cfa brand presentation - 2015

brand live it. breathe it. believe it. !

april 2015

our culturefueled by collaboration, intelligence, creativity and fun

elevating franchise organizationsWe are a full service branding and

marketing communications agency,

specializing in elevating franchise brands.

We have deep experience in transforming

franchise brands and managing results-

based communications.

elevating brands:

elevateequity &

perception of the franchise

elevateunity of

franchisor & franchisee under

one vision

elevatethe distinctiveness

of the brand & the disruption in

the category

elevatethe customers’ connection to the franchise

elevatecustomer loyalty

& affinity

elevatecustomer & franchisee

ambassadorship

elevatefranchisee growth & market position

elevating brands:

elevateunity of

franchisor & franchisee

under one vision

elevating brands:

elevateequity & perception

of the franchise

elevating brands:

elevatethe distinctiveness

of the brand & the disruption in

the category

elevating brands:

elevatethe customers’ connection to the franchise

elevating brands:

elevatecustomer loyalty

& affinity

elevating brands:

elevatecustomer & franchisee

ambassadorship

today’sdiscussion

so, what is a brand?

personality positioning consistency promise value brand.

value proposition - this is what we do

value proposition - this is how you should feel

tofromseparate entities operating

under one brand nameunited force under one brand, led by a purpose

it’s about what you do it’s about the impact you haveinconsistencies in brand experience,

offering & communicationone experience, one voice, one offering, one look - one brand

customer service: transactional

customer experience: interaction

value proposition - this is what we do

value proposition - this is how you should feel

tofromseparate entities operating

under one brand nameunited force under one brand led by a purpose

it’s about what you do it’s about the impact you haveinconsistencies in brand experience,

offering & communicationone experience, one voice, one offering, one look - one brand

customer service: transactional

customer experience: interaction

“...what you make people feel is !

just as important as what you make.”

we all live

branded lives... and we start early.

we live in a

brand saturated world.

great brands don’t happen by accident.

experience evolves, values stay true

Successful brands consistently evolve their products and services to resonate with the changing needs of the customer, but stay true to their core values.

core valuesbrandDisney fun, family entertainment

Starbucks rewarding, everyday momentsNike authentic, athletic performance

Apple think differentAMC Jeep Wrangler rugged, timeless, American

Sheraton Hotels warm, connected, communityPorter Airlines flying redefinedTim Hortons making a true difference

why do brands matter?

brand =

reputation.

loyalty.

1,600,000,000 bottles

brand

quiz.

what is the first thing that comes to mind !when you see these logos?

debrief.

franchisebranding.

franchise branding

part of a greater whole.

franchise branding

customer experience.

5 human truths:we need to feel understood we need to be in control we need to feel like we belong we want to feel special we want to reach our potential

brand loyalty.

factors that drive brand loyalty

deliver product quality and consistency deliver on-brand service along the entire experience personalize customer experience connect emotionally with customers

mr. sub case study

backgroundcurrent reality: • Mr. Sub a beleaguered Canadian brand, out strategized by its big global competitors,

was at a critical crossroads • to succeed in the market, Mr. Sub would have to re-invigorate the brand,

attract new customers to the system and take back its position as an innovator and leader in the sub category

objectives: • to unearth the magic, and then unleash the power of the brand, Mr. Sub

!

output: • unique, compelling and actionable brand positioning strategy

impactthe brand positioning and strategy are the cornerstone for defining the brand. the strategy is the beacon that will guide and direct all aspects of the business:

Congested & fragmented with

continuous pressure from new entrants!

Players intensely vying for

consumer attention &

market share!

Commoditization of offerings – what

was unique is now point-of-entry !

!

Pressure to stay on trend

& menu relevant !

Price wars + price cutting intensifying !

Product offering alone is insufficient for winning – this intensity requires a brand to stand out with a unique/distinctive statement of who they are

UP!™

our brand elevation platform

clearly define the brand and its purpose

Udevelop a meaningful communications plan

including content, contact and creative

platform development

deliver, execute and measure the most compelling campaigns across all touch points

P !PLAN EXCLAIMUNIFY

UP!™

clearly define the brand and its purpose

U P !PLAN EXCLAIMUNIFY

unifywhat we believe:

• every brand possesses opportunities for dramatic growth • growth comes through transformation - of category dynamics,

consumer perceptions, brand positioning or business definition

unifyThis stage consists of 4 distinct yet related steps.Each phase has outcomes that enable us to proceed to the next.

1 discovery who you are and the landscape in which you operate including consumer audit brand platform identify the transformational opportunities that carry the power to define your brand in the most powerful way identity how the brand is verbally and visually expressed. guidelines to build and maintain a consistent brand impression adoption working with you as a partner to engage all stakeholders into the culture of the brand

234

unifyMr. Sub findings

• though perceptions of quality needed to be elevated, a strategic positioning could not be about ‘quality’ alone because it is point-of-entry to the category

• all competitors are leveraging and circling similar themes to varying degrees - quality, fresh, taste, healthy

• the sub/sandwich category is in desperate need of disruption

brand positioningGenuine - Mr. Sub is a brand with history and integrity that is proud yet humble, approachable, down to earth, simple (but not boring) and exhibits the traits of trustworthiness, expertise, caring and classic comfort.

brand articulationThe brand articulation serves as a guidebook for all stakeholders to be able to consistently communicate the brand experience, both externally and internally.

It has been developed through consumer and competitive research, strategy and brand planning. It speaks about the mr. sub brand with passion, confidence and a clear understanding of the impact the brand has on its customers.

executionPhotography*

We have created an ownable structure within the design elements and language that will become Mr. Sub’s signature persona.!

Mouthwatering food photography that looks real and appetizing, not contrived or over styled, is the hero. !

Copy reflects friendly, supportive messaging that always supports the idea that Mr. Sub is here for you. !

You belong here.

brand identity

logo

logo

plan

UP!™

our brand elevation platform

Udevelop a meaningful communications plan

including content, contact and creative

platform development

P !PLAN EXCLAIMUNIFY

planguided by a clearly defined brand purpose, we uncover the key insights to power campaigns with lasting impact what we believe: • great ideas can be provocative, influential and genuine

• insights are gleaned in the “so what” of research findings. Not only what we hear, but what it means

• powerful consumer insights are the catalyst to ideas that get attention, have a consumer impact and the power to motivate a change in behaviour to drive growth

UP!™

our brand elevation platform

Udeliver, execute

and measure the most compelling campaigns across all touch points

P !PLAN EXCLAIMUNIFY

exclaimexecute, manage and measure the most compelling campaigns driven by transformational ideas founded in a clearly defined brand what we believe: • we believe bringing transformational ideas to life in a compelling, provocative,

engaging and relevant manner is paramount

• the quality of the execution is as important as the thinking that drove it

promo posters

SOAK IT IN!A NEW WAY TO

Smokehouse Beef

Corned Beef

menu boards

Smokehouse Beef

Corned Beef599 899

6-inch 12-inch

Smokehouse Beef Brisket: hardwood smoked beef, fresh green pepper, red onion, mushroom, white cheese

Corned Beef Brisket: corned beef brisket, banana peppers, red onion, yellow mustard, white cheese

SOAK IT IN!A NEW WAY TO

mural

wraps

bags

exteriors

franchise branding

where to from here?

thank you