Corporate Brand Strategy development including Brand Architecture based on a modified David Aaker model. Includes value proposition and brand position development.
Confidential & Proprietary 1 Remy Inc. Brand Strategy Identifying and Delivering the Brand Promise External Version 1.O 8-4-17
Transcript
1. Remy Inc. Brand StrategyIdentifying and Delivering the Brand
Promise
External Version 1.O
8-4-17
2. It is not necessary to change. Survival is not mandatory.
~W. Edwards Deming
3. Agenda
Part One: Identifying the Remy Inc. Brand and Promise
Vision
Mission
Strategic Intent
Brand Architecture
Value Proposition
Brand position/promise
Decision
Part Two: Process to Drive Message Consistency
4. Problem Statement:
Confusion Erodes Brand Equity and Value.
Fortune contends a 1 point change in a companys reputation rating
scale = $107MM in total market value (average worlds Most Admired
Companies)
The Economist Intelligence Unit contends that brand/corporate
reputation is the single most important risk category
The current Remy Inc. brand position/message is fragmented and
non-differentiated, creating confusion with internal and external
audiences.
Problem Statement
5. Vision To be a leading global manufacturer of customer
preferred rotating electric systems by leveraging a culture of
innovation and customer intimacy.
Remy Inc. Vision Statement
Current Vision Statement:
Remy International Inc. will provide superior value as a global
supplier of transportation rotation electronic products featuring
innovative eco-friendly technologies. We will build strong
partnerships with our customers and other stakeholders, and we will
deliver on our commitments with flawless execution, and will be
recognized for our industry leadership.
6. Current: No Mission Statement Communicated
Remy International is in the rotating electrics business.
Remy Inc. Mission Statement
Mission: to start, charge and power
7. Remy Inc. Strategic Intent
Current: No Strategic Intent Communicated
Capture LD applications with key global OEMs
Grow Hyundai share globally
Regain GMNA position, maintain ROW share
Build technical relationship at VW secure global platforms
Expand commercial vehicle reach globally
Maintain strong share with new products
Grow share in China
Earn fair share of aftermarket globally
Build Substantial Hybrid Business
Become Global Leader for Commercial Vehicle Applications
Secure high volume LD program in each region
Capture emerging specialty vehicle market share in N. America
The Strategic Intent is the roadmap that connects the Mission to
the Vision and answers the question how do we win?
Remy Inc. Strategic Intent
8. Remy Inc. Brand Architecture
A Set of Core Values/Strengths That Unites All Remy Inc.
Brands
New
Old
Delco Remy
REM
Delco Remy
Brand
Architecture
REM
REMY
REMY
The current Remy Inc. brand position/message is fragmented and
non-differentiated, creating confusion with internal and external
audiences.
9. Remy Inc. Brand Architecture (Aaker-Monda Model)
Brand Architecture is the Compass for All Remy Initiatives
Brand as
Symbol
Brand as Product
Instills confidence
Quality
Leader
(market and innovation)
Durability
Simplicity
CoreStrengths
Endurance
Bold
Reliable
Believable
brand equity
Efficiency focused
engineering
Rugged
Efficient
Continually
delivering on
100 yr heritage
Power density
Powerful
DNA
Powerful Relationships
Practical
Logical
Right product, time and value
Strategic
Process driven
No frills
Knowledgeable
Disciplined
Do what we say, say what we do
Transparent
Trustworthy
Strict cost containment
Driven
DNA and Core Strengths are Immutable!
Win-win relationships
Execution
Intelligent service
Integrity
Solutions provider
Brand as Organization
Brand as
Person
10. Value Proposition (Remy Inc.)
Focus: singular - rotating electrics.
Offering: Innovative, powerful, efficient rotating electrics from a
disciplined, knowledgeable and trusted partner.
Design: A laser focus on technology, efficiency and total cost of
ownership delivering leading, practical, intelligently designed
products.
Relationships: Customer intimate relationships valued as powerful
and strategic, recognized a point of superiority.
Support: Anticipating customer needs with superior, differentiated,
proactive support throughout all distribution channels. A trusted
advisor. Recognized as a point of superiority.
Message Development
A value proposition should connect on functional and emotional
levels.