Roche Brand Architecture in detail. May 2018

Transcription

1 Roche Brand Architecture in detail May 2018

2 Introduction The Roche Brand Architecture distinguishes between three levels: Group/Master Brand (Roche), Company/Corporate Level (Roche, Genentech, Chugai) and Product/Solutions Level. There are no other levels or Brand Architecture at Roche.

3 Master Brand / Group Level Summary Roche is the master Brand and the only Brand at the Roche Group Level. This means: Activities representing the Roche Group as a whole are always branded Roche e.g. global communications facing all employees or Group Media or Investor activities. All entities of the Roche Group derive their core elements through the Roche Brand, sharing the same Purpose Statement, Values Courage, Integrity, Passion, Strategic Framework and the five Brand Attributes Brave, Led By Science, Empathetic, Open-Minded and Lasting. This is true even if they have a different visual expression.

4 Master Brand / Group Level Application Rules Only the CEC can make changes to the Roche Brand, e.g. changes to the Purpose Statement, Values, Strategic Framework and Brand Attributes and Narrative, as well as to Roche logo and corporate Brand Architecture. Also, the Purpose Statement, company values or similar may not be adapted (e.g. Doing now what neuroscience patients need next ). The tagline A Member of the Roche Group can only be designated by the Roche Corporate Executive Committee.

5 Company Brand/Corporate Level: Divisions and Geographies Summary Any activity in which we are building trust and reputation primarily for our organisation and/or wherein our organisation s value proposition and capacities are central to stakeholder interaction is considered corporate or company branded. In some instances, this has been dubbed unbranded or above product branding to differentiate these interactions from product branding. Divisions, departments, organisational units, initiatives and collaborations, as well as any noncommercial stakeholder-facing activities always use corporate level branding (i.e. Roche or Genentech or Chugai as defined by geography). Roche has two business divisions: Diagnostics and Pharmaceuticals and two separate Pharmaceutical Research Organisations: pred and gred. In addition, Group functions, such as Legal, Finance, HR and Communications manage cross-group tasks. Chugai, a Member of the Roche Group, is a stock-listed company in which Roche holds a majority stake.

6 Company Brand/Corporate Level: Divisions and Geographies Summary Use of Roche : Unless explicitly stated otherwise, all operations are conducted under the Master Brand Roche, including: activities of the Diagnostics Division the Pharmaceuticals Division outside the US and Japan Pharma Research and Early Development (pred) Roche Partnering Use of Genentech. A Member of the Roche Group : For strategic reasons, Roche has retained the Genentech corporate Brand for use in the following functions: the Pharmaceuticals Division of Roche operates as Genentech in the U.S. Genentech Research and Early Development (gred)

7 Company Brand/Corporate Level: Divisions and Geographies Summary Use of Chugai. A Member of the Roche Group : In Japan, Pharmaceuticals activities are conducted through Chugai. Both Genentech and Chugai are signified as part of the Group by adding the strapline A Member of the Roche Group. Maintaining the existing name and logo, and adding "A Member of the Roche Group" is not a generally acceptable solution, but a rare exception. It is reserved for large strategic partnerships, where the brand is deemed a key asset with the market and external stakeholders.

8 Company Brand/Corporate Level: Divisions and Geographies Application Rules Only the CEC can make decisions to allow for another company Brand to remain separate. Only the CEC is allowed to designate the A member of the Roche Groupstrapline. Divisions cannot develop separate Purpose Statements or external Mission/Vision Statements, as this creates stakeholder confusion and sense of separation from Roche. Divisions will not create separate Roche Pharmaceuticals or Roche Diagnostics Brands or Brand-like entities.

9 Company Brand/Corporate Level: Divisions and Geographies Application Rules For Genentech guidelines, see brand.gene.com When positioning Roche in a country, always speak of Roche in the UK, Germany, etc. (not Roche Germany, Roche UK ) Internal Mission/Vision Statements are allowed, but should relate in their meaning to the Purpose Statement. They should not have a tagline character. They may not be used towards external stakeholders to avoid confusion or dilution of the Roche Purpose. (i.e. WRONG: Doing Now What Children Need Next or Pharma IT - We innovate with courage and passion )

10 Product /Solutions Level Summary At the Product Level, Roche maintains product/ solution brands with their own specific identities. The relationship between product and company Brand differs in the Pharmaceuticals and Diagnostics Division. In Pharmaceuticals, Roche and Genentech operate as Houses of Brands, i.e. the Product Brand is the focus of commercials activities to customers. In Diagnostics, commercial activities increasingly are leveraging the Roche company Brand, paving the way towards a Branded House.

11 Diagnostics Products and Solutions (new and future) (Product Level) Summary In Diagnostics, Roche is pursuing an approach that simultaneously 1) manages existing product brands with equity in the marketplace and 2) places future product solutions under a Branded House approach. This means that any new products and services use the Roche Brand standards - if they are not part of an existing product brand (such as cobas). This signals increased integration between and across product offerings, leverages the Roche value proposition and ensures efficient use of resources. Existing product/ solution brands with equity in the market (e.g. cobas, CoaguChek, CustomBiotech, Accu-Chek) continue to be used.

12 Diagnostics Products and Solutions (new and future) (Product Level) Application Rules Products and services have a specific name (e.g. the wordmark NAVIFY), but no new Brand (i.e. logo, colour palette, etc.) is created. For cobas, CoaguChek, CustomBiotech, Accu-Chek, separate guidelines apply.

13 Pharmaceutical Products Summary The Pharmaceutical Division continues to pursue a House of Brands approach, i.e. the Product Brand stands at the center of commercial positioning. However, the Roche Brand remains the parent and some rules apply. Pharmaceutical Product Brand standards are set by the respective Lifecycle Team, which are responsible for ensuring new and existing Product Brands follow the Roche rules for Pharmaceutical products.

14 Pharmaceutical Products Application Rules Materials must adhere to Roche or Genentech Brand standards for Pharmaceutical products, e.g. packaging standards and use of the Roche white strip.

15 Business Units/Franchises/Sites Business Units in Diagnostics, Disease Areas/Franchises/Therapeutic Areas in Pharmaceuticals, gred and pred are not Brands. Wordmarks may be used to signify an organisational unit at Roche, but only if there is a business need with an on the creation and dissemination of such a wordmark. A «no-logo-policy» applies. Business Units and Franchises cannot develop separate Purpose Statements or external Mission/Vision Statements, as this would dilute the Roche Brand, confuse stakeholders, create a sense of separateness from the Roche Purpose and hamper strategic alignment across Roche. Business Units and Franchises cannot develop tag- or straplines. Internal Mission/Vision Statements are allowed, but should ladder up in meaning to the Purpose Statement and reflect the Roche Values and the Brand Attributes.

16 Global Congresses Booths at global congresses are company branded. Global Congresses increasingly raise questions about whether to use Roche and Genentech, as the audience for them is both US and non-us. As a general rule, congress booths are branded either Roche or Genentech (never as product, whether Diagnostics or Pharma). For cost-effective reasons, there should only be one Roche Group booth at a Congress branded either Roche or Genentech. When co-branding is required, a lead Brand must be designated (either Roche if outside the US or Genentech within the US), with the other Brand presented in an adequately separate manner.

17 M&A Integration of new companies and assets Roche is a globally renowned and respected corporate brand with considerable equity. It stands for a clear strategy in the healthcare business and well-defined values. In order not to dilute or weaken the brand, and in the interest of a clear and uncluttered brand architecture, small and mid-sized companies that have been acquired by Roche will be fully integrated into Roche, and hence into the Roche brand framework. The Roche Corporate Identity will be implemented, i.e. the companies will follow the Roche Corporate Design Guidelines in all matters of branding and design. This means that existing company logos have to be discontinued. The re-branding of any acquired company should take no longer than 24 months.

18 M&A Integration of new companies and assets If the acquired company has products in its portfolio which have a strong market position, the product brands may be maintained for reasons of continuity (e.g. "LightCycler"). Note that this exception only applies to customer-facing, commercialised products (B2B or B2C). Maintaining the existing name and logo, and adding "A Member of the Roche Group" is not a generally acceptable solution, but a rare exception. It is reserved for large strategic partnerships, where the brand is deemed a key asset with the market and external stakeholders. This option must not be offered to the other negotiating party in the hope that it may somehow alleviate for them the process of being acquired.

19 Partnerships and Collaborations Roche is increasingly entering partnerships with companies wherein Roche is an enabler, yet not the primary face of the partnership. Well-run and visible partnerships by Roche enhance our reputation and visibility and attractiveness as a partner. To make Corporate branding decisions, it is required to first establish the role of Roche within the partnership: If Roche is the lead partner, Roche branding applies. Partner companies are recognized by adding their logo in similar size to the Roche logo (with adequate space). An example would be the Roche-led clinical development of an in-licensed compound or the commercialisation of FMI services by Roche ex- US. If Roche is not the lead partner, then Roche Brand elements (fonts, colours, etc.) should not be used.

20 Partnerships and Collaborations If the partnership creates a new entity, in which Roche is not the leader, new branding may be developed specific to that partnership. In this case, Roche branding may not be used. Under no circumstances is hybrid branding allowed (i.e. mix of brand elements from different entities). In case specific products or services are marketed by Roche under a partnership with another company, materials must adhere to Roche Brand standards for Products. Partnerships should not be confused with Endorsements or Sponsorships. The Roche owners of such partnerships are accountable that in any instance, branding decisions are made in the best long-term business interest of Roche.

21 Foundation Medicine An example is marketing material from Foundation Medicine, wherein Roche appears as distributor ex-us but Roche has no responsibility over or involvement in the commercialisation of Foundation Medicine services in the US. E.g. Under the partnership with FMI, Roche applies product branding for the FMI services (FoundationOne, FoundationOne Heme, FoundationACT) commercialised ex-us. Branding assets and guidelines issued by FMI for these services may be adopted by Roche for ex-us commercialisation to the extent they are adhering to the Roche Brand standards.

22 Commercial Sponsoring and Non-Commercial Sponsoring Sponsoring means Roche is paying or supporting a third party activity in return for philanthropy, reputation, visibility or similar positioning of the company Brand. The Roche logo or The Roche Hexagon or The Housemark can be used on sponsor material if clearly visible as a sponsor. Sometimes sponsoring includes the option for advertisement or advertorial. In these cases, Roche corporate ads may be used. External facing content must respect the breadth of Roche s overall value proposition (i.e. not be purely functional or divisional). Joint use of logos is restricted to Project activities and each new such use will be approved in writing on a use-by-use basis and prior to such use. Important: the choice of sponsorship needs to be in line with Roche s values e.g. Roche would not advertise or sponsor content in a dubious publication or one promoting goals contrary to our purpose.

23 Vendor Endorsements Frequently, Roche is asked to provide an endorsement in form of our logo with a partner or vendor for their commercial purposes. These endorsements require approval. Rationale: Well-run and visible partnerships by Roche enhance our reputation and visibility as a partner.

24 Recruiting All recruiting follows the Corporate Brand standards. No separate Employer Brand standards should be developed and existing separate standards will be gradually merged into the Roche Brand standards. For Genentech entities in the US, Genentech Brand guidelines apply.

25 Marketing Campaigns (Diagnostics) Either 1) follow the Roche Brand guidelines. No logo policy -- this means that no new logos should be created for this initiative or program. Wordmarks may be used to signify a Roche-led initiative or program at Roche. Or 2) if the campaign is for an existing product brand (e.g. cobas), those Brand guidelines apply. Consider the need to connect to the broader value proposition of Roche and the One Roche Diagnostics Business strategy.

26 Marketing Campaigns (Pharma) Marketing in Pharmaceuticals markets is highly restrictive to physicians in most markets and focused on specific product value proposition, use product Brand guidelines when running a product marketing campaign.

27 External Initiatives and Programs (Division, Business Unit) Follow the Roche Brand guidelines. No logo policy - this means that no new logos should be created for this initiative or program.. Wordmarks may be used to signify a Roche-led initiative or program at Roche. Do not build an external claim or tagline that competes or could be confused with the Roche Purpose Statement.

28 Disease Awareness / Patient Education Campaigns Following the Roche Brand guidelines is required to establish a link to Roche s organizational expertise, ensure a seamless experience for users, to strengthen Roche Brand equity (particularly with patients) and to ease integration of content with Roche channels.

29 Medical Affairs Follow the Roche Brand guidelines. No logo policy - this means that no new logos should be created for this area. Wordmarks may be used to signify a Roche-led initiative of program at Roche.

30 Policy/Advocacy Follow the Roche Brand guidelines. No logo policy - this means that no new logos should be created for this area. Wordmarks may be used to signify a Roche-led initiative of program at Roche.

31 Internal Initiatives & Programs Follow the Roche Brand guidelines. No logo policy - this means that no new logos should be created for this initiative or program. Wordmarks may be used to signify a Roche-led initiative of program at Roche.

32 Apps Apps for external use developed by Roche are not brands in themselves. They should use colours and fonts from the Roche palette, particularly in their application icon design. Apps linked to pharmaceutical products use the respective products colour palette. Apps linked to existing diagnostics product brands (e.g. Ocrevus, cobas) use the respective brand standards. Icons used to require a Roche strip and logo which decreased the space for icons.

33 Drug Combinations (Pharma) Roche does not create franchise brands. A more coherent visual representation of drug Combinations (e.g. Zelboraf and Cotellic or Herceptin/Perjeta/Kadcyla) can be achieved by aligning or unifying the Brand standards for the respective products. Whether and how is in the responsibility of the respective lifecycle teams.

34 Drug Combinations (Pharma) Roche does not create franchise brands. A more coherent visual representation of drug Combinations (e.g. Zelboraf and Cotellic or Herceptin/Perjeta/Kadcyla) can be achieved by aligning or unifying the Brand standards for the respective products. Whether and how is in the responsibility of the respective lifecycle teams.

35 Doing now what patients need next