cfa brand presentation - 2015
TRANSCRIPT
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