or wasted opportunity for engaging and inspiring A company’s external customer face and experience needs to be a reflection of the organisation’s internal culture, personality and values
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    Page 103 ‘Our peoplemake the difference’ … do they? People - an increasingly important differentiation factor Consumers increasingly aware of the wider context - how companies treat their people People - an increasingly important differentiation factor Consumers increasingly aware of the wider context - how companies treat their people and suppliers ‘Our people make the difference’ ...do yours?
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    Page 104 Design andbrand development ideally involves key cross departmental activities from marketing to real estate, IT, HR, operations... Employer Branding Page 104
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    Page 105 Achieving ‘addedvalue’ - reputation and ROI communications buyers procurement logistsics sales IT real estate marketing operations human resources Creating the brand experience - for customers and employees Effective management organisation Departmental activities / functions Marketing StoreService Internet Workplaces Department collaboration? Teamwork = Synergy
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    Page 106 Team synergy= efficiency = optimum performance Organisation challenge - achieving culture change Removing internal barriers people power procedures politics ‘silo mentality’ Information is power Effective communication strategy and design!
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    Page 107 How consistentare the messages we are communicating internally and externally about our organisation as a place to work? What are the most effective channels of employee communication, both top-down and bottom-up? Which employee positions are most critical to our success and what are we currently doing/need to do to attract, engage, and retain them? Design Strategy Success = A Positive Brand Culture?
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    Page 108 Designing ASuccess Culture... What kind of culture do we have? How consistent is it across geographical and divisional boundaries? What behaviours are most characteristic of our organisation? the most rewarded? the moments of truth when the organisation is at its best (and worst?)
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    Page 109 True ‘sustainability’means providing physical and virtual venues and experiences that meet the functional and emotion needs of their users and customers ‘Green’ certifications are irrelevant if the buildings which people do not want to live/work in, visit and enjoy Design that appeals to the head and the heart! A Word About Sustainability
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    Page 110 Design, Branding& Commercial Success in a Changing Marketplace “Commercial design without a clear, sustainable strategy is doomed to failure” Ultimate success is based on engaging the hearts & minds of your customers and your staff... through effective design and real brand synergy! Page 110
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    Page 111 SCG London 8Plato Place 72-74 St Dionis Road London SW6 4TU +44 (0) 20 7371 7522 Turkey Representative ISIL KUSOGLU isil.kusoglu@scglondon.com T: +44 (0)20 7371 7522 M: +44 (0)780 0793 456 Skype: scglondonturkey Chairman CLIVE WOODGER clive@scglondon.com T: +44 (0)20 7371 7522 Skype: clive@scglondon.com Yolunuz açık olsun!