This document discusses common myths around rebranding and provides best practices for successful brand implementation. It notes that an effective rebranding involves more than just the marketing team or logo, and requires aligning the brand across all aspects of the business from culture to products. The document also emphasizes starting early with planning, conducting an asset inventory, prioritizing changes, and establishing a clear roadmap and expectations for rollout and long-term brand management.

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Prepared for
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www.endpoint.co.uk
Endpoint
165 Tower Bridge Road
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SE1 3LW
T +44 (0)20 7089 2670
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A guide to successful brand implementation

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Your Host
Gideon Wilkinson
Co-Founder and Managing Director of Endpoint
– 15 years managing Endpoint
– Previous career in brand agency world
– Work across multiple sectors
– Clients include:
Apple
Ernst & Young
Barclays
John Lewis
Santander

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So what drives brand change?

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What drives a brand change?

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5 common rebranding myths

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1st rebranding myth
The marketing team can handle
everything

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C suite

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All stakeholders

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2nd rebranding myth
It’s just about the logo

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Physical assets

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People and culture

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Products and services

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Communications

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3rd rebranding myth
Focus on the design first

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Typical process

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1:20

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Best practice

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4th rebranding myth
We have everything in-house to
manage the rebrand

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7 years
.... on average between some sort
of brand change

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3 years, 9 months
.... average tenure of a CMO
Spencer Stuart – May 2013

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44%
...of marketer's planning to move in 2013
Marketing Week – Jan 2013

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5th rebranding myth
We have the guidelines, our
branding project is finished

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Managing the brand day to day

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Manage the physical asset quality

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Manage continued expansion

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So...
Where do you start when
planning your implementation
Strategy?

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Understanding VOF

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Interrogate the organisation

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Asset inventory

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Rationalise and consolidate

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Prioritise

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Establish rollout scenarios

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Plot high level timelines

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Determine scenario based costs

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Establish implementation road map

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So...
to summarise

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Summary
– Plan plan plan, earlier the better
– Implementation is communication
– Inventory, Budget, Resources
– Clear roadmap with expectations
– Branding is a verb not a noun
– Tools are better than rules

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Any questions...