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Rebranding: Revolution or evolution

25 March 2011

HKLM GROUP

Building B 4 Kikuyu Road SunninghillPrivate Bag X100 Sunninghill 2157 Johannesburg South Africa

Telephone +27 (0)11 461 6600

Facsimile +27 (0)11 461 6606

www.hklmgroup.com

IDEAS DELIVERED CAPE TOWN DUBAI JOHANNESBURG LAGOS NAIROBI

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HKLM Introduction

Established 2003 in Jozi, SA

Independent and agile

Focused on emerging markets

Offices in: CT / JHB / DXB / NRB / LAG

Diverse team of highly talented, cross-discipline skills total: 40 people.

We are not an ad agency – (although we offer advertising)

Trusted advisors

Guide: strategy,

creative differentiation

activation / implementation

solutions neutral communication

……….Ultimately stimulating demand lead growth and sustainable competitive advantage - in a world of

product and service parity

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HKLM Introduction: some of our clients

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Looking at the evolution of

what ‘brand’ means

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Brand is a mark

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Brand is a trademark

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Brand is a promise

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Brand is reputation

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Brand is the perceptions

created by all theinteractions you have with

your clients

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“A brand is simply a word, for afile in the mind”

– Michael Wolff

Visual associations

Associated

sounds, smells, tastesPast associationsAssociated experiencesAssociated messages

Associated emotions

Perceived value

1

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1

From backside to brain..

a brand is a mark / impression

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http://slidepdf.com/reader/full/evo-revo-24-03-11 12/72Brand change gone wrong

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1A bad start to the week

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1

“Monday: fresh thinking

doughnuts hot coffee”

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1

PWC Consulting and their

brand agency probablytried too hard reinvent their

brand

F

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1

Monday: dead by Tuesday,Let’s take a look at how not

to end up in that position

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http://slidepdf.com/reader/full/evo-revo-24-03-11 17/72Why change?

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1Adapt or become irrelevant

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1Fashion changes

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2People’s needs changes

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2The world changes

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2

The pace of change is

different in different realms

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2

But everything must adaptor it will eventually not

exist... Its about responding to your

environment

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2But how though?

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http://slidepdf.com/reader/full/evo-revo-24-03-11 25/72Evolution or revolution

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2

Really this term in brandscommonly refers to brand

identity and design

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2Evolutionary change

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2Revolutionary change

A +

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2

r evolutionWhat’s the difference,

other than the “r”

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3You don’t notice it

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3Small improvements

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3less risky

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3Less costly

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3Characteristics of revolution

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3A change of constitution

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3

Indicates fundamental

change

A +

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3


change

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3


change

A +

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4Can turn you around

?

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4Needs clear communication

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The space between

evolution and revolution

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4

Its not simply one or theother. There’s an endless

range

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4

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5

F

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5

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When to change

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5

5 years is a rule of thumb

for brand identity refresh

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5

Mergers or structural

business changes

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5

Two of the key indicators of

brand strength are differentiation and

relevance

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5

If you are in a competitor

set of parity

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5

Or find your brand

struggling for relevance

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Beyond brand identity

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6

We’ve been looking at

logos mostly.. But brandsare based on perceptions

right?

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6

In order to really change a

brand must change all it’spoints of interaction:

environment, service andbehaviour, digital, stakeholder

communications etc

R b di R l ti l ti

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6

What you do today is moreimportant than what you

say

F

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The shifting sands

R b di R l ti l ti

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6

Social media is one of theforces creating more

transparency – promises aretested now more than ever

before. The good getcelebrated and the bad get

berated

Rebranding Re ol tion or e ol tion

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6

“Your customers want to do

things, not buy things;They want to listen to each

other, not you; and theywant to adapt your brand

to make it their own”

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Revolutionary brand

thinking


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6

Brands that are winning in

today’s environment are those responding best to the new

challenges and expectations


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6


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7

Real brand revolutions arethose where businesses are

changing what they’re about and using identity to reinforce

that

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Maybe we should change

the way we think about

brand evolution andrevolution to be more

about who we are andwhat we do than how we

look


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