Launching the Detroit Electric Brand… 2nd November 2012

We Amplify brands with commercially creative ideas

and accelerate growth

Talented team of experts

•  Brand strategy & identity

•  Advertising

•  Digital

•  Direct

•  Experiential

•  Communications planning

Callaway Golf

Maurice Lacroix

Maurice Lacroix

HTC Mobile Phones

WhatCar?

AUTOCAR REVIEWSThe closest you’ll get to a test drive(without taking a test drive)

Put our reviews to the test at autocar.co.uk

www.autocar.co.uk

Autosport International

EHB

Five stage brand amplification planning process…

Every area of the brand understood. From semiotics and psychology, to leadership, staff and environment.

Pick up the strongest signals, positive or negative. Form a sense of the brand in your minds and consumers’ minds.

Make big brand stories from the truth that we hold. Begin to understand how the brand needs to speak and develop.

Force the brand to live alongside the people who are responsible for it’s survival – the consumer.

Once we know how the brand speaks and behaves, we Make it live for real through it’s natural habitat.

We’ve absorbed, and built upon your brand core...

Our vision for your brand…

To become THE electric car company.

Brand Vision Mood Film

Ultimately, at the heart of every brand is their culture. We’re going to talk about that a lot here...

What have we been developing with you in the last four weeks…

Workshop session with Catherine

Brand pillars and typologies exercises

Directions acted upon

Four areas researched in depth…

The elephant in the room…

At the moment you are…

Contradictory

Unknown

Expensive

Lost to history

And with electric cars…

Charging infrastructure

Range anxiety

Investment in a new transport eco-system

But…

This is a unique and exciting opportunity…

A chance to change the way people drive cars…

A once in a lifetime opportunity…

A seismic point of change!...

Undoubtedly, the car needs changing. We want to make it as exciting and natural to embrace as possible…

And to do it better!...

To take you culturally closer to your customers than the mainstream manufacturers are…

And as far as car marketing and brands are concerned, the bar is low…

It makes no sense to this audience…

But you’re up against the weight of the industry…

And a certain way of thinking…

And a lot of people spend a lot of money on automotive ‘wallpaper’…

We need to out-think, out-manouvre, out-wit and out-work…

And use some nimble, freeform predatory thinking…

Similar challenges have been faced before…

Formulaic thinking won’t work…

Be as challenging in your brand as you are with your engineering…

Be true, and live it! For real. Every day…

Our brand typology exercise…

A typology is how a brand is defined by their culture and meaning, rather than their market…

As a result, Nike are far less a sports brand, and more a street movement, who understand how culture spreads…

To help us position from…

Motoring Cliché…

…21st Century Meaning

Our chosen typologies…

Radical

In-Control

Faith

Organisation

Cognitive Insurgent

Appreciation

Development of typologies…

1 ‘Live’

Like An ‘Insurgent’

Like You’re ‘In Control’

Like a ‘Radical’

With ‘Appreciation’

2 ‘Create’

‘Belief ’ in Your ‘Organisation’

3 ‘Become’

‘The’ Electric Car

Company

Pointers to being a culturally important brand…

Be part of what interests people… An ‘appreciation’ brand Like Pixar

Give more than you take… An ‘in control’ brand Like Jamie Oliver

Take a position over having a positioning… An ‘insurgent’ brand Like Amnesty

Move people… A ‘radical’ brand Red Bull

Actions speak louder than words…

And become cognitive… Eventually!

Bigger cultural ideas make bigger brands…

Five pillars in the film…

Edited to three cornerstones of the brand...

Leonardo Da Vinci

Pablo Picasso

Archimedes

Peter Higgs

Emmeline Pankhurst

Niccolò Machiavelli

Anuerin Bevan

Abraham Lincoln

Richard Branson

Apple

Galileo

NASA

James Dyson

TwitterDick Fosbury

Christopher Columbus

Fairtrade

Thomas EdisonAl Jazeera

Amnesty International

Nike

William Wilberforce Martin

Cooper

Steve Jobs

‘Original Thinkers’

‘Better Progress’

‘Power to Liberate’

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Taking a single-minded brand view of them all.

LIVE Electric Mood Film

How we ‘live’ electric

Life is the greatest journey, so LIVE it well. LIVE for today. LIVE for

tomorrow. LIVE for every moment. And go. Don’t let the good things

pass you by. LIVE with a vision. LIVE with principles and follow them,

whatever road they take you down. It’s the only way to happiness. LIVE

brave. LIVE bold. LIVE your way — our right to choose is what makes

us free. LIVE a modern life. A smarter life. LIVE without compromise.

LIVE clean. LIVE green. But also LIVE with exhilaration and excitement

(Mother Nature wouldn’t deny you that). LIVE for the big things but

enjoy the little things. LIVE better. LIVE freer. LIVE with positive energy.

Don’t just LIVE to see a better world. LIVE to create a better world.

Because life is your greatest journey, so...

e lec t r ic

L i b e ra t i o nWe have the power to free

the world with clean, e!cient,

fair energy for all.

In n ova t i o nWe are original thinkers

inspiring the world with sparks

of life-changing innovation.

V i s i o nWe dream of a better electric

world and brave the road less

travelled in order to reach it.

Just as we did in 1907. En e rg yLike our cars, we are "lled with

positive energy, and we want

people to feel it in everything we do.

e l e c t r i c

How we might bring this idea to life:Showcasing innovation through electricity

What is it?The Science Museum in London has a tour which it takes to the public, showcasing the best in innovative, exciting thinking and pioneering learning through play and performance.

How does it work?In the short term, we can sponsor such events and literally power them by showcasing V2G technology.

How does it !t with the brand?Fits with the living embodiment of “Live Electric” and enables Detroit Electric to be an appreciation, radical, insurgent brand that puts kids in control of electricity and their learning.

What’s the take out?“Wherever there is exciting, pioneering thinking, Detroit Electric are there to power it”

Making newsworthy content and placing Detroit Electric at the heart of original thinking, better progress, and using power to liberate and educate. In the long term, we can make our own equivalent.

What is it?The Tate Modern, and MoMA in particular, have exhibitions which stretch the bounds of conventional design and show how design can be used as a force for good or betterment.

How does it !t with the brand?Detroit Electric have always been about betterment through design and design for good. There is a natural !t and Detroit Electric also become an ‘appreciation’ brand – who brings stories and appreciation of design to the masses.

What’s the take out?“Wherever there is exciting, pioneering design, Detroit Electric are part of the story”

How does it work?In the short term, we can sponsor MoMA’s “Born Out of Necessity” series of shows which document contemporary and industrial design.

In addition, we can provide, feature and endorse content on MoMA’s Art Lab App, which is available in the Apple App Store, engaging the curious of mind and creative by nature from the age of 7 years.

How we might bring this idea to life:Showcasing design through electricity

How does it work?A mobile science and learning unit, entirely powered by V2G technology, where the enquiring minds and innovators of tomorrow, can meet and be taught by today’s – in a fun and interactive manner!

What’s the take out?“Giving (back) to the people who will be tomorrow’s pioneers”

How we might bring this idea to life:Giving back through electricity

What is it?A series of interactive events where pupils from inner-city schools in the Detroit public system (at !rst) are visited by or can visit Detroit Electric science and learning installations.

If the initiative gains exposure, we can take it to cities all over America and beyond. This not only gives Detroit Electric more visibility, it also challenges the fears around charge times, as the car is touring.

How does it !t with the brand?V2G is all about giving back. What better way to give back to the city which nurtured the !rst spark of electric engineering ingenuity, than by nurturing it’s future generations of knowledge?

It makes perfect sense to the brand, and is a meaningful and !tting CSR idea that doubles up as an expressive piece of content.

How we might bring this idea to life:The birthplace of electronic pioneers

What is it?Detroit has ‘change through electricity’ in its DNA. Modern electronic music was invented there and changed the face of musical culture across the globe forever.

How does it work?We fund either a 90 minute documentary, or a series of six mini-features entitled “Detroit Electric” which document the rise of electronic music in the city. We commission a local team of !lm-makers and enter it at Sundance, thus gaining wider cultural recognition.

How does it !t with the brand?Uniquely pioneered by three people from the city, electronic music is as much a part of the city’s fabric as the Detroit river, the Detroit Lions, The Great lakes and The Kronk Gymnasium. Using electricity to break new ground is nothing new to Detroit. It is in its blood.

What’s the take out?“Detroit Loves Electric!”It has particular resonance

amongst our core audience age group and is now recognised as a legitimate musical movement with lasting cultural in"uence and interest amongst social anthropologists.

'Live Electric' Trade stand video

It’s about having your brand culture be able to spread and fit naturally with the world you want to be in…

German beer to British galleries was a big leap…

Becks Beer Galleries German Art

Creating our own brand stepping stones…

Factory Downtime

Better Manufacturing

V2G The ‘Original’

20th Century Vs

21st Century Challenge

Schools in Favellas in

Brazil

UK School Science Lessons

Giving Power (to…)

Altruism

‘Giving Back’

Performance

V2G

‘Giving Back’

Historical Mini-Films

Techno- Content Birthplace

of Electronic Music

‘Localised Initatives ‘Electrical’

Rebirth

Detroit

Lightning Bolt

20th Century Innovation Innovation

Science Museum

Partnership

Exhibition of Radical

Design ‘Radical’ Design

Science

Art

Exhibitions

Innovation

Culture Design Logo

Engineering

Aesthetic

History

Sustainability

Detroit Electric

“Showcasing Innovation Through

Electricity”

“The Birthplace of

Electronic Pioneers”

“Giving Back Through

Electricity”

These three ideas have the capacity to change how the brand behaves, lives and communicates…

Three elements…

1. Making sense of your logo

2. The expectations of the car industry

3. The behaviour of your brand, unique to you

The (Original) Electric Car Company

Taking a position…

How would we do all the things we hate about the auto industry, differently?...

Expectations of the car industry (or alternatively, what people don’t like)

Sales Process Cost of Ownership

The Experience

Work out where we can actually make a difference… Choose the battles which win us the biggest gains… And pick a fight with what people hate!...

Actions speak louder than words…

The sales process…

The cost of ownership…

The experience…

Summary & principles…

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Thank you