SlideShare a Scribd company logo
Rebuilding your Brand for a
Human-Centred World
Cash Converter’s challenge
Let me introduce myself
2
Hi! I’m Daniel Díez, Business Director at Good Rebels
I’ve been working in digital marketing and communications for
more than 10 years with amazing brands.
www.linkedin.com/in/diezdedios/
daniel.diez@goodrebels.com
Who we are
3PROJECT NAME
We are a digital strategy

and creative company.
We help our clients to innovate at the intersection

of people, brands & technology.
The brand Positioning process Output
The steps
How important are brands
nowadays and why did we
put in motion the project
The stages of the brand
rebuilding project with Cash
Converters: methodology
and learnings
Which was the result of the
project (we cannot tell
everything) and how it is
being put in motion
Let’s start talking about
the value of the brands
nowadays
Best global brands 2018 - Interbrand
Edelman Earned Brand Global Report
8
Sometimes is not about
taking a stand.
It’s about moving on.
PROJECT NAME
Cash Converters
The history
Cash Converters
11
Our history
PHYSICAL
STORES
ONLINE
CHANNELS
CUSTOMER
BRAND
The challenges in 2018-2019
The challenges
13
“The main challenge the company has is
to position the customer at the centre.
It is a unique but ambitious goal, since
executing tasks and decisions based on
the client in a company of 1,200
employees is complicated and
challenging.”  
Customer
centricity
14
“The emergence of new competitors in
the second hand sector with very
defined positions and the loss of identity
communicated by Cash Converters
during the last few years”
Identity
The challenges
15
The brief
To define a new brand
positioning based on data to
give a new personality and drive
all communications
(physical, online, marketing,
sales…)
16
Our approach
We needed to
understand how
Cash Converters is
communicating its
core values
01 0402 03
We needed to test
how shared identity
is perceived by the
key stakeholders of
the company
We needed to define
with Cash Converters
which are the
customers we want
to acquire (not just
the current ones)
Corporate
identity
communicated
Perceived
positioning
Key audiences and
how to engage
with them
We wanted to
reposition the brand
with a new creative
concept oriented to
be relevant and
aligned with Cash
Converters’ strengths
Brand positioning
to drive every
action of the brand
(internally and
externally)
The team
17
And, of course,
Cash Converters
Digital strategy
Team
Creative team
The path
18
PERFORM
ANCE IMAGERY
JUDGEM
ENTS FEELINGS
SALIENCE
IDENTITY
MEANING
RESPONSE
RATIONAL
EM
O
TIO
N
AL
RELATIONSHIPS
Keller's Brand Equity Model
The analysis
19
General audience
Corporate identity communicated
Perceived positioning
Customers Co workers Franchises
Is perceived by
Perceptions generate
The context
20
BOLD
UNIQUENESS
NEXT STEP IN A
COMPETITIVE
CONTEXT
Understanding the communicated identity
21
• Focus of communications
• Approach to campaigns and communications
• Tone of voice
• Possible paths for positioning
• Client focus on buying and selling
• Product focus
• Approach to sales within physical stores and online
• Driving sales with rational incentives, e.g. competitive pricing
• How emotional marketing is used to generate positive brand
awareness and associations
What we needed to track
Understanding the communicated identity
22
The sources of analysis
Published content Customer service Internal reports
Social Media strategic
docs
Social Media reports Owned media
Understanding the perceived positioning
23
BRAND STAGE GOAL
KEY ISSUES WE NEED TO UNDERSTAND
Rational Emotional
POSITIVE
REACTIONS
RESPONSE
- Reasons to choose CC vs competitors
- Shopping experience
- Service experience
- Reasons for recommendation and
prescription
- Brand experience
- Satisfaction reasons
- Why would users recommend Cash
Converters
BRAND
ASSOCIATIONS
MEANING
- Key advantages perceived by the customer
(price, convenience, uniqueness of products,
ease, purchase / sale service ...)
- Drivers of purchase / sale
- Emotional associations
- Reasons for generating bonds with the brand
SALIENCE IDENTITY
- Cash Converters brand perception
- Media impact of the brand
- Top of Mind (Share of Voice)
Research techniques
24
QUANTITATIVE
QUALITATIVE
OFFLINE ONLINE
Panel
surveys
Online
surveys
Focus
groups
Panel
tracking
Media
analysis
Listening
Audience
profiles
Online
communities
Customer
Journey
inspiration
observation
immersion
Understanding the perceived positioning
25
TARGET
TECHNIQUE
OUTCOME
GENERAL AUDIENCE CUSTOMERS CO WORKERS FRANCHISES
INTERVIEWS INTERVIEWSSURVEYSMONITORING REVIEWS
SURVEYS
MONITORING REVIEWS
Standardised data about identity, meaning and response
Now it’s time to define
The basic approach of positioning is not to create something new and
different, but to manipulate what’s already up there in the mind.
The most difficult part of positioning is selecting that one specific
concept to hang your hat on.
Successful positioning requires consistency. You must keep at it
year after year.
Al Ries
Possible brand positioning paths
28
We took three possible positioning
paths extracted from the analysis
stage.
Then, we ranked them by giving
them values in the four key areas of
the brand.
How the paths match with the audiences
29
What really matters is their attitudes
30
So we created a
positioning based
on an attitude
The output
31
The output
A new claim for the
company that is guiding
everything they do, both
internally (processes) and
externally (comms)
A brand manifesto with
all the key issues that
differentiates Cash
Converters from the other
brands
A new tone of voice to be
applied to everything the
brand does or says
A refurbished design
style aligned with the new
positioning
Brand guidelines to drive
all the communications
Implementation plan to
activate the positioning
in the communications
plan, marketing actions,
web, operations…
Key learnings
32
The analysis always takes
longer than expected
Arrange frequent catch
ups between agency and
client (although not too
many of them)
80/20 still works
Never miss a line of
business
Listen to your own
employees
If it’s not aligned with the
brand core meaning, it
doesn’t work
Barcelona • Brighton • Ciudad de México • Madrid
goodrebels.com • @GoodRebels
Data. Creativity. Tech.

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Webinar: "Rebuilding your Brand for a Human-Centred World"

  • 1. Rebuilding your Brand for a Human-Centred World Cash Converter’s challenge
  • 2. Let me introduce myself 2 Hi! I’m Daniel Díez, Business Director at Good Rebels I’ve been working in digital marketing and communications for more than 10 years with amazing brands. www.linkedin.com/in/diezdedios/ daniel.diez@goodrebels.com
  • 3. Who we are 3PROJECT NAME We are a digital strategy
 and creative company. We help our clients to innovate at the intersection
 of people, brands & technology.
  • 4. The brand Positioning process Output The steps How important are brands nowadays and why did we put in motion the project The stages of the brand rebuilding project with Cash Converters: methodology and learnings Which was the result of the project (we cannot tell everything) and how it is being put in motion
  • 5. Let’s start talking about the value of the brands nowadays
  • 6. Best global brands 2018 - Interbrand
  • 7. Edelman Earned Brand Global Report
  • 8. 8
  • 9. Sometimes is not about taking a stand. It’s about moving on.
  • 12. The challenges in 2018-2019
  • 13. The challenges 13 “The main challenge the company has is to position the customer at the centre. It is a unique but ambitious goal, since executing tasks and decisions based on the client in a company of 1,200 employees is complicated and challenging.”   Customer centricity
  • 14. 14 “The emergence of new competitors in the second hand sector with very defined positions and the loss of identity communicated by Cash Converters during the last few years” Identity The challenges
  • 15. 15 The brief To define a new brand positioning based on data to give a new personality and drive all communications (physical, online, marketing, sales…)
  • 16. 16 Our approach We needed to understand how Cash Converters is communicating its core values 01 0402 03 We needed to test how shared identity is perceived by the key stakeholders of the company We needed to define with Cash Converters which are the customers we want to acquire (not just the current ones) Corporate identity communicated Perceived positioning Key audiences and how to engage with them We wanted to reposition the brand with a new creative concept oriented to be relevant and aligned with Cash Converters’ strengths Brand positioning to drive every action of the brand (internally and externally)
  • 17. The team 17 And, of course, Cash Converters Digital strategy Team Creative team
  • 18. The path 18 PERFORM ANCE IMAGERY JUDGEM ENTS FEELINGS SALIENCE IDENTITY MEANING RESPONSE RATIONAL EM O TIO N AL RELATIONSHIPS Keller's Brand Equity Model
  • 19. The analysis 19 General audience Corporate identity communicated Perceived positioning Customers Co workers Franchises Is perceived by Perceptions generate
  • 20. The context 20 BOLD UNIQUENESS NEXT STEP IN A COMPETITIVE CONTEXT
  • 21. Understanding the communicated identity 21 • Focus of communications • Approach to campaigns and communications • Tone of voice • Possible paths for positioning • Client focus on buying and selling • Product focus • Approach to sales within physical stores and online • Driving sales with rational incentives, e.g. competitive pricing • How emotional marketing is used to generate positive brand awareness and associations What we needed to track
  • 22. Understanding the communicated identity 22 The sources of analysis Published content Customer service Internal reports Social Media strategic docs Social Media reports Owned media
  • 23. Understanding the perceived positioning 23 BRAND STAGE GOAL KEY ISSUES WE NEED TO UNDERSTAND Rational Emotional POSITIVE REACTIONS RESPONSE - Reasons to choose CC vs competitors - Shopping experience - Service experience - Reasons for recommendation and prescription - Brand experience - Satisfaction reasons - Why would users recommend Cash Converters BRAND ASSOCIATIONS MEANING - Key advantages perceived by the customer (price, convenience, uniqueness of products, ease, purchase / sale service ...) - Drivers of purchase / sale - Emotional associations - Reasons for generating bonds with the brand SALIENCE IDENTITY - Cash Converters brand perception - Media impact of the brand - Top of Mind (Share of Voice)
  • 25. Understanding the perceived positioning 25 TARGET TECHNIQUE OUTCOME GENERAL AUDIENCE CUSTOMERS CO WORKERS FRANCHISES INTERVIEWS INTERVIEWSSURVEYSMONITORING REVIEWS SURVEYS MONITORING REVIEWS Standardised data about identity, meaning and response
  • 26. Now it’s time to define
  • 27. The basic approach of positioning is not to create something new and different, but to manipulate what’s already up there in the mind. The most difficult part of positioning is selecting that one specific concept to hang your hat on. Successful positioning requires consistency. You must keep at it year after year. Al Ries
  • 28. Possible brand positioning paths 28 We took three possible positioning paths extracted from the analysis stage. Then, we ranked them by giving them values in the four key areas of the brand.
  • 29. How the paths match with the audiences 29 What really matters is their attitudes
  • 30. 30 So we created a positioning based on an attitude The output
  • 31. 31 The output A new claim for the company that is guiding everything they do, both internally (processes) and externally (comms) A brand manifesto with all the key issues that differentiates Cash Converters from the other brands A new tone of voice to be applied to everything the brand does or says A refurbished design style aligned with the new positioning Brand guidelines to drive all the communications Implementation plan to activate the positioning in the communications plan, marketing actions, web, operations…
  • 32. Key learnings 32 The analysis always takes longer than expected Arrange frequent catch ups between agency and client (although not too many of them) 80/20 still works Never miss a line of business Listen to your own employees If it’s not aligned with the brand core meaning, it doesn’t work
  • 33. Barcelona • Brighton • Ciudad de México • Madrid goodrebels.com • @GoodRebels Data. Creativity. Tech.