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Our brand
Penny HamiltonHead of Brand and Marketing
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Who are we?
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• 2.2 million people visited IWM sites in 2010/11
• £6 million income
• UK (62%), Europe (19%) and US (12%)- IWMD and IWMN more UK visitors (91%)- CWR and HMSB more overseas visitors - CWR: 60% (36% US); HMSB: 45% (31% Europe)- IWML UK visitors: London and SE (32%)- IWMN: 57% North West; IWMD: 41% East of England, 11% South East, 7% London
Basic Statistics
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• 58% Male, 42% Female (IWMD and HMSB more male)
• 19% : under 16 (28% HMSB)• 8% : 16 – 24 (10% IWML, 2% IWMD)• 29% : 25 – 44 (38% HMSB, 37% IWML, 36% CWR)• 26% : 45 – 59 (29% CWR, 23% HMSB)• 19% : 60+ (38% IWMD, 23% CWR, 14% IWML)
• 65% first visitors (84% CWR but 45% IWMD – 16% in last 12 mths)
• 62% personal connection to the subject matter – of which 64% family fought/lived through First/Second World War, 11% studying/teaching (14% IWML), 3% connections to current armed forces (8% IWML), 5% veterans (IWMD 7%)
Basic Statistics
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Aims• To be more visible, more successful and more sustainable for
the future
Objectives• To evaluate the effectiveness of our current brand internally and
externally • To develop and deliver an externally facing vision, values and
messaging• To create clear and consistent communications guidelines• To develop and agree an implementation plan for embedding
our vision, values and messages and visual expression across all activities
Aims and Objectives
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1 Investigating: examining perceptions of the organisation overall and reviewing our messages and identity
2 Visioning: creating a positioning framework for the organisation, including vision, values and ‘big idea’
3 Visualising: creating visual and verbal expression based on the framework and how this relates across all 5 sites.
4 Implementing: developing a phased action plan to embed the guidelines across all elements of the organisation
Four Stages
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1 Investigating: examining perceptions of the organisation overall and reviewing our messages and identity
2 Visioning: creating a positioning framework for the organisation, including vision, values and ‘big idea’
3 Visualising: creating visual and verbal expression based on the framework and how this relates across all 5 sites.
4 Implementing: developing a phased action plan to embed the guidelines across all elements of the organisation
Four Stages
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• Desk Research – strategy and audience research• Exit Surveys – each branch• Online surveys (2,000 responses) and Twitter and Facebook• Internal (x19) and external (x13) interviews• Competitor and visual audits
Investigating
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GLOBAL
LOCAL
MIL
ITA
RY H
ISTO
RYIWM Positioning Matrix
SOC
IAL H
ISTORY
TATE
BRITISHLIBRARY
ARMYMUSEUM
ROYAL NAVYMUSEUM
RAFMUSEUM MUSEUM
OF LONDON
V&A
LEEDS ARMOURY
HISTORICROYALPALACES
LOWRY MUSEUM
WW1BATTLEGROUNDS BRITISH
MUSEUMSMITHSONIANAIR & SPACE
CHATHAMDOCKYARDS
NHM
MEMORIAL ARBORETUM
IWM
IWM
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Audiences Summary
world class
painful
professional limited
fantastic
challenging
organisednecessary
amazingovercrowded essential
nostalgicbiased
outstanding
disappointingdated
well keptinspiring
expensive
friendly
stimulating
authentic
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Audiences Summary
world class
painful
professional limited
fantastic
challenging
organisednecessary
amazingovercrowded essential
nostalgicbiased
outstanding
disappointingdated
well keptinspiring
expensive
friendly
stimulating
authentic
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POSITIVE• General ‘warmth’ for the organisation• Loyal, passionate and satisfied audiences• An engaging, enjoyable, humbling, emotional experience• Good for inter- generational learningNEGATIVE• Out of date and old fashioned• Too military focused• Knowledge of IWM family low• Our name
Brand Review – visitor feedback
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OFFER• offer fragmented between social and military history COMMUNICATIONS • mixed messages across the organisation IMAGE• no visual clarity and confusing naming structure PEOPLE • limited corporate buy in ENVIRONMENT• tension between ‘visitor attractions’ and ‘museums’
Brand Review – issues and challenges
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1 Investigating: examining perceptions of the organisation overall and reviewing our messages and identity
2 Visioning: creating a positioning framework for the organisation, including vision, values and ‘big idea’
3 Visualising: creating visual and verbal expression based on the framework and how this relates across all 5 sites.
4 Implementing: developing a phased action plan to embed the guidelines across all elements of the organisation
Four Stages
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OFFER• A compelling story and a distinctive positioning COMMUNICATIONS • consistent messages across the organisation IMAGE• personality, brand architecture and namingPEOPLE • clear brand values to work together as a teamENVIRONMENT• unique locations and a virtual space for the world
IWM Future
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VISION the impact you want to make
OFFER what you do
VALUES how you do it
POSITIONING your difference
BIG IDEA the heart of your brand
THE NAME what audiences recognise’
The brand ‘blueprint’
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• To lead in developing and communicating a deeper understanding of the causes, course and consequences of war
Vision
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• Through unique collections, vivid personal stories and powerful physical experiences, we engage people of all ages with the issues of modern conflict
Offer
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• A global authority on conflict and its impact, from the First World War to the present, in Britain, its former Empire and the Commonwealth
Positioning
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Courageous We’re confident and have the courage to challenge the established wisdom, championing dialogue, debate and innovative approaches
Authoritative Our deep and dynamic knowledge of our rich collections makes us the first port of call on the history of modern conflict, and sets standards of excellence in everything we do
Relevant We strive to make everything we do relevant to contemporary society, while maintaining a balanced and impartial view of our subject
Empathetic We’re sensitive to people’s emotions, respecting different points of view and the deep significance of our collections.
Values
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The Big Idea – providing a coherent story and a shared direction
V&A “inspiring creativity”
Royal Botanic Gardens Kew “plants matter”
Natural History Museum “the power of nature”
The big idea – a few examples
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the force of war
• To make difficult decisions• To destroy and create• To divide and unite• To be at our worst and our best• To forget and remember
Our big idea challenges us all to consider ‘what would I have done?’
Our ‘big idea’
Our big idea can be interpreted in many different ways, both negative and positive. People create wars and war changes us. War forces us:
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Idea the force of war
VisionTo lead in developing and communicating a deeper
understanding of the causes, course and consequences of warPositioning
A global authority on conflict and its
impact, from the First World War to the
present day, in Britain, its former Empire and the Commonwealth,
OfferUnique collections,
vivid personal stories and
powerful physical experiences,
engaging visitors of all ages with the issues of modern
conflictValuesCourageousAuthoritative
RelevantEmpathetic
The brand ‘blueprint’
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Imperial War Museum
• unwieldy, especially with location names• focus groups negative (unprompted)
• Imperial – distinctive, but what about post empire?• War – it’s what we know• Museum – it’s what we are, but we are more than one
Our name
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IWMImperial War Museums
Recommendation
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1 Investigating: examining perceptions of the organisation overall and reviewing our messages and identity
2 Visioning: creating a positioning framework for the organisation, including vision, values and ‘big idea’
3 Visualising: creating visual and verbal expression based on the framework and how this relates across all 5 sites.
4 Implementing: developing a phased action plan to embed the guidelines across all elements of the organisation
Four Stages
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Our new logo
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1 Investigating: examining perceptions of the organisation overall and reviewing our messages and identity
2 Visioning: creating a positioning framework for the organisation, including vision, values and ‘big idea’
3 Visualising: creating visual and verbal expression based on the framework and how this relates across all 5 sites.
4 Implementing: developing a phased action plan to embed the guidelines across all elements of the organisation
Four Stages
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Challenges of implementing a brand
• Perceptions
• Systems and suppliers
• Communication
• Commitment and responsibility
• Lack of consistency
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communications
environment
OfferWhat you do
communication
Where you do itEnvironment
ImageWhat you say
idea
PeopleHow you behave
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communications
environment
OfferWhat you do
communication
ImageWhat you say
idea
PeopleHow you behave
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OfferWhat you do
idea
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environment
Where you do itEnvironment
idea
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OfferWhat you do
ImageWhat you say
idea
PeopleHow you behave
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communications
environment
OfferWhat you do
communication
Where you do itEnvironment
ImageWhat you say
LOVE YOUR BRAND
PeopleHow you behave
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Thank you