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June 2013 Brand Strategy Overview Prepared for ClickSoftware Tuesday, June 25, 13
June 2013
Brand Strategy OverviewPrepared for ClickSoftware
Tuesday, June 25, 13
June 2013
Our Branding Credentials
msystems Sold to SanDisk for $1.6B
JVP A leading International VC firm
Rapaport World leader in diamond information services
Modu Raised $120m in venture capital
ViaccessOrca Post merger strategic rebranding
Amdocs Strategic repositioning for GSS a $1.2B BU
Kodak - Leaf 3rd to 1st in category brand awareness in 1 year
Camtek Tagline, brand identity and website design
Kenshoo Brand identity and website design
Tufin Brand ID and web. Deloitte & Touche Fast 500 #12 fastest growing company 2011Retalix Strategic rebrandingSCR Strategic rebranding
CREDENTIALS
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Part 2
Branding, An Introduction
June 2013
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Branding, an Introduction
BrandA symbolic construct.
All of the information & expectations associated with a company, product or service.
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Branding, an Introduction
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Why do we need a brand?
Strong brands tell powerful stories that are believed by customers, staff and investors.
Branding, an Introduction
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Why do we need a brand?
Clarifies positioning to your audience and the marketEasy to tell, easy to sellCreates differentiation from the competitionEnsures consistency, for brand building over timeDrives confidence and loyalty from withinFosters emotional attachment, that haloes over the business
Branding, an Introduction
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Branding, an Introduction
Great brands have one thing in common: The ability to align the business behind a singular vision.
“High performance, delivered.” “Think different.”
“Just do it”“Building a smarter planet.”
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When do we need to brand?
New company, new nameEntering new markets / launching new productsTo revitalize a brand identityTo create a coherent storyAfter a period of strategic M&A
Branding, an Introduction
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June 2013
Where is the value in branding?
The strength of the brand is the only differentiator in a world of connected and knowledgeable consumers”
Steve Balmer, President, Microsoft
“
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Where is the value in branding?
Stronger brands tend to: Enjoy stronger revenue growth. Have large, more sustainable gross margins. Exhibit less “systematic” business risk.
As a result, they deliver, bigger more stable cash flows and hence create substantial shareholder value.
Branding, an Introduction
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Where is the value in branding?
The intangible asset calculated in goodwill, brands are worth real equity.
Apple $185B Google $113.6B IBM $112.5B McDonald’s $90.2B Coca-Cola $78.4B
Branding, an Introduction
* WPP 2013 Top 100 Brand Values (Intangible earnings x Brand Contribution x Brand multiple)
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Who are we branding for?
Branding, an Introduction
CUSTOMERSEMPLOYEESREGULATORS
BOARD OFDIRECTORS PROFESSIONAL
ASSOCIATIONS
INDUSTRYEXPERTSINVESTORS
ANALYSTS
MEDIA
COMMUNITYVOLUNTEERS STRATEGIC
ALLIANCESCOMPETITORS
GENERALPUBLIC
DISTRIBUTORS
STAKEHOLDERGROUPS
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What are the underlying layers of a brand?
Branding, an Introduction
Brand Promise
Beliefs and Values
Benefits
Features &
Attributes
What are the human traits and values we identify with?
What are the key benefits we bring to our audience?
What are the attributes of our company/products that enable us to do this?
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The brand aligned organization:
Branding, an Introduction
FINANCE
OPERATIONS
HUMAN RESOURCES
MARKETING BRAND
ORGANIZATIONALSTRATEGY BRAND ORGANIZATIONAL
STRATEGY
FINANCE
OPERATIONS
HUMAN RESOURCES
MARKETING
Before After
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Global brands / Brand systems
Branding, an Introduction
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June 2013
Branding, an Introduction
Global brands / Brand systems
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June 2013
Part 3
Case Study: Retalix
June 2013
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Background
Sweeping changes in business strategy, management and investors sent Retalix searching for ways to tell the company’s story strongly and consistently through a brand strategy and identity design project.
Case Study, Retalix
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Case Study, Retalix
Corporate and product overview
Corporate, product & competitor overview prepared and emailed
Israeli based management interviews
Extensive overview & discussion of business strategy, business challenges, organizational structure
United States based management interviews
Finalized competitor list for competitor brand audit
Interview insights – marketing team presentation
28 Interviews15 Competitors Audited
Information download
Summary Presentation
Phase 1: Discovery
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Phase 2: Brand strategy
Brand values / attributes / personality development
Mission & Vision Big idea workshop Product sub-brands and review of naming conventions
Brand architecture definition
Brand core / big idea
Values Brand architecture
Case Study, Retalix
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June 2013
Phase 3: Messaging
Corporate messaging and positioning
Tagline Brand promise / boilerplates / Elevator pitch
Verbal brand
Creative brief development
Elevator pitch Creative brief
Case Study, Retalix
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June 2013
Phase 4: Identity / Creative Concept
Creative concept development Logo development Brand identity / color palette / typeface selection / secondary brand language
Visual brand identity development
Management presentation
Case Study, Retalix
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Phase 5: Brand Implementation
Final concept refinement SignageCollateral development
Brand marketing: Online interactive content selectorBrand movie creation
Brand development
Website redesign / alignment
Case Study, Retalix
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Before the branding process
Case Study, Retalix
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Before the branding process
Case Study, Retalix
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The New Brand Idea
Retalix.Retail Future Ready.
Case Study, Retalix
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The Vision
A definition
What the organization wants to become.Forward looking, aspirational, inspirational.
Our Vision
We want to shape the future of retail, enabling business transformation and growth,helping retailers realize their vision.
Case Study, Retalix
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The Mission
A definition
The organizations reason for existing. Usually described in between 7 and 25 words.
Our Mission
To be the partner of choice for the world's leading retailers. Retalix provides the software, services and expertise to enable a differentiated shopping experience, optimize operations and facilitate growth.
Case Study, Retalix
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June 2013
Leadership Pioneersin the retail domain, we create trends and inspire the industry.
Commitment
Working with our customers, we share their challenges, doing whatever it takes to ensure their success
Expertise
30 years of experience in delivering successful solutions for the world's most demanding retailers.
Excellence As professionals we strive for excellence in all that we do
Empowerment
We believe in our employees and support their growth, helping them to realize their full potential. We recognize them as our greatest source of opportunity.
Innovation
Through our ongoing investment in cutting edge thinking and technology, we create and deliver market ready solutions and real business value for our customers.
The Values
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Openness - We encourage ideas and input from those around us, thriving on interaction with the world at large.
Creativity - We accept ideas beyond our immediate comfort zone and seek to leverage disruptive solutions from outside our industry.
Passion - We go above and beyond what is needed, approaching our work in an enthusiastic and spirited manner.
Dedication - We work diligently, overcoming difficulties and obstacles with a singular focus.
Focus - We are dedicated experts, ensuring relevance and value in all we do.
Responsiveness - We are aware of and attentive to each other, our clients and our business partners.
Brand PersonalityBrand attributes are used internally to help shape communications and serve as a platform for creating additional dimensions of the brand.
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Organizational Roll-Out
New brand run through senior management and HR before implementation.
New mission, vision and creative posted throughout all offices in order to be top of mind with employees.
Launched to customers and partners in global synergy events.
Case Study, Retalix
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Project Success
Case Study, Retalix
“By providing a holistic approach, Designit has become a trusted business and creative partner delivering different brand strategies and practices and a fresh, recognizable visual perspective, the expression of what can help us achieve the desired market perception”.
Ruthie Weitz Leopold, Director of Product Marketing
“Our brand perception has improved significantly both internally and externally”.
Oren Betzaleli, CMO
Sold to NCR, $650 million
“We prefer to maintain the new Retalix brand over the NCR brand”.
Shuky Sheffer, CEO
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Thank you!
Roy Yogev, Managing Partner, Designit [email protected]
Contact
Tuesday, June 25, 13
