Re-branding a global B2B organisation.Rob Strachan, VP Global Marketing

Regus case study

Lessons I’ve picked up along the way

Agenda.

A bit about Regus.

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• We give people and businesses the tools to work wherever,

whenever and however they need to

• Our customers:

- Stay agile

- Reduce their risk

- Free up capital to grow their businesses

Click to add section divider title.

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A changing market.

• Research

• A new breed of worker demands:

- More flexibility in how they work

- New types of space

• Work is being re-defined

Issues we faced.

• Brand

• Marketing operating model

• Opportunity

Approach.

• Brand refresh

• We would develop, others would execute

• Deep stakeholder engagement

• Multi agency model

Brand development.

• Process

• Re-discovery

Toolkits.X 12

X 10

X 43

5,160

Global

Executional

Strategic

• Workshop• Brand Strategy• Initial creative framework

• Toolkit development • Copy • Photography

• Global deployment• Localisation • Asset management

• Strategic thinking • Running workshop

• Quick turnaround• High volume

• Global capability

Agency model.Key skillsTasks

Distribution.

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Regus case study

Lessons I’ve picked up along the way

Agenda.

1. Leadership is everything.

Leadership is everything.

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• Create (and keep) momentum

• Engage stakeholders early

• Be honest

• Your job title is irrelevant

• Change reality

• Embrace different styles of leadership

Leading from the front

Leading from behind

2. Show, don’t tell.

A global brand that wins new business &

grows operating profits

A struggling format, mandated from Group

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To achieve that, we had to…

• Completely overhaul the proposition from top to bottom

• Get buy in from sceptical stakeholders

Vienna conference.

In the two years after the conference we:

• Launched in 35 new markets

• Achieved sales uplift of at least 25%

• Tripled revenue

Moto Manchester Airport Milan Airport

3. Decisions are driven by emotion.

Emotion in decision making.

• Don’t build your case on data alone

• Instead, start with this:

4. Thoughts on planning.

Planning.

• Every situation is different

• Be clear about your objectives

• Write the full plan

• What’s your operating model?

• You don’t have to re-brand

6. It’s worth it.

Regus case study

Lessons I’ve picked up along the way

Agenda.