Corporate Identity.ppt

8/10/2019 Corporate Identity.ppt

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randeur

corporate identity

presentation

November 6, 2006


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deliverable.

roadmap

macro overview (contemporary relevance)

micro overview (motivational framework)

competitive assessment .

strategic positioning development

creative brief

POA


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to develop a

-> vision - guided

-> client - relevant

-> competition - distinctive

&

-> communications - actionable

Corporate Identity for the New Entity

to serve its family of propositions within the various real estate segment

(office complexes, IT parks, SEZs, malls, apartments, townships, mixed developments)

through an understanding of its competence, as well as opportunity within the category

strategize and develop an optimal creative template,

such as applications on nomenclature development,

design architecture such as logo, tagline, imagery, color template;

to serve as guidelines for developing thematic campaignas well as packaging systems and point of purchase materials

DELIVERABLE


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developing actionable positioning and creative template

will call for the understanding and articulation of :

-> the original, contemporary and future-forward vision

guiding the development and evolution of the new entity;

- the overarching motivational drivers in these business categories & consequent need gaps;

- the market perceived positioningof major players in these categories;

- potential market perception and idealized positioningof the new entity

-> the unifying elements of this identity must propose a distinctive competence,

identifying the range and parameters of its inherent skills,

preserving, reinforcing, refreshing and highlighting its core values & equities

so that we can also lay the groundwork and pathways for category leadership

as well as future credible propositions within the category

DELIVERABLE


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corporate, trademark & brand identity

role in the branding system.

there is a hierarchy to the impact on consumer perceptions :at the corporate level, the identity (ITC)

connects the franchise to a parent entity

-> provides mark of familiarity

-> signals corporate values

-> triggers corporate heritage

-> extends corporate resources and innovation

-> reassures consumers of quality standards

-> connects to broad categories


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corporate, trademark & brand identity

role in the branding system.

there is a hierarchy to the impact on consumer perceptions :

at the brand level, the identity (Jaisalmer)

communicates a singular, specific brand/product proposition.

-> defines the range & parameters for a proposition-> shares skills and distinctive competence across

diverse varieties, flavors, services -> line extensions

-> extends skills to new varieties, flavors and line extensions

-> can extend skills to entry into a related new businesses :

resulting in the development of a trademark

at the trademark level, the identity (Wills)

connects franchise to a brand family across affiliated businesses

sharing a broadly-defined trademark/product proposition.

-> defines the range and parameters of competence

-> shares skills & distinctive competence across businesses

-> extends skills to new entries in current businesses

-> extends skills to entry into related new businesses


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corporate identity audit & development will call for

the development of and understanding and articulation of

-> the original, contemporary and future-forward vision

guiding the development and evolution of Grandeur;

-> the role and significance of Grandeuras a corporate identity,

vs. a trademark across businesses, and a functional brand identity

-> the values, imagery and mindset communicated by Grandeur corporate identity

as perceived by diverse client and prospect base and key industry influencers

-> the unifying elements of this identity that propose a distinctive competence,

identifying the range and parameters of its inherent skills,preserving, reinforcing, refreshing and highlighting its core values & equities

so that we can also lay the groundwork and pathways for category leadership

as well as future credible Grandeur propositions within the category

-> the communications values and equities of key associative assets,

including nomenclature, taglines & visual architecture,as well as any executional implications for the presentation and rendering of these

project specific

deliverables


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it is important to note that this proposed project designdoes not seek to replicateexisting knowledge Grandeur

may have previously gathered about their client base or business.

analysis and reportage undertaken by us would seek to use

prior learning as a foundation for developing strategic insights

and developing new ways of thinking about the Grandeur corporate brand.

the team presumes the availability of and access to

all relevant previous workto avoid any redundancy.

information needs identify our curiosities

in two principal arenas:

-> the brand perspective

-> the communications perspective

please also note that the questions laid out in this section

represent our curiosities and interests

as they pertain to the objectives for this projectand not a discussion guide for customer contact.

information needs :


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the brand dimension.

-> What is the relationship of influencers, clients and prospects with the Grandeur brand ?

-> who and what do they believe Grandeur is ? how does that relate to stakeholder vision ?what is the relative significance and wattage of Grandeur ?

as a corporate identity ? as a trademark ? as a brand ?

- how do they articulate their relationship or affiliation with the brand ?

- what is the perceived profile of a the Grandeur client ? how are they viewed ?

What are key constituencies reaching for when they reach for the Grandeur brand ?

- what are the key elements that comprise the brand proposition ?

emotive ? objective ? sensory ? affiliative ? embedded ?

which are passive, which are dominant traits? recessive or dimmed ?

where, in Grandeur is the beacon? where does it live? what is its domain ?

how do these traits map against other corporate entities Grandeur competes with ?

what are the perceived positions of other key trademarks in the category ?

-> What is the state of the key constituencies relationship with Grandeur today, moving forward ?

where and how do they connect with Grandeur ?functionally ? intellectually ? rationally ? emotionally ?

what is the heritage of Grandeur ?- where is it from ? Where is it going ? how does it fit with today ?

how timely are the values for which the brand stands ?

in what ways is Grandeur Holdings relevant in context of broader category evolution ?

where is the overlap and opportunity? where are the gaps?

what is the basis of the contemporary relevance of this corporate identity ?

what regions of opportunity are appropriate for Grandeur to position itself against in the future ?

- which ones can be claimed ? - what are the inherent advantages ? risks ?


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the brand dimension (cont.)

-> What is Grandeur perceived distinctive competence ?

what are the core vs. developing expertise of Grandeur?in what arenas / categories / skills does it excel? or fall short ?

in which areas is it seen as working to improve its situation ?

what is the range of Grandeur competence ?

what are the parameters as perceived by key constituencies ?

what permissions, flexibilities, extensions are inherent in the brand ?

what areas / categories present appropriate opportunities ? what endeavors do not seem to fit ?

what opportunities are not available ? what doors seem closed ?

what is the value in Grandeur from the client perspective ? how can that be leveraged ?


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thecommunications perspective.

-> How does the influencer / client / prospect recognize Grandeur?

what is the strength and wattage of the Grandeur name ?

what are the visual equities ?

is there a visual architecture in Grandeur? if so, what are its components ?

which elements can make something uniquely Grandeur Holdings and not something else ?

what styles, typefaces, logos, architectural elements feel proprietary to the franchise ?

what role does the logo play? what are equities of the various colors for the brand ?

what do they signal ? symbolize ? capture ? activate ? contribute ?

What are the associative assets of the Grandeur brand ? What communication equities resonate ?

what does each associative asset contribute to the brand image ?

how do these represent (or not) the values of the brand proposition ?

-> In what ways have current communication efforts contributed to the brand image ?

how does the customer interpret the message of Grandeur communication efforts ?what communications equities are getting reinforced ?

what is the communicated distinctive competence ?

what is the perceived ideal positioning or platform ?

how does the customer respond to it ?

where is the intended appeal ? relevance ? involvement ?

has it fully leveraged the equities and opportunities presented by the brand ?

what permissions does the consumer extend to the franchise based upon communication efforts ?

in what ways are communication efforts impacting positive and negative perceptions of Grandeur?


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the communications perspective (cont.)

-> How does the customers perception of the Grandeur communications

efforts fit with intended marketplace positioning ?

how does it work against competitive positions ?

how do they perceive competitive positions based on communication ?

what are they noticing out there ? what are they responding to ?

what ideas are they finding themselves drawn to ?

-> What regions of opportunity are appropriate for Grandeur to position itself against in the future?

what communication equities exist and are leverable for future Grandeur communications ?

which ones can be claimed ? what are the inherent advantages ? risks ?

what is missing today ? what are the untapped areas ?

what strategic and tactical equities exist in other arenas of communications ?

what is the role of communication to this franchise in the future ?


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deliverable.

roadmap





creative brief

POA


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a multidimensional approach that integrates perceptions

of stakeholder, key management, partner, influencer & client constituencies.and a varied mix of listening approaches will yield

the most complete learning for the Grandeur Corporate brand.

3 different types of constituencies are recommended :

1. visionkeepers *

visionkeepers top management at Grandeur and also includes business and strategic partnerships

2. key influencers*

key observers / editors / thought leaders in media / alcohol communities

3. clients* & prospects* current loyal clients

current fringe clients

trier - rejecters (key clients who have worked with the company earlier, but not now)

aware non - triers (key prospects who have never worked with the group)

* Note : management, influencers, clients & prospects to be selected with Grandeur upon approval

roadmap . constituencies


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1. visionkeepers IDIs

90 minute in-depth interviews with key stakeholders at Grandeur

to review the original guiding vision as well as understand

the current problems & opportunities and future business strategies.

3. influencer IDIs.

90 minute in-depth interviews with key editors and observers

holding significant influence over imagery in the public domain

aimed at getting insight into their perceptions and observations about Grandeur.

4. client and prospect IDIs. 90 minute in-depth interviews with key clients, trier rejecters and aware non-triers

to understand the inner workings and motivational core of the client base,

focusing on the Grandeur identity as well as relevant competitive entities.

In some of these IDIs we would conduct a structured exploration of branding tactics

with an eye to isolating visual or communication equities.

* Note : wherever possible we might conduct client IDIs as diads / triads of like minded clients

roadmap . contact tools. Phase I.


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-> immediately following the presentation of Phase I findings,

Grandeur / Serum creative team will work together

at a two day offsite session to apply

the learnings from the brand audit

towards developing a comprehensive

brand platform for the Grandeur corporate brand

building on learning from phase I, the team will

verbally and visually explore multiple regions of opportunity

based on the organic, idealized positions identified in the presentation

to articulate the strategic brand platform for Grandeur

that captures the Grandeur brand essence, personality & core values

tactics.

two day offsite session

Grandeur / Serum creative team working together

creative evocation, strategizing and focus on Grandeur corporate brand

location TBD location and travel costs tbd

roadmap . Phase II.


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deliverable.

roadmap





creative brief

POA


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Socio-Cultural Factors

1. Young country,increased life expectancy

2. Busy lifestyle; Selective social circles

3. Nuclear families or living with parents

4. Desire for active lifestyle; adopting

western living / standards5. Improving quality of life

> Desire for self-sufficient communities

> Emphasis on safety & convenience

Technological Factors

1. Introduction of new technologies indesign process & projectmanagement

2. Customer desire for built in technologiesfor ease / comfort / convenience

3. Importing / Replicating foreigntechnologies in the developments

4. Preference for customized services

Economic Factors

1. Economy is experiencing promising

growth across industries; servicesector & business segments booming

2. Rising income levels; wiling to pay forpremium services

3. Increasing propensity to spend; ease ofcredit availability

Political / Legal Factors

1. Stable govt & favorable laws for industry

- increasing govt. expenditure in industry

2. Tax breaks for home-owners

3. Restrictions for foreign firm participation

4. Govt. initiatives in specific segments ofreal estate development ~ low cost

housing

Evolving Macro Environment Factors


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Industry: Real Estate Development Boundary

Real Estate Developments Upper Middle Class SegmentsHigh End / High Quality

Residential / Commercial / Malls / SEZs

Structure: Concentration: No dominant players; Few Major Players /Many disaggregated players Economies of Scale: Slow Progress towards improved systems

/processes; Technology influences

Service Differentiation: Limited real or observed differentiation Barriers To Entry: Medium; tangible & intangible barriers

Competition: Other Real Estate Developers (Small & Established) Independent Contractors

Smaller / Focused and New developers entering the market

Evolving Industry


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Stable Dynamic

Complex

Simple

Difficult to handle,

but little change

Predictable Fast moving, but

Predictable

Uncertain / High Risk

/ Unpredictable

Real Estate Devp

Real Estate Industry

Dynamic & Com plex

high growth across the sectors

residential segment & commercial developmentsinstigated boom

SEZs & malls appear to be the latest thrust continuous growth expected in new segments

Evolving Industry


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overview

Opportunity in the Market

Changing trends in Social / Cultural Lifestyle

Shortage of living space within metros / urban centers

Limited quality developments Poor service provisioning pre & post purchase

Lack of transparency / accountability of product or associatedservices

Increasing cost of real estate & developments

Lack of comprehensive customization; Absent customer care


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owner build on land

contractors

positioning insight 1 :

category evolution

real estate developers


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deliverable.

roadmap





creative brief

POA


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Products and brands in any category

work together to deliver on consumer motivations.

In most established product categories,

there are three distinct types of motivations:

-> needs :

basic, essential, fundamental motivations;addressed through mostly rational decision making.

-> wants :

tradeoffs reaching for more than sustenance,

balancing emotional drive with rational decisions.

-> desires :

driven by emotions to reach for

fulfillment of dreams and aspirations,

with little rational decisionmaking.

motivations

i i i l k


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Since we tend to serve needs first,

product categories tend to, for the longest time after emergence...

Examples : family sedans, household detergents,

even apparel staples.

emotional drive

desires

wants

needs

rational

decisionmaking

motivations : typical skew


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Motivational Framework

Needs

- shelter

- safety / security

- Convenience

- good value

- capital preservation

Wants

- privacy / independence / freedom- infrastructure provisions

- investment opportunity / store of value

- location

- maintenance expectations

- comfort

Needs

- Servicing of operational requirements

- safety / security

- Location- Good value

- capital preservation

Wants

- high operating yield- infrastructure provisions

- capital appreciation

- Ancillary services

- maintenance expectations

- comfort

- Legal ease

Personal Institutional


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Desires

service quality / amenities

pride in ownershiplifestyle aspirations

belonging / social peer

exhibit social strata / social acceptance

attractive appearances / comfortable living

catering to individual tastes / preferences

expression of individuality ~ values / commitment

quality of service post purchase

ease of buying experience / transparency

social responsibility

Desires

pride in ownership

leverage & tax shelterportfolio diversification

attractive and appealing look and feel

servicing of clients needs

responsiveness

Motivational Framework


ti ti i i ht 2


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emotional drive

desires

wants

needs

rational decisionmaking

motivations insight 2 :

emotional evolution

real estate in India has in fact

undergone a category evolution

In the sense that more emotional

motivations are starting to emerge;

there are several motivations in thetrade-off zone of wants,

and a whole level of desires

are quite developed

(the question is whethercompetitor communications

is recognizing and responding

to this new consumer)

emotional drive

desires

wants

needs

rational decisionmaking


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-> 1. the transaction pyramid

Traditionally, and on advent of the real estate category,

The primary motivations for speculators, as well as many consumers

stopped at motivations that revolved around transactional value

-> 2. the relationship pyramid

.more and more consumers are seeking

a relationship that transcends transaction,

and is built around a more lasting promise

transaction pyramid

relationship pyramid


involvement evolution


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motivations at relationship pyramid

Wantsprivacy / independence/ freedom

investment opportunity / store of value

comfort

Needs

shelter

Wants

High operating yield

MaintenanceComfort

Needs Servicing of operational requirements

Safety / security

Desires

service quality / amenitiespride in ownership




individuality ~ values / commitmentquality of service post purchase


Desires

pride in ownership



responsiveness



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deliverable.

roadmap





creative brief

POA


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corporate outlook

development focused

nationalistic pride customer-oriented

leverage contemporary lifestyle

trendsetter distinctive & quality-oriented

niche-focused


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quality orientation

mammoth, globally competitive

integrative developments

focused

corporate mass-oriented


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global orientation / global standards

socially conscious

experienced and growth-focused pioneering excellence / challenging

creativity

cutting edge / state-of-the-art value for money


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quality focused

operationally effective

high standards / ethics & integrity

international ratings & certification

niche market leadership

emergent player

relationship-based


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quality & aesthetics

established with heritage / lineage

contemporary

innovation

professional / methodical / operationallyeffective

help realize dreams

creation of value / enhancement of value

luxury & high value developments

geographic niche focused ~ Greater Mumbai


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social commitment to communities

depth of experience

strategic vision pioneers ~ history of firsts

customer focused / detail oriented

high-value lifestyle inherent quality

niche focused ~ geographic & verticals


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established / experienced

geographic diversity

urban niche in verticals

spectrum of activities / industries


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Ayala Land

life / human / personal

established / experienced / corporate

high-end & middle market focused residential & commercial niches

quality conscious / integrity of work

value creation / value enhancement

customer orientation / commitment


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established private enterprise

balanced & sustainable communities

high quality developments spectrum of services (real estate related)

geographic niche focused

customer satisfaction oriented


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geographic leader in real estate

niched

value enhancer

quality focused / excellence & integrity

new & emergent player

environmental & socially conscious

service leader evolution & advancement


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geographic niche

diverse markets premiere builder of entry level

semi-custom homes

customer satisfaction


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global standards

diverse key business centers

leadership

client focused; client success

geographic diversity; international

proven

innovation & practical / pragmatic result-oriented


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established / heritage

business expertise

industry leader global operations

worldwide experience

professionalism

construction focused ~ niched


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global platform

end to end solutions provider segment leader



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established / heritage / lineage

pan-India; geographic expansion

portfolio of developments ~ experienced /proven

niche-focused ~ geographic / strategic business

cost-effective; low-income developments contemporary style / modern / futuristic

redefining lifestyle; youthful; solutions

relationship & trust, reliability, professionalism


ubiquitous, mostly needs oriented

rational messaging



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Most of the current messaging is built

around transaction :

consists of motivations that are

fundamental to speculative propositions :

a very precious few competitors are

speaking about

brand values and assurances about

more than transaction with the entity;a permanent, long term relationshiptransaction pyramid

relationship pyramid


lack of promise of deeper involvement

motivations at transaction pyramid


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motivations at transaction pyramid

Wants

infrastructure provisions

location

maintenance expectations

Needs

safety / security

convenience

good value

capital preservation

Wants

infrastructure provisions

- capital appreciation

- Ancillary services

- Legal ease

Needs safety / security

Location Good value

capital preservation

Desires

lifestyle aspirations

catering to individual tastes / preferences

expression of individuality ~ values / commitment

ease of buying experience / transparency

Desires

leverage & tax shelter

portfolio diversification



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Wantsprivacy / independence/ freedom

investment opportunity / store of value

comfort

Needs

shelter

Wants

High operating yield

MaintenanceComfort

Needs Servicing of operational requirements

Safety / security

Desires

service quality / amenitiespride in ownership




individuality ~ values / commitmentquality of service post purchase


Desires

pride in ownership



responsiveness


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deliverable.

roadmap





creative brief

POA


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idealized positioning


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LIFESPACES

contemporary,urban landscape

peer group

easy, accessible

receptiveempathy, partnership

service reliability

hospitality mindset

human centric

taken care of

quality value-add products and servicesfuture forward

techno driven

professional, accountable

lightning fast

category innovators

global benchmark

global but locallife & community

idealized positioning

warmth and humanity

response and efficiency

evolved competence for new consumer

communic tions objective


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introduce the company to the larger prospect base

as a contemporary global real estate company

with an evolved competence -

a new vision and philosophy

that anticipates the changing marketplace

and responds to consumers evolving needs;

positioning it appropriately as an alternative

to more traditional and conservative entities.

creative deliverable.

create a proprietary branding system for Alpha thatis focused upon lasting relationship with the consumer,

beyond transactional value, stemming from

what is really valuable to them :

-> life and community

-> warmth and humanity

-> responsiveness and efficiency

consumer benefit


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supporting evidence :

-> unlike other Indian companies, we put ourselves rigorously through established global

standards of product and service quality

-> high degree of corporate professionalism and transparencycompletely missing inthe Indian real estate industry

-> global track record in highest level of products and services in hospitality

-> established understanding of the global contemporary cosmopolitanlifestyle

-> an enviable track record of creating value

that has won us a high level of respect and trust within the trade community

-> a broad menu of value add products and servicesdesigned to support your evolving needs, based upon

different motivations, lifestyle and life-stage requirements

-> multiple channelsthat :

respondto immediate needs in the moment of action

-> state-of-the-art technologyto provide anytime services

which are designed with a human faceto be user-friendly

We represent an alternative model to traditional real estate companies

that combines the best of professionalism and technology with

a high concern for more real, and longer lasting human needs


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prim ry pplic tions


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establishment of a consistent graphic identity

and visual vocabulary

for the brand across all media :

corporate communications : business cards, letterheads, etc.

consumer advertising : broadcast media, print and outdoor environmental : interior/exterior signage and trademark locations

virtual : web interface and information

product collateral and packaging : direct mail materials

creative template


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nomenclature

nomenclature


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style. -> contemporary, savvy and cosmopolitan

-> corporate and professional-> high tech but accessibly human

pace. -> upbeat, excited sense of optimism

-> fast-moving, energized, on the move

-> interactive, social, surrounded by activity

-> cutting edge, future forward-> fresh, bright, invigorating

voice. -> revolutionary, a new way, progressive

-> personal, one-to-one, responsive feel

-> warm/ caring/ human

-> un-bureaucratic / open / user friendly-> rich with possibility

-> intelligent, savvy, in-the-know

-> inviting, welcoming,

-> connected, empathetic, global

-> anticipation and inspiration

nomenclature

nomenclature


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acropolisapex

argo

aria

aurorabreia

celeste

cosimo

Echelonepoch

gardenia

halcyon

nomenclature

ioniametris

metropolis

soleil

solsticeSpire

ultima

Ultra

Vertex

vesta

Visuvio.


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visual branding


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COLOR considerations.

-> blue = optimism evolved competence

-> green : life and community, financial success-> yellow : warmth and humanity

-> steel grey or silver / reflective surfaces`: efficiency and response

LOGO considerations.

consider a logo as some sort of histogram incorporating our four continuums :

-> evolved competence

-> life and community

-> warmth and humanity

-> response and efficiency

TAGLINE considerations.

-> must speak directly to lifespaces,-> must be built around the 4 pillars

-> must be broad, to stay valid for all areas of business :

apartments, townships, office, shopping, SEZ, IT parks, mixed developments

visual branding


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visual branding


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visual branding


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visual branding


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visual branding


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visual branding


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visual branding executions


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creative template


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communications


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communications


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communications


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communications


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communications


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Corporate Identity.ppt

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