A consistent approach will strengthen the brand and help it become recognised and trusted by the people we want to reach - our visitors.

1. Lancashire – Changing the Brandscape Thursday 10 February 2011 Mike Wilkinson &Tony Openshaw Lancashire and Blackpool Tourist Board

2. own

7. Positioning Values Personality

8. Positioning: The unique position in people’s minds that we seek to own

10. The Interstate Department Store went bankrupt but decided to focus and reposition

11. Values: The fundamental beliefs that underpin the way a brand acts and behaves

12. Just like people, all brands have a personality. Personality is the concept to bring life to a brand – to manage ‘identity’ and ‘image’ to create likeability. Personality

13. House of Brands Endorsed Brands Sub Brands Branded House Least Connected P&G: Head and Shoulders, Pantene, Tide Courtyard by Marriott Obsession by Calvin Klein Sony Walkman, Intel Pentium Virgin Megastores, VirginTrains Virgin airlines, Virgin Radio, Virgin Music Most Connected Brand Architecture

15. The New Era of Branding ‘ A brand is a living entity and is enriched or undermined cumulatively over time, the product of a thousand small gestures’ Michael Eisner Brand Alignment

16. The Branding Approach Scope Explore Structure Create

17. The Brutal Truths – it is hard to find a brand territory Some are forgotten Some are fighting for the same territory Some stand alone

18. Brand Scape Yorkshire Country Face North East City Face Midlands Faceless Lancashire Many Faces

19. Brand Scape – how regions position themselves Wales North East Devon Cornwall Yorkshire Somerset The Lakes Midlands Visit Scotland Rational Emotional

20. Brand Scape - Positioning Regions Rational Emotional Yorkshire North East Somerset The Lakes Midlands Visit Scotland Cornwall Focus on the region Focus on the visitor Wales Devon Ireland

22. What other areas are saying about themselves Somerset: Somerset is a holiday destination of epic scenery, dramatic coastline , stunning English countryside , seaside resorts , historic places set deep in the heart of South West England. Explore Somerset , plan your trip and be inspired with ideas and offers for relaxing breaks , family holidays , videos and photos , plus activities walking , cycling , horse riding , fishing .

23. Brutal Truth We must challenge people to re-appraise Lancashire We need a position that blends our unique assets plus an emotional reward for the visitor

24. Through its compelling contrast of country, coastline and cities, its fabulous food, genuine warmth that makes you feel special and an abundance of fun things to do together, Lancashire is: The Home of the Good Things in Life Its differentiating values are: Big Wows & little wows – we celebrate the special little things that make a trip memorable and the huge unforgettable big things! Closeness – physically close and emotionally close, togethernes s Realness - real food, real fun, no falseness, unpretentious Traditional Quality – everything done the proper way Genuine Warmth – the essence of northerness Brand Essence: Your feel-good county Brand Vision

25. Brand Architecture Lancashire The Home of the Good Things in Life Food & Drink Heritage Entertainment Sport Families Blackpool Countryside Coast

26. Winning Themes Country Escapes Family Fun Coastal Contrasts Heritage Revealed What’s On Taste Lancashire

27. Creative Development

28. Positioning: The unique position in people’s minds that we seek to own

29. Positioning: The unique position in people’s minds that we seek to own

30. Positioning: The unique position in people’s minds that we seek to own Remember that positions are not strap lines The card you use for things that matter Some things money can buy. For everything else there’s Mastercard No-one tries harder for customers Every Little Helps The home of the good things in life Lancashire – where life feels good

31. Our Visit Lancashire Logo

33. Our Brand Guidelines An exciting palette of colours have been chosen to reflect the varied experiences that can be enjoyed in Lancashire. You can choose any colour that best reflects the mood or content of the message or compliments the selected theme or image.

34. Our Brand Themes Heritage Revealed Feel the pulse as it beats at the heart of the Industrial Revolution. Listen to the landscape as it whispers the secrets of the Pendle Witches. Walk in the footsteps of royalty and revolutionaries as you unlock the legends of Lancashire.

35. Our Brand Themes Country Escapes Lose yourself in the unspoilt beauty of the Forest of Bowland. We’ve got the perfect place to get over that mountain of paperwork. Wander the lanes of Lancashire, where a rucksack is the only weight on your shoulders.

36. Our Brand Themes What’s On Hop, skip and jump into Lancashire’s action packed playground. Relax, sit back and enjoy the entertainment, experience and memories. Be entranced by the Illuminations, they light up more than just the sky.

37. Our Brand Themes Taste Lancashire Sample the unique taste of Lancashire on your culinary journey. Lancashire’s warm welcome will make you feel like you are dining amongst friends. Savour the flavours and aromas of Lancashire’s own hotpot.

38. Our Brand Guidelines Heritage Revealed

39. Our Brand Guidelines Family Fun

41. Product Record – ‘off brand’ Example 1 – En-suite accommodation throughout, conference facilities and a large car park at the back of the hotel. The hotel is situated on the sea front, just a 5 minute walk from the town centre. Close to the promenade, shops and train station. Example 2 – A large comfortable establishment situated only 50yds from the promenade with facilities and entertainments. All of the bedrooms are en-suite, have a colour TV and central heating. On-site car parking is also available .

42. Product Record – ‘on brand’ Example 1 - This handsome Victorian house has been specially refurbished and is now Preston's only 5 star gold rated accommodation. The grand beds are covered with Egyptian cotton bedding and the luxurious toiletries make it worth staying in the tub for an extra 10 minutes. Freshly prepared breakfasts and home cooked evening meals in our comfortable dining room will make you feel completely relaxed. Example 2 - Elegantly furnished and beautifully appointed, these lovingly converted stone-built farm buildings are situated in The Forest of Bowland. In the summer you’ll want to make the most of the outdoor seating and barbecue whilst listening to the babbling brook. In the winter you could make your way to one of the local pubs and find a cosy spot next to a roaring fire, or you could stay in and curl up with a good book in front of our wood-burning stove.

49. Lancashire Keepsakes - Car Free Itineraries