Putting it into practice: Implementing a distinctive strategy and identity in a commercial organisation

Transcription

1 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

2 S.A. Brain & Company Family-owned company founded in 1882

3 S.A. Brain & Company Brewery and head office in the centre of Cardiff

4 S.A. Brain & Company 250 pubs and bars in Wales and South-West England

5 S.A. Brain & Company 120 million turnover; 2,000+ employees Most famous for Brains SA and sponsoring Welsh rugby

6 Brains brand =... Beer + Pubs + People + Company

7 Starting point Gain full understanding of current perceptions of Brains through comprehensive research programme Consumers Employees Trade

8 Consumer research summary Positives Tradition, heritage Familiarity, warmth Local affinity Quality beer Appeal to older drinkers Negatives Old-fashioned, conservative Uninspiring, predictable Cardiff-Centric Basic pubs Alien to younger audience

9 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

10 Company vision statement To be Wales leading independent brewing and hospitality business, increasingly recognised by consumers throughout the UK

11 Why relaunch the Brains brand? Externally Increase trade and consumer demand Raise profile of the company Generate positive publicity Improve relationships with other businesses

12 Why relaunch the Brains brand? Internally Enhance employee sense of pride and belonging Improve morale and sense of esteem Aspirational company to work for

13 Requirements for revitalised brand Be engaging Have a point of view Be distinctive and different Deliver it consistently

14 Requirements for revitalised brand 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

15 Living the brand 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

16 Living the brand Value is created when customers interact with the organisation, not just when they consume its products or services

17 Your people are vital to your brand Most likely reasons to repeat purchase/visit? 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%

18 Your people are vital to your brand Single most important reason not to repeat purchase/visit Staff-related issues* Quality/range of products/service Advertising/promotions/brand Price Other 45% 17% 14% 13% 11% * Staff-related issues include:- - How staff treated you - How staff handled your enquiry/complaint - Staff enthusiasm - Staff knowledge - How staff represented the company

19 Developing the revitalised brand 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

20 A more confident Wales

21 Core brand idea Positivity

22 Why positivity? 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!

23 Positivity & Brains 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

24 Positivity & Brains External Communication + Internal Culture

25 Rebuilding the Brains brand Migrating the Values CURRENT CORE Tradition/Neutrality DESIRED CORE Positivity COMPANY VALUES Family Heritage Integrity Independent Conservative = = = COMPANY VALUES Family Heritage Integrity Independent Forward-thinking

26 Rebuilding the Brains brand Migrating the Values CURRENT PRODUCT VALUES Cardiff Unadventurous DESIRED PRODUCT VALUES Welsh Innovative

27 Rebuilding the Brains brand Migrating the Values DESIRED TONE OF VOICE Engaging Optimistic Knowing sense of humour Contemporary

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29 Brand relaunch and marketing

30 Positive change from within 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

31 Positive change from within Improve communication

32 Positive change from within Improve recognition of positive behaviour

33 Positive change from within Focus on training and development Management development programme The Power of Positive Leadership

34 Positive change from within Behaviour change in pubs

35 Positive change from within Business development in pubs

36 Positive change from within Recruitment and induction

37 Company logo

38 Pub signage

39 Vehicle liveries

40 Product design

41 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

42 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!

43 Launch poster

44 The press were hooked

45 Positive result?

46 Not this time

47 Wish we were there

48 On tap at home

49 New distribution drive?

50 Forecast looking good

51 Thumbs up TV commercial

52 Ours is unique

53 Think about it

54 The ultimate Christmas present

55 Wales rugby sponsorship

56 Always think positive 2005 poster

57 Match day atmosphere

58 Victory v. England at last

59 The girlfriend was pleased

60 We couldn t resist it

61 Western Mail and Daily Mail coverage

62 Problem or opportunity?

63 It s official

64 Just imagine.

65 Grand slam heroes are back

66 Wishful thinking

67 Biased ref?

68 ...and the press ran them too

69 Revitalising our most famous brand

70 Tying it back into sponsorship

71 Grand Slam treble 2005, 2008, 2012

72 Employee engagement

73 Innovation and new product development

74 Updated presentation

75 Wales answer to Guinness

76 Brains Craft Brewery

77 Salt

78 Grape & Olive

79 Café bars

80 How has Brains performed?

81 Sales and market share 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

82 Quantitative research 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%

83 Qualitative research 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

84 Employee surveys 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%

85 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

86 Key principles 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

87 At Brains, the glass is

88 Contact John Rhys Chairman S.A. Brain & Company The Cardiff Brewery Cardiff CF10 1SP John Rhys Managing Partner Heavenly Brand Consultancy 183 Eversholt Street London NW1 1BU