Navigating the complexity of rebranding – creating a successful implementation plan
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Transcript of Navigating the complexity of rebranding – creating a successful implementation plan
Date 02/06/2014 Prepared for Transform MENA
www.endpoint.co.uk
Transform your brand vision into a better brand experience
Page 2 Tony Lorenz Strategy & Development Director, Endpoint
– Over 25 years experience on both client and agency side
– Worked in sectors including hospitality, retail, professional services and banking
– Worked for brands including Mövenpick, Eurostar, Ernst & Young, Fitness First and HP
Page 4
About us
A specialist team of brand implementation consultants, project managers, design managers and touchpoint experts
A vision: to make brand flourish in the real world Three offices: London, Dubai, Doha A common goal: transforming brand identity and guidelines
into something tangible that people can see, touch and experience.
Page 6
Reasons for rebranding?
Complete repositioning
Merger or acquisition
Creating a brand from scratch
Brand reputation
Page 16
Most rebrands follow this pattern…
Strategy Brand concept
Design Development
Guidelines Implementation (TBC)
Page 17
The magic and the logic
‘Magic’ (the emotion) Endpoint partner clients’ and agencies to ensure brand imagination is realised to create impactful brand experiences. ‘Logic’ (the rational) Endpoint plans & manages the physical brand implementation journey, guiding clients through the complex logistics.
Page 31
Summary
– Plan early
– Strategy, Design, Implementation considered as one
– Visual, Organisational and Financial effect of brand change
– Brand implementation masterplan
– Something you can take to the C-suite
Page 33
Thank You
“If you don’t know where you’re going, how do you know when you get there?”
Steve Maraboli: Life, the Truth and Being Free
© Endpoint. This document and the material contained in it is the property of Endpoint and is given to you on the understanding that such material and the ideas, concepts and proposal expressed in it are the intellectual property of Endpoint and protected by copyright. It is understood that you may a use this material or any part of it for any reason other than the evaluation of the document unless we have entered into a further agreement for its use. The document is provided to you in confidence, on the understanding it is not disclosed to anyone other than those of your employees who need to evaluate it.
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www.endpoint.co.uk
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