1 group marketing. numerous logos the cloverleaf has only been around in use for around 40 years and...

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Group Marketing

Numerous logos

The cloverleaf has only been around in use for around 40 years and we don’t even always use it

The High Street - Pre rebranding project

Brand Components

Brand components

Consistent quality A co-operative business gives its customers good quality products and a great service at a fair price, wherever and whenever they use it

Trustworthy A co-operative business is honest, open and fair with its customers, behaving with integrity at all times and being expert and accountable at what is does

Rewarding experience

A co-operative business offers a welcoming, pleasing and rewarding experience. It does something worthwhile with its profits, leaving customers feeling they’ve done well by both themselves and others

Community A co-operative business builds a close relationship with its customers by being there for them, reflecting their needs, and contributing to their communities

Championing A co-operative business makes things better for its customers by creating, pioneering and implementing innovative and socially-responsible ideas that lead the industry

Our brand offers a coherent message across all our businesses. There are five components that make up the DNA of our brand vision:

The Co-operative brand strategy

Consistent across businesses

• Virgin

Brand identity

Brand identity

Consistent Quality - A unified brand

Consistent Quality – communications

• Logo positioning

• Type style

• Type alignment

• Use of honest, simple, straightforward photography

Four key principles

Community and Championing -The Ethical Operating Plan

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Encompassing all our social goals

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Key elements:

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OF THE PEOPLE, FOR THE PEOPLE• Puts the focus on the individuals• Chimes with the people-centred approaches being employed by

the group businessesPLAYS TO OUR STRENGTHS• Uses our heritage, but is future-facing• Uses local credentials, and global scaleDISTINCTIVE AND OWNABLE• Not just another friendly corporate plan• Only The Co-operative could do this

Join the Revolution Brand campaign

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Join the Revolution Brand campaign

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Join the Revolution Brand campaign

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Join the Revolution Brand campaign

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Film to be played

Rewarding through membership

2005

2006

2007

2008

2009

2010

0.8

1.9

2.1

2.5

2.9

5.4

Share of profit £7 million(1.4p per £1)

Share of profit £70 million(2p per £1)

Our scheme has grown massively, and the rewards are better now...

Membership among customers

• Annual customers and cardholders

29M 29M customerscustomers29M 29M customerscustomers

19M 19M customerscustomers19M 19M customerscustomers

30.7M 30.7M customerscustomers30.7M 30.7M customerscustomers

13.4M 13.4M customercustomerss

13.4M 13.4M customercustomerss29.4M 29.4M

cardholderscardholders29.4M 29.4M cardholderscardholders

22.4M 22.4M cardholderscardholders22.4M 22.4M cardholderscardholders

23.2M 23.2M cardholderscardholders23.2M 23.2M cardholderscardholders 6.5M 6.5M

cardholdercardholderss

6.5M 6.5M cardholdercardholderss

Tesco Clubcard

Sainsbury’s/Nectar

Boots Advantage

The Co-operative membership

Members cross-trading

Only food

2.7m

Only other56k

Only bank1.3m

The vast majority still trade with just one business.

25% cross-trade withone other business

3.2% trade with morethan two businesses.

3.23.2%%

25%

Consumer views on loyalty and membership

25%

Summary• Membership isn’t easily understood

Feeling rewarding is important

Our scheme needs explaining

Loyalty isn’t always convenient

Even among members