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Webinar: "Rebuilding your Brand for a Human-Centred World"

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Daniel Díez, director at Good Rebels

Publié dans : Marketing
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Webinar: "Rebuilding your Brand for a Human-Centred World"

  1. 1. Rebuilding your Brand for a Human-Centred World Cash Converter’s challenge
  2. 2. Let me introduce myself 2 Hi! I’m Daniel Díez, Business Director at Good Rebels I’ve been working in digital marketing and communications for more than 10 years with amazing brands. www.linkedin.com/in/diezdedios/ daniel.diez@goodrebels.com
  3. 3. Who we are 3PROJECT NAME We are a digital strategy
 and creative company. We help our clients to innovate at the intersection
 of people, brands & technology.
  4. 4. The brand Positioning process Output The steps How important are brands nowadays and why did we put in motion the project The stages of the brand rebuilding project with Cash Converters: methodology and learnings Which was the result of the project (we cannot tell everything) and how it is being put in motion
  5. 5. Let’s start talking about the value of the brands nowadays
  6. 6. Best global brands 2018 - Interbrand
  7. 7. Edelman Earned Brand Global Report
  8. 8. 8
  9. 9. Sometimes is not about taking a stand. It’s about moving on.
  10. 10. PROJECT NAME Cash Converters The history
  11. 11. Cash Converters 11 Our history PHYSICAL STORES ONLINE CHANNELS CUSTOMER BRAND
  12. 12. The challenges in 2018-2019
  13. 13. The challenges 13 “The main challenge the company has is to position the customer at the centre. It is a unique but ambitious goal, since executing tasks and decisions based on the client in a company of 1,200 employees is complicated and challenging.”   Customer centricity
  14. 14. 14 “The emergence of new competitors in the second hand sector with very defined positions and the loss of identity communicated by Cash Converters during the last few years” Identity The challenges
  15. 15. 15 The brief To define a new brand positioning based on data to give a new personality and drive all communications (physical, online, marketing, sales…)
  16. 16. 16 Our approach We needed to understand how Cash Converters is communicating its core values 01 0402 03 We needed to test how shared identity is perceived by the key stakeholders of the company We needed to define with Cash Converters which are the customers we want to acquire (not just the current ones) Corporate identity communicated Perceived positioning Key audiences and how to engage with them We wanted to reposition the brand with a new creative concept oriented to be relevant and aligned with Cash Converters’ strengths Brand positioning to drive every action of the brand (internally and externally)
  17. 17. The team 17 And, of course, Cash Converters Digital strategy Team Creative team
  18. 18. The path 18 PERFORM ANCE IMAGERY JUDGEM ENTS FEELINGS SALIENCE IDENTITY MEANING RESPONSE RATIONAL EM O TIO N AL RELATIONSHIPS Keller's Brand Equity Model
  19. 19. The analysis 19 General audience Corporate identity communicated Perceived positioning Customers Co workers Franchises Is perceived by Perceptions generate
  20. 20. The context 20 BOLD UNIQUENESS NEXT STEP IN A COMPETITIVE CONTEXT
  21. 21. Understanding the communicated identity 21 • Focus of communications • Approach to campaigns and communications • Tone of voice • Possible paths for positioning • Client focus on buying and selling • Product focus • Approach to sales within physical stores and online • Driving sales with rational incentives, e.g. competitive pricing • How emotional marketing is used to generate positive brand awareness and associations What we needed to track
  22. 22. Understanding the communicated identity 22 The sources of analysis Published content Customer service Internal reports Social Media strategic docs Social Media reports Owned media
  23. 23. Understanding the perceived positioning 23 BRAND STAGE GOAL KEY ISSUES WE NEED TO UNDERSTAND Rational Emotional POSITIVE REACTIONS RESPONSE - Reasons to choose CC vs competitors - Shopping experience - Service experience - Reasons for recommendation and prescription - Brand experience - Satisfaction reasons - Why would users recommend Cash Converters BRAND ASSOCIATIONS MEANING - Key advantages perceived by the customer (price, convenience, uniqueness of products, ease, purchase / sale service ...) - Drivers of purchase / sale - Emotional associations - Reasons for generating bonds with the brand SALIENCE IDENTITY - Cash Converters brand perception - Media impact of the brand - Top of Mind (Share of Voice)
  24. 24. Research techniques 24 QUANTITATIVE QUALITATIVE OFFLINE ONLINE Panel surveys Online surveys Focus groups Panel tracking Media analysis Listening Audience profiles Online communities Customer Journey inspiration observation immersion
  25. 25. Understanding the perceived positioning 25 TARGET TECHNIQUE OUTCOME GENERAL AUDIENCE CUSTOMERS CO WORKERS FRANCHISES INTERVIEWS INTERVIEWSSURVEYSMONITORING REVIEWS SURVEYS MONITORING REVIEWS Standardised data about identity, meaning and response
  26. 26. Now it’s time to define
  27. 27. The basic approach of positioning is not to create something new and different, but to manipulate what’s already up there in the mind. The most difficult part of positioning is selecting that one specific concept to hang your hat on. Successful positioning requires consistency. You must keep at it year after year. Al Ries
  28. 28. Possible brand positioning paths 28 We took three possible positioning paths extracted from the analysis stage. Then, we ranked them by giving them values in the four key areas of the brand.
  29. 29. How the paths match with the audiences 29 What really matters is their attitudes
  30. 30. 30 So we created a positioning based on an attitude The output
  31. 31. 31 The output A new claim for the company that is guiding everything they do, both internally (processes) and externally (comms) A brand manifesto with all the key issues that differentiates Cash Converters from the other brands A new tone of voice to be applied to everything the brand does or says A refurbished design style aligned with the new positioning Brand guidelines to drive all the communications Implementation plan to activate the positioning in the communications plan, marketing actions, web, operations…
  32. 32. Key learnings 32 The analysis always takes longer than expected Arrange frequent catch ups between agency and client (although not too many of them) 80/20 still works Never miss a line of business Listen to your own employees If it’s not aligned with the brand core meaning, it doesn’t work
  33. 33. Barcelona • Brighton • Ciudad de México • Madrid goodrebels.com • @GoodRebels Data. Creativity. Tech.

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