cim brand health summit 2016 - regus: rob strachan's presentation
TRANSCRIPT
A bit about Regus.
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• We give people and businesses the tools to work wherever,
whenever and however they need to
• Our customers:
- Stay agile
- Reduce their risk
- Free up capital to grow their businesses
A changing market.
• Research
• A new breed of worker demands:
- More flexibility in how they work
- New types of space
• Work is being re-defined
Approach.
• Brand refresh
• We would develop, others would execute
• Deep stakeholder engagement
• Multi agency model
Global
Executional
Strategic
• Workshop• Brand Strategy• Initial creative framework
• Toolkit development • Copy • Photography
• Global deployment• Localisation • Asset management
• Strategic thinking • Running workshop
• Quick turnaround• High volume
• Global capability
Agency model.Key skillsTasks
Leadership is everything.
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• Create (and keep) momentum
• Engage stakeholders early
• Be honest
• Your job title is irrelevant
• Change reality
• Embrace different styles of leadership
A global brand that wins new business &
grows operating profits
A struggling format, mandated from Group
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To achieve that, we had to…
• Completely overhaul the proposition from top to bottom
• Get buy in from sceptical stakeholders
In the two years after the conference we:
• Launched in 35 new markets
• Achieved sales uplift of at least 25%
• Tripled revenue
Moto Manchester Airport Milan Airport
Planning.
• Every situation is different
• Be clear about your objectives
• Write the full plan
• What’s your operating model?
• You don’t have to re-brand