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Bohemia AmsterdamFramesB2B Strategy Case
PropositionBohemia: Marco de Boer, Kyra Roest Client: Léon van Bossum, Kristine de Wilde
Frames
Bohemia Amsterdam
Situation Frames is a global provider of high quality custom-made oil and gas systems & solutions. They handle everything between well and pipeline and service most major oil & gas companies. With 16 offices worldwide they have grown to be a significant player in their industry in a relatively short time. Over the years that they have grown they added several divisions from Process Systems and Flow Control & Safeguarding to Heat Exchange and Separation Technologies.
FramesB2B Strategy Case
Bohemia Amsterdam
Assignment Develop a clear proposition and bind all Frames divisions together.
FramesB2B Strategy Case
Bohemia Amsterdam
Steps Desktop Research & Interviews Goal setting workshop with Strategic Team Positioning workshops with general managers of business units
Conclusions • Core Values • Brand Essence • Vision, Mission & Ambition • Proposition Pay-off Enroll
FramesB2B Strategy Case
Bohemia Amsterdam
Desktop Research & Interviews Bohemia Amsterdam read all available Frames’ documentation, visited Frames’ locations and interviewed some key Frames employees.
While researching competitors and their positioning, BA mapped the jargon in the field of oil & gas production.
FramesB2B Strategy Case
Bohemia Amsterdam
Goal Setting Workshop In one workshop with the Strategic Team, BA set up the scope of the assignment
FramesB2B Strategy Case
Bohemia Amsterdam
Positioning Workshops In four workshops with general managers of Frames’ business units, the Bohemian team drew the companies brand essence, the vision, mission and ambition, and the proposition.
Using: • Brand Quadrant • Core Value Selection Method • Brand House
FramesB2B Strategy Case
Bohemia AmsterdamFramesB2B Strategy Case
Brand Quadrant
Brand Quadrant Bohemia AmsterdamFrames
Function
Differentiators Source Of Authority
Image
Frames Perspective
Client Perspective
Know-How
Brand Quadrant
Brand Quadrant Bohemia AmsterdamFrames
Function
Differentiators Source Of Authority
Image
Frames Perspective
Client Perspective
Know-How
Bohemia AmsterdamFramesB2B Strategy Case
Core Value Selection Method
Core Values Bohemia AmsterdamFrames
InvolvedCommitedPart ofImmersedCommunalInterestedCollaborativeConnectedImplicatedAffectedRequired
DrivenMotivatedAimed atGoal OrientedGuidedPassionateDetermined(Mind) setMoving forwardTaken actionOn track
SharpCutting-edgePreciseAccurateKeenInsightfulRenetratingDecisivePerfectionistStraigthOpinionated
ReliableSecuredTrustworthyStrongHonestConsistentTangibleRelatedOrganisedSmoothReputated
TogetherCommunalPart ofCollaborativeTeam-orientedOrganisedEverythingEqualAchivedFamilialBound
Bohemia AmsterdamFramesB2B Strategy Case
Differentiator Value
Aspiration Value
Anchor Value
Brand House
Committed
Strategy Model Bohemia AmsterdamBrand House
Brand Essence
“a familyof oil & gas solutions”
Together
Reliable
Driven
Sharp
Differentiator Value
Aspiration Value
Anchor Value
Brand HouseCommitted
Brand House Bohemia AmsterdamFrames
Brand Essence
“a familyof oil & gas solutions”
Together
Reliable
Driven
Sharp
Bohemia Amsterdam
Vision, Mission, Etc. Together with Frames managers we defined the vision, mission and ambition, and the proposition in the last workshops.
Bohemia Amsterdam is a fan of keeping things simple. Therefore we used the following easy-to-explain approach for these subjects.
FramesB2B Strategy Case
Bohemia Amsterdam
VMA Vision: how you see the market you’re in. Mission: how you want to make a difference. Ambition: how ‘big’ you want to become.
Proposition Promise: what you want to deliver to your clients. Proof: how you can proof your promise.
FramesB2B Strategy Case
Bohemia Amsterdam
Tag Line The new tag line (pay-off) has to: • communicate unity • improve cross-sell • stand out in the market • carry the brand essence
Note: a tag line conveys the most important product attribute or benefit that the advertiser wishes to convey.
FramesB2B Strategy Case
togeherteamgroupseries
field of expertise
improvementknow-howcomitted
Bohemia Amsterdam
New Wind A Family of Oil & Gas Solutions resulted in one corporate identity, one corporate presentation for all units, five brochures based on categories like Gas and Flow Control & Safeguarding instead of several product brochures per business unit.
Check out our other Slideshare presentation Frames Corporate ID for more visuals.
FramesB2B Strategy Case
Copyright © Bohemia Amsterdam 2015All aspects of this presentation – design, text, graphics, concepts, ao – are copyright Bohemia Amsterdam and it’s affiliates or content and technology providers.
Bohemia Amsterdam Generaal Vetterstraat 72-a 1059BW Amsterdam The Netherlands
+31 [0]20 42 33 555 bohemiaamsterdam.com
Just be yourself. For more information: Hugo Kalf [email protected]
