putting it into practice: implementing a distinctive ... · heavenly brand consultancy...
TRANSCRIPT
![Page 1: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/1.jpg)
Putting it into practice:
Implementing a distinctive strategy and
identity in a commercial organisation
John Rhys
Chairman, S.A. Brain & Company
Co-founder, Heavenly Brand Consultancy
![Page 2: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/2.jpg)
Family-owned company founded in 1882
S.A. Brain & Company
![Page 3: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/3.jpg)
Brewery and head office in the centre of Cardiff
S.A. Brain & Company
![Page 4: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/4.jpg)
250 pubs and bars in Wales and South-West England
S.A. Brain & Company
![Page 5: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/5.jpg)
£120 million turnover; 2,000+ employees
Most famous for Brains SA and sponsoring Welsh rugby
S.A. Brain & Company
![Page 6: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/6.jpg)
Brains brand = ....
Beer + Pubs + People + Company
![Page 7: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/7.jpg)
Employees Trade Consumers
Gain full understanding of current perceptions of
Brains through comprehensive research programme
Starting point
![Page 8: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/8.jpg)
Positives
Tradition, heritage
Familiarity, warmth
Local affinity
Quality beer
Appeal to older drinkers
Consumer research summary
Negatives
Old-fashioned, conservative
Uninspiring, predictable
Cardiff-Centric
‘Basic’ pubs
Alien to younger audience
![Page 9: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/9.jpg)
Employee and trade research
Similar take to consumers
Established company, integrity as an employer, but...
...punching below its weight
...staid and risk-averse
...followers not leaders
...unenterprising approach to branding and marketing
Although, new management team beginning
to generate optimism for the future
![Page 10: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/10.jpg)
To be Wales’ leading independent
brewing and hospitality business,
increasingly recognised by
consumers throughout the UK
Company vision statement
![Page 11: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/11.jpg)
Externally
Increase trade and consumer demand
Raise profile of the company
Generate positive publicity
Improve relationships with other businesses
Why relaunch the Brains brand?
![Page 12: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/12.jpg)
Internally
Enhance employee sense of pride and belonging
Improve morale and sense of esteem
Aspirational company to work for
Why relaunch the Brains brand?
![Page 13: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/13.jpg)
Be engaging
Have a point of view
Be distinctive and different
Deliver it consistently
Requirements for revitalised brand
![Page 14: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/14.jpg)
Must work internally and externally
Branding not just about external advertising & marketing
Employee understanding and buy-in is vital
Brand and its values delivered by employees every day
Both business-to-consumer and business-to-business
Requirements for revitalised brand
![Page 15: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/15.jpg)
“There is little benefit to a
well-devised brand positioning,
if it remains something that people
decorate the walls with rather
than live during their working day”
Living the brand
![Page 16: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/16.jpg)
“Value is created when customers interact
with the organisation, not just when they
consume its products or services…”
Living the brand
![Page 17: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/17.jpg)
Most likely reasons to repeat purchase/visit?
Your people are vital to your brand
Product quality
Price
Treatment from staff
Brand reputation
Product range
Staff knowledge
Staff handling of query complaint
Promotions/special offers
How staff represented the company
Staff enthusiasm
Policies on community/environment
Advertising
56%
45%
41%
24%
23%
21%
17%
15%
11%
11%
6%
5%
![Page 18: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/18.jpg)
Staff-related issues*
Quality/range of products/service
Advertising/promotions/brand
Price
Other
45%
17%
14%
13%
11%
Single most important reason not to repeat purchase/visit
* Staff-related issues include:-
- How staff treated you
- How staff handled your enquiry/complaint
- Staff enthusiasm
- Staff knowledge
- How staff represented the company
Your people are vital to your brand
![Page 19: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/19.jpg)
Work out what we want Brains to stand for
Brains equivalent of:
Orange - forward looking – the future’s bright
Tesco – customer focus – every little helps
NatWest – helpful banking
Nike – self-belief – just do it
Researched a number of options
Refined into a single-minded solution
Developing the revitalised brand
![Page 20: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/20.jpg)
A more confident Wales
![Page 21: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/21.jpg)
Positivity
Core brand idea
![Page 22: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/22.jpg)
Taps into new spirit and confidence within Wales
Reflects the feeling of positive change at Brains
Highly relevant to the drinks and hospitality market
A positive attitude is a great thing to have in life!
Why ‘positivity’?
![Page 23: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/23.jpg)
Positivity works across the business:
o Company: positive culture change - a can-do attitude
o Pub staff: a positive welcome
o Sales force: never say “no”
o Marketing: more positive thinking from Brains
Alignment of internal and external communications
‘Positivity’ & Brains
![Page 24: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/24.jpg)
External
Communication Internal Culture
‘Positivity’ & Brains
+
![Page 25: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/25.jpg)
Migrating the Values
CORE
Tradition/Neutrality
COMPANY VALUES
Family Heritage
Integrity
Independent
Conservative
CORE
Positivity
COMPANY VALUES
Family Heritage
Integrity
Independent
Forward-thinking
CURRENT DESIRED
= = =
Rebuilding the Brains brand
![Page 26: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/26.jpg)
Migrating the Values
PRODUCT VALUES
Cardiff
Unadventurous
PRODUCT VALUES
Welsh
Innovative
CURRENT DESIRED
Rebuilding the Brains brand
![Page 27: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/27.jpg)
Migrating the Values
Engaging
Optimistic
Knowing sense of humour
Contemporary
DESIRED TONE OF VOICE
Rebuilding the Brains brand
![Page 28: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/28.jpg)
![Page 29: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/29.jpg)
Brand relaunch and marketing
![Page 30: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/30.jpg)
Face-to-face employee presentations by Chief Executive
‘Half full sessions’ - employee workshops
Highlighted positives
Identified issues
Drew out suggestions for positive change
Feedback from Directors
Address issues
Champion positive initiatives
Positive change from within
![Page 31: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/31.jpg)
Positive change from within
Improve communication
![Page 32: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/32.jpg)
Positive change from within
Improve recognition of positive behaviour
![Page 33: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/33.jpg)
Positive change from within
• Management development
programme
• The Power of Positive
Leadership
Focus on training and development
![Page 34: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/34.jpg)
Positive change from within
Behaviour change in pubs
![Page 35: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/35.jpg)
Positive change from within
Business development in pubs
![Page 36: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/36.jpg)
Positive change from within
Recruitment and induction
![Page 37: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/37.jpg)
Company logo
![Page 38: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/38.jpg)
Pub signage
![Page 39: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/39.jpg)
Vehicle liveries
![Page 40: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/40.jpg)
Product design
![Page 41: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/41.jpg)
Testing the mood of the people
Consumer Research
95% proud to be Welsh
80% think ‘Wales is on the up’
78% see glass as ‘half full’
Welsh more optimistic
![Page 42: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/42.jpg)
Creating a national debate
Peter Hain
“Wales has an awful lot going
for it – spirit of the people,
sport, music, natural beauty -
there’s a lot to be proud of”
Sian Lloyd
“In the last 5 to 10 years the
positive change is immense -
Cool Cymru is just beginning”
Owen Money
“Wales is definitely on the up.
The glass is most definitely
more than half full here!”
![Page 43: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/43.jpg)
Launch poster
![Page 44: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/44.jpg)
The press were hooked
![Page 45: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/45.jpg)
Positive result?
![Page 46: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/46.jpg)
Not this time
![Page 47: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/47.jpg)
Wish we were there
![Page 48: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/48.jpg)
On tap at home
![Page 49: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/49.jpg)
New distribution drive?
![Page 50: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/50.jpg)
Forecast looking good
![Page 51: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/51.jpg)
‘Thumbs up’ TV commercial
![Page 52: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/52.jpg)
Ours is unique
![Page 53: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/53.jpg)
Think about it
![Page 54: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/54.jpg)
The ultimate Christmas present
![Page 55: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/55.jpg)
Wales rugby sponsorship
![Page 56: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/56.jpg)
Always think positive – 2005 poster
![Page 57: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/57.jpg)
Match day atmosphere
![Page 58: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/58.jpg)
Victory v. England – at last
![Page 59: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/59.jpg)
The girlfriend was pleased
![Page 60: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/60.jpg)
We couldn’t resist it
![Page 61: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/61.jpg)
Western Mail and Daily Mail coverage
![Page 62: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/62.jpg)
Problem or opportunity?
![Page 63: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/63.jpg)
It’s official
![Page 64: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/64.jpg)
Just imagine….
![Page 65: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/65.jpg)
Grand slam heroes are back
![Page 66: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/66.jpg)
Wishful thinking
![Page 67: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/67.jpg)
Biased ref?
![Page 68: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/68.jpg)
....and the press ran them too
![Page 69: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/69.jpg)
Revitalising our most famous brand
![Page 70: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/70.jpg)
Tying it back into sponsorship
![Page 71: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/71.jpg)
Grand Slam treble – 2005, 2008, 2012
![Page 72: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/72.jpg)
Employee engagement
![Page 73: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/73.jpg)
Innovation and
new product development
![Page 74: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/74.jpg)
Updated presentation
![Page 75: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/75.jpg)
Wales’ answer to Guinness
![Page 76: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/76.jpg)
Brains Craft Brewery
![Page 77: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/77.jpg)
Salt
![Page 78: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/78.jpg)
Grape & Olive
![Page 79: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/79.jpg)
Café bars
![Page 80: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/80.jpg)
How has Brains performed?
![Page 81: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/81.jpg)
Market share in Wales growing at 1% p.a.
Brains Smooth now the No.1 ale in Wales
Brains cask ales outperforming the market
Brains sales in England +30% in past 3 years
UK-wide take home distribution in:
Tesco, Sainsbury’s, Waitrose & Morrisons
Sales and market share
![Page 82: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/82.jpg)
Brains awareness in Wales higher than all other brands
Significantly higher scores to the following statements:
o A company that’s going places +35%
o Forward thinking company +24%
o Brains beers more popular nowadays +25%
o High quality pubs +14%
o Authentically Welsh not just Cardiff +38%
Quantitative research
![Page 83: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/83.jpg)
Focus groups to explore reaction to Brains marketing:-
o It delivers the brand values:
“It’s got Brains away from the spit and sawdust image”
o It’s popular and humorous:
“It’s insightful and funny – it grabs your attention”
o It has stature:
“It’s slick and professional. It’s what you would
expect from a top flight drinks brand”
Qualitative research
![Page 84: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/84.jpg)
Clear understanding of business strategy: 53% to 90%
Confidence in business strategy: 39% to 90%
High level of confidence in the Board: 42% to 85%
Told when I’m doing a good job: +49%
Training and development needs met: +40%
Morale: +23%
Employee surveys
![Page 85: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/85.jpg)
Multi-award winning work
• Marketing Society Awards for Excellence
Brand Revitalisation
• National Business Awards
Marketing Strategy of the Year
Regional Business of the Year
• Hollis Sponsorship Awards
Brand Sponsorship of the Year
Sponsorship Continuity
• Publican Awards
Regional Brewer of the Year
Managed Pub Company of the Year
• Western Mail Business Awards
Excellence in Marketing
![Page 86: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/86.jpg)
Listen to staff, customers and business partners
Set out the vision
Develop a single-minded idea for the organisation
Make sure it resonates internally and externally
Establish supporting values
Build from within – employees first
Be consistent
Take a long term view
Evaluate change in perceptions, as well as sales
Key principles
![Page 87: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/87.jpg)
At Brains, the glass is…
![Page 88: Putting it into practice: Implementing a distinctive ... · Heavenly Brand Consultancy john.rhys@heavenly.co.uk 029 7554 3355 John Rhys Chairman S.A. Brain & Company The Cardiff Brewery](https://reader033.vdocuments.us/reader033/viewer/2022050314/5f766c03894b2a04252af33d/html5/thumbnails/88.jpg)
Contact
John Rhys
Chairman
S.A. Brain & Company
The Cardiff Brewery
Cardiff CF10 1SP
029 2040 2060
John Rhys
Managing Partner
Heavenly Brand Consultancy
183 Eversholt Street
London NW1 1BU
029 7554 3355