Presentation and Synopsis of a recent 3M masterclass in Rebranding given by Clive Woodger, Chairman of SCG London to an invited audience of professionals from the retail, banking and real estate development sectors.
Digital Marketing Strategy for a Cosmetic Brand - Love Beauty and Planet (A U...Abhishek Sinha
The digital marketing strategy outlines a detailed behavioral analysis on the Indian consumer journey from research > evaluation > consideration > purchase in the beauty industry. The digital marketing plan for the beauty brand has been created taking key insights from beauty consumer footprints and their behavior on the key digital channels to improve the beauty brand's discoverability and desirability on the top digital platforms.
A brief look into brand identity and some of the models involved with its such as the brand identity prism. as well as examples of Nikes Identity prism and Jaguars identity prism.
A lot more info can be located on my website : https://digibowl.wordpress.com/2016/03/30/what-is-brand-identity-a-closer-look-at-the-brand-identity-prism/
Digital Marketing Strategy for a Cosmetic Brand - Love Beauty and Planet (A U...Abhishek Sinha
The digital marketing strategy outlines a detailed behavioral analysis on the Indian consumer journey from research > evaluation > consideration > purchase in the beauty industry. The digital marketing plan for the beauty brand has been created taking key insights from beauty consumer footprints and their behavior on the key digital channels to improve the beauty brand's discoverability and desirability on the top digital platforms.
A brief look into brand identity and some of the models involved with its such as the brand identity prism. as well as examples of Nikes Identity prism and Jaguars identity prism.
A lot more info can be located on my website : https://digibowl.wordpress.com/2016/03/30/what-is-brand-identity-a-closer-look-at-the-brand-identity-prism/
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Social Media Strategy for the Fashion IndustryRhonda Hurwitz
A guest lecture for an integrated marketing class at FIT, showing best practice from the fashion industry: examples of how brands use communication strategies, creative strategies, and creative executions on social networks, mobile, social commerce .. and how students can use these same tools for personal branding.
Digital Marketing Strategy presentation for the KitKat brandKnowcrunch
Knowcrunch graduates of the Masterclass in Digital & Social Media in Athens (Sept '22), worked for three months and presented a complete digital & social media marketing strategy for the KitKat brand.
Large organizations with layers of management require a thorough brand identity system that provides a unified vision and tools that help everyone build the brand. This presentation will walk you through the major steps required to craft a professional brand identity. Read more here: http://crtv.mk/gxQZ
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
College: Boston University
Class: Principles and Practices in Advertising
Group project to develop a campaign for Harry's Razor in efforts to build brand awareness to target audience.
Business Branding Proposal PowerPoint Presentation SlidesSlideTeam
Are you preparing to give a PPT on business branding using best graphics and diagrams? Take a sigh of relief. We have come up with a business branding proposal PowerPoint presentation slides. Our corporate promotion proposal PPT templates act as a foundation stone to give your organization a value, identity, and awareness among customers. In addition to this, our brand marketing PowerPoint visuals will help you to establish a long-term relationship with your customers. These brand equity presentation slides include all the necessary stuff such as business focus, corporate product and services, competitive analysis, trade strategy framework, brand integrity, market competitiveness and execution roadmap. Our corporate awareness plan PowerPoint presentation templates can also be used as other templates such as corporate trademark, product proposal, brand communication, product awareness, company advertising plan, brand awareness, business to business quality management, brand awareness, branding strategy, product positioning, and many more. Simply download, edit your text and present!. Our Business Branding Proposal PowerPoint Presentation Slides are a binding force. They create a cohesive environment.
China KOL Marketing for Fashion & Beauty BrandsKim Leitzes
Globally, there is a shift from transactional to “always on” China KOL marketing. 71% of China marketers see KOL marketing as strategic or highly strategic. 43% of China marketers surveyed are still experimenting with KOL marketing. 28% involve KOLs only at the campaign level. 24% of China marketers are currently running an always-on KOL program.
Up to 70% of Chinese consumers born after 1995 prefer buying products directly via social media than other channels.
Optimal time to engage KOLs is year 1-2 of their life cycle, before they have peaked.
WHY A LIFE CYCLE?
New social media platforms bring rise to new KOLs. Not all KOLs will successfully transition to new platforms.
1,000 super fans who share content, trust, and buy what a KOL recommends is more effective than 300,000 regular fans
(especially if 1/3 of fans come from click farms).
50% of China’s digital consumers use social media to do product research or get recommendations.
--------
PETER THOMAS ROTH
product SEEDING
OVERVIEW
/ American high-end skincare brand sold in Sephora and online via JD.com and Tmall
/ Beauty influencers gifted signature gel mask product (retail value of 388 RMB)
/ Majority of micro-influencers engaged with product only, with a few sponsored posts ranging less than 400 RMB
CAMPAIGN INSIGHT
/ PTR’s campaign invitation on PARKLU attracted over 270 beauty KOLs within 48 hours
/ Branding campaign with emphasis on visually compelling images vs. tutorial content, which typically generates higher engagement
----------
Shiseido hong kong
popup store
OVERVIEW
/ Shiseido looking to build awareness with Chinese travelers about its exclusive skincare sets for Hong Kong
/ Mid-tier beauty and fashion influencers were engaged to create content on WeChat, Weibo and Xiaohongshu
/ Sponsored posts ranged from 3,000 to 10,000 RMB, plus product gifting (retail value of 1,500 HKD)
CAMPAIGN INSIGHT
/ KOLs doing lucky draw with fans for Shiseido's special gifts sets higher than average engagement
/ Shiseido used PARKLU's geo-filters to identify and invite Guangdong KOLs that influenced China Mainland visitors
-----------
Dolce & Gabbana
New Fragrance Launch
OVERVIEW
/ Leading fashion brand promoting fragrance new launch campaign, building awareness and drive sales
/ 5 top-tier KOLs engaged on WeChat, Weibo and Yizhibo, ranging from 10,000 to 88,000 RMB per post
/ Lucky draw for free VR experience ticket and fragrance sample with special gift package if purchased in stores
CAMPAIGN INSIGHT
/ Integrated with offline event, provide free VR experience and sample gifting, engagement exclusively high
/ Top-tier KOL contributes to massive impressions and clicks
This was a webinar conducted for ISBM members to help them understand the key components that comprise a brand portfolio strategy, and how these components relate to and inform brand architecture decision-making. This requires developing a thoughtful brand portfolio strategy; one that defines the optimal number, scope and strategic role for each brand within the portfolio. The webinar leverages best practices, guiding principles, and real-world examples.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Social Media Strategy for the Fashion IndustryRhonda Hurwitz
A guest lecture for an integrated marketing class at FIT, showing best practice from the fashion industry: examples of how brands use communication strategies, creative strategies, and creative executions on social networks, mobile, social commerce .. and how students can use these same tools for personal branding.
Digital Marketing Strategy presentation for the KitKat brandKnowcrunch
Knowcrunch graduates of the Masterclass in Digital & Social Media in Athens (Sept '22), worked for three months and presented a complete digital & social media marketing strategy for the KitKat brand.
Large organizations with layers of management require a thorough brand identity system that provides a unified vision and tools that help everyone build the brand. This presentation will walk you through the major steps required to craft a professional brand identity. Read more here: http://crtv.mk/gxQZ
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
College: Boston University
Class: Principles and Practices in Advertising
Group project to develop a campaign for Harry's Razor in efforts to build brand awareness to target audience.
Business Branding Proposal PowerPoint Presentation SlidesSlideTeam
Are you preparing to give a PPT on business branding using best graphics and diagrams? Take a sigh of relief. We have come up with a business branding proposal PowerPoint presentation slides. Our corporate promotion proposal PPT templates act as a foundation stone to give your organization a value, identity, and awareness among customers. In addition to this, our brand marketing PowerPoint visuals will help you to establish a long-term relationship with your customers. These brand equity presentation slides include all the necessary stuff such as business focus, corporate product and services, competitive analysis, trade strategy framework, brand integrity, market competitiveness and execution roadmap. Our corporate awareness plan PowerPoint presentation templates can also be used as other templates such as corporate trademark, product proposal, brand communication, product awareness, company advertising plan, brand awareness, business to business quality management, brand awareness, branding strategy, product positioning, and many more. Simply download, edit your text and present!. Our Business Branding Proposal PowerPoint Presentation Slides are a binding force. They create a cohesive environment.
China KOL Marketing for Fashion & Beauty BrandsKim Leitzes
Globally, there is a shift from transactional to “always on” China KOL marketing. 71% of China marketers see KOL marketing as strategic or highly strategic. 43% of China marketers surveyed are still experimenting with KOL marketing. 28% involve KOLs only at the campaign level. 24% of China marketers are currently running an always-on KOL program.
Up to 70% of Chinese consumers born after 1995 prefer buying products directly via social media than other channels.
Optimal time to engage KOLs is year 1-2 of their life cycle, before they have peaked.
WHY A LIFE CYCLE?
New social media platforms bring rise to new KOLs. Not all KOLs will successfully transition to new platforms.
1,000 super fans who share content, trust, and buy what a KOL recommends is more effective than 300,000 regular fans
(especially if 1/3 of fans come from click farms).
50% of China’s digital consumers use social media to do product research or get recommendations.
--------
PETER THOMAS ROTH
product SEEDING
OVERVIEW
/ American high-end skincare brand sold in Sephora and online via JD.com and Tmall
/ Beauty influencers gifted signature gel mask product (retail value of 388 RMB)
/ Majority of micro-influencers engaged with product only, with a few sponsored posts ranging less than 400 RMB
CAMPAIGN INSIGHT
/ PTR’s campaign invitation on PARKLU attracted over 270 beauty KOLs within 48 hours
/ Branding campaign with emphasis on visually compelling images vs. tutorial content, which typically generates higher engagement
----------
Shiseido hong kong
popup store
OVERVIEW
/ Shiseido looking to build awareness with Chinese travelers about its exclusive skincare sets for Hong Kong
/ Mid-tier beauty and fashion influencers were engaged to create content on WeChat, Weibo and Xiaohongshu
/ Sponsored posts ranged from 3,000 to 10,000 RMB, plus product gifting (retail value of 1,500 HKD)
CAMPAIGN INSIGHT
/ KOLs doing lucky draw with fans for Shiseido's special gifts sets higher than average engagement
/ Shiseido used PARKLU's geo-filters to identify and invite Guangdong KOLs that influenced China Mainland visitors
-----------
Dolce & Gabbana
New Fragrance Launch
OVERVIEW
/ Leading fashion brand promoting fragrance new launch campaign, building awareness and drive sales
/ 5 top-tier KOLs engaged on WeChat, Weibo and Yizhibo, ranging from 10,000 to 88,000 RMB per post
/ Lucky draw for free VR experience ticket and fragrance sample with special gift package if purchased in stores
CAMPAIGN INSIGHT
/ Integrated with offline event, provide free VR experience and sample gifting, engagement exclusively high
/ Top-tier KOL contributes to massive impressions and clicks
This was a webinar conducted for ISBM members to help them understand the key components that comprise a brand portfolio strategy, and how these components relate to and inform brand architecture decision-making. This requires developing a thoughtful brand portfolio strategy; one that defines the optimal number, scope and strategic role for each brand within the portfolio. The webinar leverages best practices, guiding principles, and real-world examples.
The presentation was part of a one-day roundtable session held for the membership of the Association of National Advertisers (ANA). It contains a real-world case study that illustrates how a former client: 1) dissected and ultimately defined what it means to be "green" in their industry, 2) identified key purchase decision-makers associated with "green," 3) segmented the market based on customers' attitudes toward "green," and 4) developed a compelling "green-based" value proposition and go-to-market strategy for the chosen target segment.
We all know it is important to consistently grow brands, but what is the best way to achieve brand growth? This webinar was conducted for the membership of ANA. It discuss how to achieve growth by extending brands into new markets, whether by geography, by category, or by industry. It features a variety of case studies and best and worst practice examples while exploring critical questions such as: What are the challenges of managing your brand as you expand its reach to new customers with potentially new product offerings? Are there pitfalls that might damage your valuable brand? Can brands move up or down markets?
This is a preliminary approach presentation for developing a monolithic brand for EHC-Oman. It flags in the various factors that contributes towards the development of a mother brand, and as such should be taken more as a framework - rather than a recommendation.
The ever-expanding global nature of the business world has broad-reaching implications for brand management. This presentation, delivered to the International Association of Business Communicators, focuses on the topic of how to manage brands in this complex new world order. Specifically, it combines best practices and case studies to propose a set of guiding principles for when it makes sense to “centralize for global efficiency” and when it is better to “decentralize for local effectiveness.“ This key trade-off is explored across two broad topic areas: brand positioning and brand activation/execution.
همه ما در طول دوران حیاتمان با نمونه های زیادی از نام های معروف (برندهای شخصی) ستاره های سینما، سیاست مداران، خوانندگان، ورزشکاران و غیره مواجه شده ایم که یا حال با پایان عمر حرفه ای شان در آن حوزه از آن کناره گیری کرده اند (به زبان تئوری منحنی عمر، دچار افول و نابودی شده اند) و یا در برهه ای از زمان به علل مختلف دچار آسیب دیدن شهرت و وجهه خود شده اند و زودتر از اینکه برند شخصی شان به بلوغ برسد از اذهان پاک شده اند. برخی اما مسیر دیگری را پیش گرفته اند و هر بار که برند شخصی شان در دوره بلوغ گیر کرده و یا به افول نزدیک شده است، از دام افتادن در روند معروف معرفی، رشد، بلوغ و افول فرار کرده و دوباره به برند شخصی شان حیات بخشیده و رشدی دوباره برای آن رغم زده اند. این تعداد قلیل هستند. آنهایی که حال یا بدرستی یا بر اساس اصول برندسازی و روابط عمومی برند شخصی شان را ساخته و مدیریت کرده بودند و یا در هر برهه ای از زمان بر اساس تحقیق و تحلیل از جایگاه شان در ذهن مخاطبین بدرستی آگاه شده بودند، در این زمینه بسیار موفق عمل کرده اند.
This workshop was delivered to the Brand Consortium of ISBM. It helped identify the key variables in framing a brand portfolio strategy, including customer segments, product categories, customer end benefits, and price/value tiers. The workshop also helped participants identify the pros and cons associated with various brand portfolio strategies and architectures, and the circumstances where each makes sense. Best practices, guiding principles, case studies and interactive exercises are leveraged throughout…all with a heavy skew toward B2B examples.
This two-day workshop helped participants craft a high-potential business growth strategy that capitalizes on marketplace opportunities while leveraging organizational competencies and competitive advantages. Day 1 of the workshop consists of four modules: 1) an overview of business growth strategy, 2) conducting a current state assessment to identify business opportunities consistent with organizational core competencies, 3) articulating a business growth vision to remain competitive in a challenging marketplace environment, and 4) growing the core business to maximize revenue and profit.
This two-day workshop helped participants craft a high-potential business growth strategy that capitalizes on marketplace opportunities while leveraging organizational competencies and competitive advantages. Day 2 of the workshop consists of four modules: 1) utilizing research and analytical methodologies to inform and achieve strategic business goals, 2) implementing business growth strategy for creating high-impact value propositions, 3) assessing organizational readiness and implementation for effective execution of growth strategies, and 4) measuring and monitoring the progress of business development and growth.
Программа бизнес без границ Стратегическое развитиеAlexander Shubin
Для руководителей и собственников крупных и средних компаний уникальная обучающая корпоративная программа в области стратегического развития, сформированную на основе многолетнего российского и международного практического опыта, и запросов наших успешных заказчиков.
Уникальность и преимущество программы:
•15 летний лучший практический опыт. Наши эксперты имеют более 15 летний опыт выполнения проектов и управления бизнесом, в том числе и зарубежом. Все модули являются уникальными и одними из лучших в России.
•Уровень EMBA международных бизнес-школ. Основные блоки модулей программы проводились в рамках ведущих российских и международных бизнес-школ, и для успешных компаний-заказчиков.
•Адаптируемость. Модули программы адаптируются под вашу отраслевую специфику через кейсы и практические упражнения.
•Ориентированность на практический результат. Модули проводятся в форме воркшопов, направленных на генерацию новых идей и решение конкретных стратегических задач компании.
•«Живые» примеры. В рамках модулей запланированы кейсы и воркшопы с непосредственным участием менеджеров успешных зарубежных и российских компаний
6 обучающих модулей, которые охватывают ключевые области и задачи стратегического управления в быстро меняющейся бизнес-среде:
• Модуль 1. «Стоимость бизнеса, бизнес-модели и корпоративные стратегии»
• Модуль 2. «Эффективные коммуникации при принятии стратегических решений»
• Модуль 3. «Стратегии, сфокусированные на рынке», в том числе Бизнес-симуляция Маркстрат. Бизнес-симуляция BOSS «Стратегия голубого океана».
• Модуль 4. «Стратегическое улучшение бизнес-процессов»
• Модуль 5. «Стратегии развития розничной компании: Как конкурировать с гигантами»
• Модуль 6. «Стратегия сервис-ориентированной компании»
Пособие подготовлено и издано в рамках программы Международной финансовой
корпорации (IFC) «Преодоление последствий кризиса в корпоративном секторе» при
финансовой поддержке Швейцарской Конфедерации и Агентства по международному
бизнесу и сотрудничеству
Часто задачи отдела маркетинга диктует деятельность других подразделений компании. Например, нужно срочно распродать складские остатки, формировавшиеся по вине логистов, или провести ребрендинг марки, имидж которой пострадал от несоблюдения технологического процесса на производстве. Таких ситуаций можно избе-
жать, если положить в основу функционирования компании бизнес-моделирование, которое ставит во главу угла функцию маркетинга.
Маркетинг и Брендинг в International Trade & Development SCG International
Маркетинговая стратегия и брендинг как инструменты увеличения стоимости товаров и адаптации на международных рынках. Увеличение прибыли через эффективности.
No name vs. Brаnd.
Latest trends in shopping centre branding, marketing and design SCG International
Clive Woodger's conference at EPICCA ( Encounter of the Shopping Centre professionals in Latin America ) about developing first choice destinations...covering: International Trends, the Empowered Consumer, Marketing Strategies and Delivering the Promise....
Clive Woodger's conference about the Ultimate Retail Brand Experience. Organised by 3M Colombia. The main topics were: The Empowered Consumer, Retail Touchpoint's, Retail Transformations and Transformation Challenges.
Through a teamwork approach, SCG International & IDNT create destination brands and design concepts that add value for all stakeholders by enhancing customer experience, building loyalty and achieving competitive advantage.
Our combined multidisciplinary resource provides a wealth of international expertise across different sectors & markets.
Check our websites for more projects:
www.scg.international
www.idnt.ua
Clive Woodger & Anna Poberezhna spoke @ workshop "Shopping Centre Challenges in Crisis Times – Factors for Success"
Kyiv, June 2015.
Organised by Ukrainian Building Community, SCG International and DTZ Ukraine.
Achieving a Successful Homing Offer Challenges & Trends.International Snapshot.SCG International
DIY, HOUSEHOLD & FURNITURE RETAIL RUSSIA.
The annual conference organised by B2B Conference Group.
International Summit of industry products for home and garden repair.
Trends and challenges. International outlook.
Presentation by Clive Woodger, SCG International founder.
Moscow, Russia.
May 2015.
City Development The Influence of Architecture Art of Place Branding. SCG International
Lecture by Clive Woodger about the Architecture and Branding Trends in Urban Planning.
Achieving successful destination brands for living, work, rest & play.
Organised by Ukrainian Steel Construction Center.
Kyiv, May 2015.
Meeting the Challenges of the Empowered Consumers. Creating Successful First ...SCG International
Meeting the challenges of the empowered consumer.
Creating successful first choice destination brands.
Expert presentation illustrates the most problematic issues of the field and their practical solutions.
Clive Woodger at I Summit for Shopping and Entertainment Centers Owners and Managers: in a search of breakthrough idea, Ukrainian Real Estate Club.
Kyiv, May 2015.
Branding Challenges & Opportunities, Turkey food & drink initiative by TBCCISCG International
What are the Branding Challenges & Opportunities. Presentation @ the Turkey Food & Drinks Initiative by the Turkish British Chamber of Commerce and Industry (TBCCI), hosted by UBS in London. What are the issues & trends relating to country of origin branding, the competitive environment, impact of globalisation and the current situation regarding branding of Turkish food and drink products in the UK. April 9, 2015 by Anne Bacon
Презентация "Искусство создания среды обитания". Создание пространства, в котором людям приятно находиться. Успешный брендинг пространств для проживания, работы и досуга.
The presentation from the annual conference Marketing in Real Estate Dynamic Marketing 2015: “From development to management” organized by PROESTATE, “The Russian Guild of Property Managers and Developers”. The conference was aimed at top-managers of marketing departments, PR specialists, sales managers, working in the sphere of development and real estate (residential, commercial, suburban).The event took place on 27-28 November at the Art-Centre Exposed.
Creating Places Where People Want To Be - Achieving Successful Destination B...SCG International
The presentation for visiting Russian real estate professionals takes a wide ranging view of the issues involved with developing successful Place Branding.
An introduction to London as a place brand from a historical and planning perspective is followed by some examples of the current branding, marketing and design approach of developers in London and together with the branding of districts.
Latest office and workplace design trends are reviewed to give context to recent Moscow case study examples together with an HSBC international initiative which aimed at creating effectively branded environments to engage and motivate the users.
Shopping centres, as destination brands, increasingly rely on social media as a key marketing strategy and must ensure they can deliver a wide range of visit experiences. Examples of latest UK and Moscow centres are provided.
The concluding section refers directly to the challenges in the Russian market in creating new residential communities.
The example of Rublevo-Arkhangelskoe is reviewed to demonstrate some key principles in defining and creating an effectively differentiated place branding communications strategy and concept.
2. Synopsis – Rebranding masterclass
June 2012
Rebranding – Challenges and Opportunities
What, Why, How … some thoughts
I was asked by 3M Russia to provide a masterclass on Rebranding to an invited audience representing clients in
the retail, financial and real estate sectors. The following is a synopsis of a two hour presentation which aimed to
explore the issues all organisations need to consider to ensure a successful rebranding initiative – the what, why
and how! Examples in different sectors are provided which illustrate specific solutions demonstrating the issues
raised.
Clive Woodger, June 2012
Slide 3. What is Rebranding?
The ‘Re’ prefix is a useful reminder of what such an initiative represents i.e. another version of an original concept
– ‘once more, afresh, anew’ … . ‘Reaccustom’ (i.e. reconnect with your target audiences) and ‘Reactivate’ (re-
energise and re-think!).
‘Branding’ is an overused word to describe a range of functions. The key definition is development of a company’s
image and reputation to achieve an added value perception for target users and audiences. This demands an
effective positive differentiation from the competition as well as achieving, ideally, immediate memorability and
recognition. A key issue is that any new brand should represent and signal real change.
Slide 4. Signalling change – cosmetic or real
The cliché image of a gorilla applying lipstick is unfortunately sometimes too near the truth when managements
think that simply a cosmetic treatment can hide the basic ugliness of an offer! In fairness, a rebranding exercise
can and should act as a catalyst for change within an organisation – in attitudes, performance, quality offer, value
perceptions, etc.
3. Synopsis – Rebranding masterclass
June 2012
Slide 5. Image and Reputation
If image is what you are promising then the vital issues are how you actually behave and the actual overall
experience of the target user. Today, with social media and increasingly sophisticated customer tracking it is
difficult to see exactly who is targeting who!
Slide 6. Social media challenge
Certainly the social media landscape increases in complexity and influence given the range and opportunities for
everyone to talk to everyone 24/7 instantly. Organisations are struggling to keep up and adapt to mobile device-
led instant communities of interest.
Slide 7. Branding – The Brand Experience
Brands must review every ‘touchpoint’ with their audiences and users. Managing a consistent experience though
physical and digital contact and visits, services and products together with people interactions requires a total
brand-led management culture.
Slide 8. Asset Management
Branding should therefore be seen as a vital asset management activity. This slide represents a typical shopping
centre range of potential touchpoint interactions that can go well or badly from marketing, to visit, to post visit
satisfaction. Rebranding therefore requires a rethink and, if necessary, reinvention of each touchpoint experience
involving all parts of an organisation’s trading and operational activities.
Slide 9. Why Rebrand? – signalling change
So what improvements and changes are driving the need to rebrand? I have listed typical reasons from updating
to maintaining customer relevance. This demands a clear, realistic approach in understanding target audiences
and how an organisation’s offer can meet their aspirations and needs.
4. Synopsis – Rebranding masterclass
June 2012
Slide 10. How Much? Who For.
Rebranding can be simply a refinement – a ‘change but no change’ to maintain heritage and build on current
brand equity. Equally it could be revolution not evolution – a new name and image to signal a totally new offer.
The level of change will depend on the perceived need and should be based on a careful evaluation of available
resources in terms of people and budgets! There has to be a credibility check in terms of real cost, desired
impact, the competition, etc.
The fundamental problem is the unfortunately common perception that branding is a one-off cost rather than an
ongoing commitment for continuous improvement.
Slides 11-20. Starik Hottabych – “contemporary heritage”
This case study is a classic example of a well know heritage brand that recognised the need for change given
growing competition locally and from international market entrants.
Although carried out in 2004, the rebrand successfully updated the brand image and stores achieving instant and
sustained improved turnover.
Slides 21-25. Vision and Values
The design changes to the brand identity and store concepts were the obvious visual change for customers and
staff to create a contemporary and attractive retail experience. However, this work was based on a careful
reassessment of the brand values that would redefine the approach and attributes of the company. These slides
recording the general brand ethos were based on workshops and management interviews. The aim was to engage
the staff in the process to inspire and inform. At the same time by developing this internal ethos the company
could constantly evaluate their approach and activities to see how these measure up to the Brand Vision.
5. Synopsis – Rebranding masterclass
June 2012
Slides 26-41. Brand Guidelines
Some extracts from the documented brand guidelines indicate examples of specifications and style guides.
However, I made the point that guidelines must not be seen as a ‘completion’ of rebranding but simply the start.
From our experience guidelines should be part of an evolving process and kept updated.
The reasons why a design and specification are used are as important as the final design criteria. Only then can
new staff and management, for example, fully understand and maintain the quality control and relevance – the
key purpose of any Brand Guideline management strategy.
Slide 41-61. Fashion Galaxy – “Accessible Premium”
Extracts from the consultancy work we developed for repositioning and rebranding this shoe fashion store were
shown. The aim was to illustrate how a potential renaming exercise and new brand concept offer can be addressed
from reviewing the market sector and benchmarking through to new concepts for marketing and store design.
Slide 62-78. X5 Pyaterochka – “Improvement at no extra cost”
Our work for this successful discounter was based on the need to maintain and not exceed current budget spends.
The images show how a small refinement of the brand identity symbol allowed a more powerful and impactful
approach across key applications. Extracts from the brand guidelines and the improved store shopping experience
in terms of accessibility and convenience show how being a discounter does not have to mean providing poor
environments, merchandising and signage.
Slide 79-85. X5 – Perekrestok – “Format focus upgrade”
Working on the three supermarket formats, Green, Standard and Express, the aim was to develop a flexible brand
identity that avoided the limitations of the existing vertical ‘crossroads’ icon.
We also developed and rationalised the store design layouts, brand and store communication, and department
design. This involved a review of customer touchpoints – digital, print and physical experiences.
6. Synopsis – Rebranding masterclass
June 2012
Slide 86-92. M.video – “Rationalise, update, accessible”
Extracts from a recent guidelines for store frontages illustrated the classic challenge for nationwide retailers faced
with a wide range of building formats and facades. Clearing away clutter and providing consistent signage
approaches is an ongoing problem for many nationwide retailers. A proactive policy to brief developers to provide
appropriate building architecture is the next stage!
A future potential brand treatment illustrates how an existing brand can maintain its heritage and adapt to a
contemporary treatment.
Slide 93-109. Smolenskiy Passage – “Brand Reconception”
New ownership of this well known Moscow landmark required an extensive upgrade of the centre and its brand
profile. The before and after images presented illustrate the refreshed image and how this destination brand can
build on its heritage and appeal to contemporary audiences. The marketing positioning and key messages are
explored together with the new zoning policy, building on the upgraded centre architecture, environments and
touchpoint treatments.
Slide 110-125. Moskommertsbank – “Repositioning and transformation”
Extracts from the Brand guidelines illustrate the new positioning to be a universal bank rather than the previous
solely corporate business offer. We developed a modern retail and business customer bank the (respecting the
parent Kazkommertsbank (Kazkom) bank) using the same name. The image and branch experience were
completely transformed to be relevant for the target customer groups.
Slide 126-132. Company Image development – “creating a first-choice internal brand culture”
I am quite clear the future of successful brands is increasingly based on their ability to create a positive internal
brand culture to achieve long term and sustainable market advantage. Some extracts from an Employer Branding
presentation I made indicate the issues involved in managing human capital!
7. Synopsis – Rebranding masterclass
June 2012
The sheer commercial inefficiency of organisations where a department silo mentality is prevalent should be
obvious but this is an all too common failure of many companies. Everyone in an organisation potentially affects
the final brand experience provided to the customer. This basic realisation is still missed by management but is
an essential part of any ongoing successful branding strategy.
Slide 134-143. HSBC- “Global workplace culture and values”
Workplaces are a key element for many organisations to help creative the right conditions to develop their internal
culture and achieve optimum return on investment. The HSBC case study shows how an international organisation
saw the potential for creating a worldwide approach to their offices. The aim is to reflect and communicate the
Bank’s ethos and values but acknowledging the need to appeal to local mindsets and culture. As a graphic-led
treatment it is an example how relatively simple flexible approaches can be developed to transform working
environments and create an enhanced brand awareness that can motivate and inspire an organisation’s inner
customers – their staff!
This reflects SCG London’s belief in helping clients create true ‘Brand Synergy’ so that external and internal
audiences enjoy a consistent brand experience, which ultimately can make any organisation a first choice in their
sector.
9. Agenda
What is Rebranding? - Definitions
Why Rebrand? - Signalling change?
How much? Who for? - Rebranding Strategy
Examples - Retail
- Real Estate
- Financial
- Workplace
10. What is Rebranding? ... Definitions
Re Branding
once more… - image and reputation
afresh… - creating an added value perception
anew… - differentiation
re accustom… - memorability
re activate… - signalling change
11. What is Rebranding? ... Definitions
Signalling change - cosmetic or real?
Rebranding is not just new lipstick ...
Can be a catalyst for real change ...
in attitudes, performance, quality, value...
12. What is Rebranding? ... Definitions
Image ... promises ... ‘what you say’
Reputation ... behaviour ... ‘what people say about you’
=experience
Now marketing, communication and experience are totally integrated
Who is talking to who? ... Who is listening?
Who is targeting who?
13. Social Media Challenge
Social media challenge
• Russia is second place in Europe in terms of Internet access.
• 57 million Russians use Internet at least once a month (43% audience increase in last 2 years)
• 22 million users access Internet via their mobile phones.
SCG London Page 15
14. Branding = The Brand Experience
Products
Place
Brand Touchpoints
Technology
People
15. Asset Asset
Management
…
-rand
Touchpoints
management B Brand touchpoints
Asset Management - Brand Touchpoints
‘crea%ng
desire’
Image
and
Reputa%on
Brand
Equity
Income
/
Value
Awareness
Customer
Journey
A]erglow
Promise
Visit
Sa%sfac%on
Equity
word
of
mouth,
sms…
customer
journey…
collateral
…
adver>sing,
direct
an>cipa>on
…
moments
of
truth
bags,
cards,
leaflets
marke>ng
first
vistas,
approach,
process,
assurance,
memories
web
site,
social
media
layout,
environment,
products,
reminders,
triggers,
promo>onal
publicity
Income
staff,
facili>es,
exit
experience
…
aier
service
…
posters,
street
signs
…
Brand
Touchpoints
Managing
the
Process
–
Physical
…
Human
…
Technical
Rethinking opportunities ... Reinventing experiences
coordina%on
…
consistency
…
control
…
SCG London Page 14
16. Why rebrand?
Signalling change
What changes... What improvements?
- offer, positioning, process, people, formats
- updating, realigning, reinventing
- staying relevant to target market aspirations/needs
- targeting new customers ... retaining existing (profitable?) ...
...the right image and perception...
17. How much? Who for? - Rebranding Strategy
From ‘change but no change’ ... maintain heritage ... refine/refocus ...
To ‘new name/new brand’ ... complete change
Levels of development and change need to reflect
Brand Vision, Resources and Target Market realities.
issues ... credibility ... impact ... cost ...
implications ... = operations, people, competition ...
25. New concept…
design studio
Did not
exist
Before After
26. Finance results of the rebranded
store*
1st month after the the following months
opening
turnover + 35% +15-20%
growth
*Khimki
27. СТАРИК ХОТТАБЫЧ BRAND VALUES - PERSONALITY & ATTRIBUTES
Local &
Friendly
Great
Inovative
Value
We are
For the
Specialists
individual
Style ... Tone of voice ... Culture
ФЕВРАЛЬ/FEBUARY 2004 1.8.4
28. СТАРИК ХОТТАБЫЧ BRAND VALUES...
LOCAL AND FRIENDLY
Easy
convenient
comfortable
approachable
ФЕВРАЛЬ/FEBUARY 2004 1.8.5
29. СТАРИК ХОТТАБЫЧ BRAND VALUES
With the
best brands,
products,
services, staff
GREAT VALUE
ФЕВРАЛЬ/FEBUARY 2004 1.8.6
30. СТАРИК ХОТТАБЫЧ BRAND VALUES
With personal service
advice
solutions
exclusivity
FOR THE INDIVIDUAL
ФЕВРАЛЬ/FEBUARY 2004 1.8.6
34. ОСНОВНЫЕ ЭЛЕМЕНТЫ BASIC ELEMENTS 1.1.1
Основные Элементы
The Basic Elements
Логотип и Символ
The Logotype and Symbol
Логотип
Logotype Визуализация брэнда «Старика Хоттабыча»
состоит из двух ключевых элементов: Логотипа и
Изображения «старика на ковре». Здесь
приводится первый вариант взаиморасположения
элементов (как показано), существует также второй
«горизонтальный» вариант, который предлагается
использовать для вывесок (смотрите стр. 1.1.6).
Это придает визуализации брэнда «Старика
Хоттабыча» гибкость, позволяющую добиться
эффективной последовательности ее
использования во множестве различных
применений, не компрометируя отдельные
составляющие и их взаимоотношения друг с
другом. На последующих страницах будут
продемонстрированы правила расположения,
использования размеров и цветов для основных
составляющих элементов, которым следует строго
придерживаться.
Примечание: Запрещается применение других
конфигураций. Для воспроизводства
рекомендуется обращаться к мастер копии.
The Starik Hottabych identity consists of two key
elements: The Logotype and the 'Man on Carpet'
Symbol. The two elements are arranged in a Primary
formation (as shown)and also a secondary horizontal
formation, the latter being an option for signage. (see
page 1.1.6).
This gives the Starik Hottabych Identity flexibility,
allowing effective consistency over a variety of
Символ «старик на ковре» applications, without compromising the individual
'Man on Carpet' Symbol elements and their relationship to each other. The
following pages will provide layout, dimensional and
colour use guidelines for the basic elements and
should be rigorously adhered to.
NOTE: No other configuration is permitted for
application.
СТАРИК ХОТТАБЫЧ РУКОВОДСТВО К БРЭНДУ МАЙ 04
STARIK HOTTABYCH BRAND GUIDELINES MAY 04
35. ОСНОВНЫЕ ЭЛЕМЕНТЫ BASIC ELEMENTS 1.1.4
Изображение Старика и Ковра
'Man & Carpet' Symbol
Варианты
Options
Приведенный здесь пример демонстрирует
символ «старик на ковре».
Символ может использоваться самостоятельно
или совместно с логотипом, как показано на
стр. 1.1.1.
ПРИМЕЧАНИЕ: Запрещается использование
других вариантов, отличных от приведенных
на данной странице. Строго воспрещается
перерисовывать или изменять пропорции
символов.
The Example shown here illustrates the 'Man and
Carpet' Symbol.
The Symbol can be used alone or in conjunction with
the Logotype as specified in pg 1.1.1.
NOTE: Do not use any other variation other than
that shown. Do not redraw or alter the symbols
proportions in any way.
Пантон 123 Пантон 144 Пантон 188
Pantone 123 Pantone 144 Pantone 188
СТАРИК ХОТТАБЫЧ РУКОВОДСТВО К БРЭНДУ МАЙ 04
STARIK HOTTABYCH BRAND GUIDELINES MAY 04
36. ОСНОВНЫЕ ЭЛЕМЕНТЫ BASIC ELEMENTS 1.1.6
Основные Элементы
The Basic Elements
Сетка Построения.
4X Positioning Grid
X X
На данной странице приведены две сетки
5X построения визуализации брэнда «Старика
Хоттабыча».
X ПРИМЕЧАНИЕ: Запрещается использование
других конфигураций. Для воспроизводства
рекомендуется обращаться к мастер копии.
6X
X Shown here are the two layout grids for the The Starik
Hottabych identity.
NOTE: No other configuration is permitted for
7X application. Refer to master artwork for all
reproduction purposes.
3X
4X
4X X 19 X 4 1/2 X 12 1/2 X 15 X 17 X 4X
3X
X X
5X
2X
4X
2X
3X
3X X 13 X 32 X 1 1/2 X 44 1/2 X 3X
СТАРИК ХОТТАБЫЧ РУКОВОДСТВО К БРЭНДУ МАЙ 04
STARIK HOTTABYCH BRAND GUIDELINES MAY 04
37. УЗОР ИЗ ЛИНИЙ LINE TEXTURE 2.1
Мастер копия для
узора из линий
Line Artwork
Цвета
Colourways
Здесь показано использование цветов для узора
из линий при ее применении на разном фоне.
Узор состоит из трех различных гладких линий,
пересекающих друг друга в различных точках.
Каждая линия должна быть своего цвета –
Пантон 188, Пантон 144 и Пантон 123
соответственно.
Как здесь показано, правила построения
A.
Пантон 123 Пантон 188 Пантон 144 достаточно просты. При применении на белом
Pantone 123 Pantone 188 Pantone 144 фоне линии остаются, как показано (см. А). Когда
цвет фона совпадает с цветом одной из линий
(см. В.+С), тогда эта линия становится белой.
Если линии помещаются на фоне цвета, не
используемого в узоре, тогда цвета остаются
неизменными (см.D).
ПРИМЕЧАНИЕ: Запрещается заменять цвет
линий на альтернативный указанным здесь.
This page illustrates the colour usage for the Line
Texture when applied to various backgrounds. The
Texture is constructed of 3 random smooth lines
intersecting one another at various points. Each line
B. is of a different colour, one Pantone 188, one
Пантон 123 Пантон 188 Пантон 144 Pantone 144 and one Pantone 123.
Pantone 123 Pantone 188 Pantone 144
As shown the rules for this are very simple. When
applied to white the lines remain as shown (see A.).
When the background colour matches the colour of
one of the lines (see B. + C.) then that corresponding
lines colour is changed to white. When the lines are
applied to another colour not in the texture then the
colours remain unchanged (see D.).
C. NOTE: Do not replace the linecolour for any other
colour than that stated.
D. Пантон 173 E. Пантон 188
Pantone 173 Pantone 188
СТАРИК ХОТТАБЫЧ РУКОВОДСТВО К БРЭНДУ МАЙ 04
STARIK HOTTABYCH BRAND GUIDELINES MAY 04
38. УЗОР ИЗ ЛИНИЙ LINE TEXTURE 2.3.2
Мастер копия узора из линий
Line Artwork
Ценники для промоакций
Promotional Ticketing
Здесь демонстрируется руководство для
применения узора из линий для промоутинговых
материалов места продажи.
Приведенной здесь руководство служит
примеров оптимального использования текстуры
в изделиях различной формы.
ПРИМЕЧАНИЕ: Пропорции заданы для
оптимального создания гладкой и плавной
текстуры. Запрещается сжимать или по-иному
искажать мастер копию.
This page illustrates the guides for the application of
А6 Альбом Ценник для конца полки the Lines Texture to promotional point of sale.
A6 Landscape Shelf edge ticket
As before the texture should include a crossover,
25%
which must appear off-centre as shown in the
examples to the bottom of the page.
Бесплатно
NOTE: Proportions are set to best create a
5 060041 250005
Смеситель для
умывальника 504524
Смеситель для
умывальника 504524
smooth and flowing texture. Do not compress or
2600p distort the artwork in any way.
2600p
5 060041 250005
Горизонтальный баркер для конца полок А6 Портрет
Horizontal Shelf edge barker A6 Portrait
25%
Бесплатно
25%
Бесплатно Смеситель для
умывальника 504524
2600p
2600p
5 060041 250005
Смеситель для
умывальника 504524
5 060041 250005
СТАРИК ХОТТАБЫЧ РУКОВОДСТВО К БРЭНДУ МАЙ 04
STARIK HOTTABYCH BRAND GUIDELINES MAY 04
25
39. ФОТОГРАФИЯ PHOTOGRAPHY 3.1.1
Фотография обстановки комнат
Roomset Photography
Рекомендации по стилю
Styleguide
Образцы фотографий, приведенные на данной
странице, демонстрируют направление, которому
«Старик Хоттабыч» должен придерживаться при
использовании снимков обстановки. Стиль должен
быть ясным, современным и естественным, с
использованием сильных и «энергичных» цветов.
Задачей данных снимков станет как демонстрация
конкретных товаров, продаваемых в магазине, так и
предоставление идей для покупателей, устраивающих
свой дом.
Хотя некоторые из предметов мебели,
представленные на снимках и не продаются в
магазинах «Старика Хоттабыча», они обязательно
должны там присутствовать для создания атмосферы,
не находясь, тем не менее в центре фотографии.
ПРИМЕЧАНИЕ: Данные фотографии приводятся
исключительно в качестве справочного материала
и защищены авторскими правами. Использование
данных снимков строго воспрещается при
отсутствии их выкупа с указанием цели
использования.
The sample images on this page illustrate the direction
Starik Hottabych should be taking with their roomset
photography. The style should be clean, contemporary
and natural, strong and vibarant in colour.
The objective of these shots is to create, both a showcase
for the products that the store sells. and also to provide a
visual inspiration for the customers own homes.
While some of the furniture contained within the shots is not
sold by Starik Hottabych, it is imperative that it is in the
roomset to create atmosphere, remember though that
these items should not be the prime focus of the image.
NOTE: These images are for reference only and are
rights protected. Under no circumstances use these
images unless they have been purchased for the
purpose of their use.
СТАРИК ХОТТАБЫЧ РУКОВОДСТВО К БРЭНДУ МАЙ 04
STARIK HOTTABYCH BRAND GUIDELINES MAY 04
40. ФОТОГРАФИЯ PHOTOGRAPHY 3.3.1
Фотография Товара
Product Photography
Руководство
Styleguide
На данной странице показаны несколько
примеров фотографии товаров. Они предлагают
направление, которому должен придерживаться
«Старик Хоттабыч».
Основной задачей такого вида фотографии
станет прямая презентация товаров. Будучи в
первую очередь снимками товаров, акцент
должен падать на предложение стиля и
атмосферы, для того, чтобы покупатель смог
представить себе эти товары в своем доме.
ПРИМЕЧАНИЕ: Данные фотографии
приводятся исключительно в качестве
справочного материала и защищены
авторскими правами. Использование данных
снимков строго воспрещается при отсутствии
их выкупа с указанием цели использования.
illustrated here are a number of examples of Product
photography. They offer a direction that Starik
Hottabych's photography should be taking.
The prime objective of the photography here is to
offer a bold and simple display of products. While
being primaraly product shots, the emphasis should
be on creating suggestive styles and environments
so the customer can imagine the products in their
own home.
NOTE: The images shown here are for reference
only and are rights protected. Under no
circumstances use these images unless they
have been purchased for the purpose of their
use.
СТАРИК ХОТТАБЫЧ РУКОВОДСТВО К БРЭНДУ МАЙ 04
STARIK HOTTABYCH BRAND GUIDELINES MAY 04
41. ЭЛЕМЕНТЫ ФАСАДА EXTERIOR ELEMENTS 4.1.2
Элементы фасада
Exterior Elevation
Вариант 1 Вывесок
Option 1 Signage
Основная вывеска
по центру с подсветкой Здесь приводятся примеры фасадных вывесок,
Main central использованных на Варианте Фасада1.
illuminated sign
Во-первых, приводится центральная вывеска -
это белая вывеска, подсвеченная при
Вывеска, расположенная использовании неона за белой прозрачной
слева с подсветкой изнутри объемной буквой.
lefthand side
Вторая вывеска меньшего размера размещается
back illuminated sign
слева. Она подсвечивается таким образом, чтобы
объемные буквы смотрелись цельно с неоновой
подсветкой, предающей им внешнее свечение.
пожаловать!
Shown here are the types of exterior signage used
Добро
on the exterior facia of Exterior Elevation Option 1.
The fisrt shown is the main central sign, a white
illuminated sign using neon behind a translucent
white boxed letter.
The second is the smaller sign to the left hand side.
This is back illuminated so the boxed letters are solid
with neon lighting the backwall behind the letters
giving the letter an outer glow.
ВАРИАНТ ФАСАДА 1 ТОРЕЦ 1700mm
OPTION 1 SIDE ELEVATION
ванная комната
напольные покрытия
пожаловать!
пожаловать!
Добро
Добро
текстиль и карнизы
светильники
ВАРИАНТ ФАСАДА 1
EXTERIOR OPTION 1
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STARIK HOTTABYCH BRAND GUIDELINES MAY 04
42. ЭЛЕМЕНТЫ ФАСАДА EXTERIOR ELEMENTS 4.2
170mm 170mm
Флаги при входе в магазин
Exterior Flags
140mm
пожаловать!
900MM x 4000MM
900mm x 4000mm
пожаловать!
На данной странице приводится руководство к
Добро
созданию наружных банеров/флагов. Для них
Добро предлагаются два варианта. Первый – флаг,
оформленный брэндом «Старика Хоттабыча» на
фоне цвета Пантон 188, и второй – флаг с
приветствием на белом фоне.
1910mm
Очень важно, сохранять соответствие всех
изобразительных элементов данным
рекомендациям по стилю.
Helios Regular,
Пантон 144,
Х высота 170мм Shown here are the guidelines for the construction of
Helios Regular the exterior banner flags. There are two options for
Pantone 144 these. One a Starik Hottabych branded flag with a
X height of 170mm Pantone 188 background, and a welcome message
flag with a white background.
It is essential all artworks follow this style.
1830mm
120mm
Вариант флага 1 Вариант флага 2
Flag option 1 Flag option 2
420mm 250mm 230mm
СТАРИК ХОТТАБЫЧ РУКОВОДСТВО К БРЭНДУ МАЙ 04
STARIK HOTTABYCH BRAND GUIDELINES MAY 04
43. ЭЛЕМЕНТЫ ФАСАДА EXTERIOR ELEMENTS 4.3
5m
Стелы
Totems
Размеры и строение
1500mm Dimensions and construction
Helios Regular, Заголовок Helios Вold, Стэнд для рекламы
Белый, центрирование текст: Helios Light, в формате А2
Helios Regular Пантон 188, A2 Poster Box Здесь приводится руководство строения двух
White, aligned centre левое центрирование вариантов стел. Первая – пять метров высотой с
Heading: Helios Bold приветствием и вторая 2.5 м стела при входе в
Text: Helios Light магазин.
100mm Helios Regular,
Пантон 188, центрирование Pantone 188
Важно, чтобы все изобразительные элементы
490mm Helios Regular aligned left
оформлялись брэндом «Старика Хоттабыча»
Pantone 188, aligned centre последовательно.
130mm
Illustrated on this page are the construction guides
500mm for two example exterior totems. The first is a 5m high
2.5m welcome totem and the second a 2.5m entrance
Заголовок: Helios Вold,
100mm добро Текст: Helios Light, белый, 320mm
totem.
пожаловать!
60mm It is essential all artworks follow this style guide to
100mm левое центрирование
Heading: Helios Bold carry the Starik Hottabych identity in a consistent
120mm
Text: Helios Light manner.
160mm 480mm
Часы работы White, aligned left
140mm понедельник 00 - 00
вторник 00 - 00
60mm добро пожаловать!
60mm
среда 00 - 00 Часы работы
понедельник 00 - 00
четверт 00 - 00 вторник
среда
00
00
-
-
00
00
пятница 00 - 00 700mm четверт
пятница
00
00
-
-
00
00
1100mm суббота 00 - 00 суббота 00 - 00
воскресенье 00 - 00
воскресенье 00 - 00
680mm
400mm
200mm 200mm
80mm 1520mm 80mm 50mm 1600mm 50mm
СТАРИК ХОТТАБЫЧ РУКОВОДСТВО К БРЭНДУ МАЙ 04
STARIK HOTTABYCH BRAND GUIDELINES MAY 04
44. ЭЛЕМЕНТЫ ФАСАДА EXTERIOR ELEMENTS 4.4
Оформление транспорта
Vehicle Graphics
Грузовик на 7.5 тонн
7.5 Ton Truck
Helios Regular, Helios Regular, Здесь приводится пример оформления грузовика
Пантон 188 Helios Regular на 7.5 тонн брэндом «Старика Хоттабыча».
Helios Regular White
Pantone 188 Несмотря на то, что размер и пропорции будут
меняться в зависимости от типа грузовика, общее
оформление и взаимоотношения между
логотипом, адресом, номером телефона и узором
из линий должны последовательно сохраняться у
всех машин компании.
Графика должна наноситься методом винила, см.
стр. 1.3.1 для справок.
Shown here is an example layout of the Starik
Hottabych Identity applied to a 7.5 Ton truck.
While size and proportions will change as the range
of vehicles varies, the overall layout and relationships
www.starkhottabych.ru between the logo, web address, telephone number
and lines texture should remain consistent across all
vehicle livery.
All graphics should be applied as vinyl, see pg 1.3.1
for vinyl references.
+7042 927-0859
СТАРИК ХОТТАБЫЧ РУКОВОДСТВО К БРЭНДУ МАЙ 04
STARIK HOTTABYCH BRAND GUIDELINES MAY 04
45. ОРИЕНТИРОВАНИЕ WAYFINDING 6.2
Вывески на потолочных балках
Bulkhead Signage
материал - ламинат цвета отдела 75% от цвета 173 по Пантону, Строение
(см. пакет чертежей для справок) цифровая печать и резка по винилу
Construction
ВИД ВРАЗРЕЗ БАЛКА Secified Department Laminate 75% Pantone 173
SECTION THROUGH BULKHEAD (see drawing package for spec) Fret cut digitally printed vinyl
600mm На данной странице приводится руководство для
использования графического написания
названий секций на потолочных балках.
Как здесь и показано, балка должна быть
окрашена в цвет соответствующего отдела (см.
стр. 1.3.1) и оба ряда букв должны вырезаться из
325mm виниловой пленки и затем наклеиваться.
300mm
20мм-ые вырезанные За рекомендациями по конструкции балок,
из фомекса буквы, рекомендуется обращаться ко второй части
выступающие на учебника «Стандартам».
150mm
поверхности балки 100mm
на 10мм.
20mm fret cut This page illustrates the guidelines for the graphic
white foamex application of the section headers to the bulkhead.
lettering, mounted
As detailed the bulkhead should appear in its
10mm off bulkhead
coresponding departmental colour (see pg 1.3.1),
Helios Regular на Х высоту в 175мм,
with both sets of lettering applied as fretcut vinyl.
вырезанные из фомекса буквы 20мм шириной.
Helios Regular to X height of 175mm, Please refer to the Standard details document for the
20mm fret cut foamex bulkhead construction guidelines.
Центр
Centre point
Первичное название должно
всегда размещаться по центру
вывески на балке, как показано.
The primary section heading
should always appear in the
centre of the bulkhead as shown.
Вторичное название может
располагаться в любом месте,
но обязательно ПОД первичным.
The secondary section heading
is able to appear anywhere in the
bulkhead, as long as, at some point,
it sits under the primary section heading.
РУКОВОДСТВО ПО БРЭНДУ ЯНВАРЬ 04
46. ПАНЕЛИ СОВЕТОВ ADVICE PANELS 7.1.2
Панели Советов
Wise Advice Panels
Варианты расположения
Layout Options
мудрые советы... мудрые советы... мудрые советы... Здесь приводятся несколько возможных
окрашивание вариантов для оформления Панели Мудрых
Здесь показана сетка построения для наклеивание сколько рулонов обоев
Советов. В то время, как рекомендации к
каждого варианта. Несмотря на то, что обоев комнаты мне потребуется
расположению элементов неокончательны, они
расположение может незначительно 1. Измерьте комнату 1. старайтесь красить высокие общая площадь высота потолка
предлагают самый оптимальный вариант.
Измерьте высоту потолка комнаты потолки в темный цвет комнаты,
меняться, содержание должно снизу доверху и добавьте 10 см с включая двери
2.3-2.4м 2.4-2.6м 2.6-2.7м
каждого конца на захлест
укладываться в показанные границы. 1.
и окна
ВНИМАНИЕ: Границы сетки не должны
2. Нарежьте куски обоев 2. продолжение цвета на стены
The Bounding boxes are shown on соответствующего размера далее уменьшает высоту потолка 10м 5 рулонов 5 рулонов 6 рулонов
включаться в готовое изделие – они здесь
и намажьте клеем
each option here to illustrate that while Оставьте их пропитываться на 10 минут.
11м 5 рулонов 5 рулонов 6 рулонов
показаны лишь для справки.
12м 6 рулонов 6 рулонов 7 рулонов
the layout can alter to some respects, 3. Разместить и наклеить сверху 3. использование ярких цветов
как для окраски пола так и
вниз с помощью щетки 13м 6 рулонов 6 рулонов 7 рулонов
the contents still have to remain within 2. Поднесите мягко собранные потолка служит для достижения
того же эффекта
“гармошкой” обои к стене и отпустите 14м 7 рулонов 7 рулонов 8 рулонов
the boundaries. верхнюю складку в свободном падении. 4. потолок кажется выше, This page illustrates a number of various options for
Приложите кусок обоев, оставляя 5 см если он окрашен в светлый 15м 7 рулонов 7 рулонов 8 рулонов
сверху, чтобы отрезать после подгонки.
Начиная сверху, щеткой начинаете
убывающий цвет the layout of the Wise Advice Panels. While the
16м 8 рулонов 8 рулонов 9 рулонов
наклеивать обои, попутно избавляясь
от пузырей и избытков клея.
layouts are not conclusive, they do offer a guide to
5. обратите внимание 17м 8 рулонов 8 рулонов 9 рулонов
what is the best option.
3.
на специальные элементы
отделки комнаты 18м 9 рулонов 9 рулонов 10 рулонов
Аксиома
Поблизости вам понадобиться кисточка и банка 6. окраска дальних стен узкого
19м 9 рулонов 9 рулонов 10 рулонов
NOTE: The bounding boxes should not be
с клеем, когда концы начнут высыхать и отходить
от стены. Смажьте их клеем дополнительно и
коридора более темным или
теплым цветом делает его шире
20м 10 рулонов 10 рулонов 11 рулонов
included in the final output - they are only present
накрепко приклейте. 21м 10 рулонов 10 рулонов 11 рулонов
here to aid the examples.
Аксиома
мудрые советы... мудрые советы... мудрые советы... мудрые советы...
наклеивание наклеивание наклеивание наклеивание Поблизости вам понадобиться
обоев обоев обоев обоев
кисточка и банка с клеем, когда
концы начнут высыхать и отходить
от стены. Смажьте их клеем
дополнительно и накрепко
3 4 5 3 приклейте.
Пример Применения Расположение 1 Расположение 2 Расположение 3
Application Example Layout Example 1 Layout Example 2 Layout Example 3
СТАРИК ХОТТАБЫЧ РУКОВОДСТВО К БРЭНДУ МАЙ 04
STARIK HOTTABYCH BRAND GUIDELINES MAY 04