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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
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ترحيب Welcome
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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.
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Some of our clients
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Reasons for rebranding?
Complete repositioning
Merger or acquisition
Creating a brand from scratch
Brand reputation
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Rebranding assumptions 5
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The marketing team will manage the rebrand
#1
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Brand ambassadors: C-suite
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Total brand guardianship: all stakeholders
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Rebranding is all about the logo
#2
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Brand Culture and Engagement
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Brand Environment
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Customer Experience
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We need to focus on the brand design first
#3
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Most rebrands follow this pattern…
Strategy Brand concept
Design Development
Guidelines Implementation (TBC)
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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.
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1:20
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We have everything we need to manage the rebrand in-house
#4
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7 years
...on average once every seven years a brand change takes place
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Marketing Week, January 2013
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Our branding project has finished ...time to move onto
something else
#5
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Keep managing the brand
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Maintaining the brand
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How do you apply a new brand identity?
So...
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Create the business case for change
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Determine the costs
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Start building an implementation masterplan
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To summarise
So...
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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
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Are there any questions you’d like to ask?
Q&A
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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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