JS - Brand Transition - Sidat Hyder

disgustedtukwilaInternet and Web Development

Dec 14, 2013 (3 years and 9 months ago)

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1

When a brand needs to move on

Understanding Brand Transition

Needs & Challenges

By Nadia Munawar Siddiqui

Director
-

Office of Corporate Affairs

JS Group

Best Practices Day 2008

6
th

October 2008

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2

Road Map


About JS


Brand reengineering
-

Compelling reasons


New Brand Vision


Brand Transition


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3

About JS Group



JS Group is one of the largest financial services groups and a
diversified investor in Pakistan. In addition to financial services, the
Group has five core areas of operation

Financial
Services

Transportation

Resources

Infocom

Property

Industrial

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4

4

Financial Services

JS Group Financial Services Businesses

Banking

JS Bank

Commercial Bank


Bank
Islami

Islamic Bank

JV with Dubai Bank and DCD

Network Microfinance Bank

Microfinance

JV with Network Leasing

Insurance

EFU General Insurance



EFU Life Assurance



Allianz EFU

Health Insurance

JV with Allianz

Non Banking

JS Global Capital

Securities Brokerage and

Corporate Finance

JS Investments

Asset Management


Financial Services Infrastructure

Credit
Chex

Consumer Credit Bureau

Licensee of Experian

Mobex

Mobile Payments Solutions


WebDNA

Independent ATM Network

Provider

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5

Non
-
Financial Businesses

JS Industrial

Al Abbas (MDF, Ferro Alloy)

Al Abbas Sugar Mills

Azgard 9 (Denim/Textiles)

Dadex (Piping & Services)

P
ICT (Container Terminal)

PAFL (Fertilizer)

RAK Ghani Glass LLC (Glass)

JS Infocom

Eye TV Network (TV Channels)

JS
Transportation

Airblue (Commercial airline)

JS Air (Charter airline)

JS Property

MoU with Accor for IBIS hotels

Investments in the US,

UAE, and Pakistan

Significant property development
portfolio in Pakistan

JS Resources

Sprint Energy (CNG retail)

Hascombe Oil (Oil Marketing Co.)

Investments in E&P Oil and Gas

Exploration in US, Pakistan,

Oman & UAE

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6

Road Map


About JS


Brand reengineering
-

Compelling reasons


New Brand Vision


Brand Transition


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7

Jahangir Siddiqui & Co. in 2003


Companies


Jahangir Siddiqui & Co


Jahangir Siddiqui Capital Markets


Jahangir Siddiqui Investment Bank


ABAMCO


DCD JS Factors


Trustworthy reputation in finance sector


Business vision of growth and
diversification

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8

Brand re
-
engineering


Compelling Reasons

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9

Brand re
-
engineering


Compelling Reasons

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10

Brand Inconsistency


Impacts


Looks unprofessional



Shows a lack in group cohesion



Gives an unclear message



Creates the impression of poor attention to
detail



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11

Brand Consistency
-

Impacts


Give meaning to our name



Set us apart from the competition



Make us recognizable



Create a feeling of trust



Communicate the nature of the group




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12

Road Map


About JS


Brand reengineering
-

Compelling reasons


New Brand Vision


Brand Transition


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13

New Brand Vision



Develop the brand as the driver of

JS Group’s growth strategy.


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14

Brand Vision

Grow and diversify

BRAND

Recognized

Consistent

Adaptable

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15

Brand Vision
-

Milestones


Develop a brand that could be recognized and
understood in a global consumer market



Brand that showed a consistent identity and
represented all the brand values:
Strong
,
trustworthy

and
dynamic



A brand which was flexible to suit the needs of
the groups diversified business portfolio sectors,
from banking to funds management, from
aviation to hospitality and beyond

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16

Road Map


About JS


Brand reengineering
-

Compelling reasons


New Brand Vision


Brand Transition


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17

Transition Framework

Brand Image
& Identity

Change the
mindsets

Infrastructural
Changes

Governance
framework

Perform &
sustain

1) Establish

2) Implement

3) Sustain

Strong Consistent Brand

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18

Transition Framework

Brand Image
& Identity

Change the
mindsets

Infrastructural
Changes

Governance
framework

Perform &
sustain

1) Establish

2) Implement

3) Sustain

Strong Consistent Brand

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19

Transition


How?

What the JS brand needed to represent


Group values

History and heritage

Vision

Services / Business areas

Experience / Perceptions



Unique Identity

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20

Addressing Perceptions



Indirect interaction



logo, advertising,
printed publications, press releases, news,
sponsorship, etc



Direct interaction



The service a customer
receives, the appearance of localities, the
experience a customer has of services

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Moving Forward


Create a Brief


Work with experts


Get Feedback


Invest time, money and resource

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22

The Transition

The Transition



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23

The JS brand




7 Attributes of the JS brand

Strength & adherence
to traditional business
values

Progressive

Innovative

Dynamic

Direction

Diversity

Established
track record of
success

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24

Transition Framework

Brand Image
& Identity

Change the
mindsets

Infrastructural
Changes

Governance
framework

Perform &
sustain

1) Establish

2) Implement

3) Sustain

Strong Consistent Brand

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25

Brand Experience

Advertising

PR / Media

Product
Experience

Word of Mouth



Employee
Interactions

Partnerships

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Infrastructure

New brand image rollout across the company



Website


Marketing Approach


Advertising


External Communications


Annual Reports and Publications


Stationery


Signages

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Annual Reports

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Mindset Management

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Mindset Management
-

Internal

Ownership and pride in communicating
the new brand image


1.
Training on brand identity

2.
Connect identity with services offered

3.
Rethink recruitment, induction and
performance appraisal


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Governance Framework

Ensure consistency in your image and brand
messaging



Identify Brand Custodians


Create brand usage guidelines


Work with trustworthy printers


Standards of Practice
-

PR and marketing


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Coordinating Implementation

Office of Corporate Affairs


Responsible for consistent implementation of the
brand across the Group


Development of efficient printing and marketing
processes


Hold each division accountable to brand
implementation standards


Working with people to find solutions to
problems with implementation as they arise

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33

Bringing Change Together

Brand

Logo
-

Values
-

Behaviors


External

Communications

Brand Guidelines

Brand Architecture

Culture

Recruitment

Management

Performance Dev.

Internal Engagement

Awareness

Understanding

Engagement

Marketing

Human Resources

Marketing and Comms.

Client and Employee Brand Experience

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34

Brand Relationship



Master brand is the main driver



Single brand architecture



Common look & feel



Sub
-
brands



Master
-
brand followed by descriptors



Master brand remains the frame of reference, but is
stretched by sub
-
brands that add associations

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40


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41

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Transition Framework

Brand Image
& Identity

Change the
mindsets

Infrastructural
Changes

Governance
framework

Perform &
sustain

1) Establish

2) Implement

3) Sustain

Strong Consistent Brand

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43

Sustaining and Monitoring the Brand


Create and introduce success benchmarks &
control measures


Consistently audit the implemented measures


Don't be afraid to change


Monitor branding and marketing strategies
implemented by group companies


Conduct brand audits


to keep a check on
brand failures


Ensure in all activities, that the brand is always
the driver of JS Group’s growth strategy

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44

Measuring Performance

Business
Impact


Accuracy of implementation


Employee commitment to brand


Financial

Impact


Measurable return on investment


Efficiency of new processes

Customer
Impact


Customer loyalty


Consumer perception


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45

Conclusion


Your brand is the backbone of your
business strategy



Constantly ask yourself if your image and
customer experience is consistent with
your desired brand positioning



Don't be afraid to change things



Page
46

Conclusion


Clarity


within a brand’s image is what
makes it successful



Customers must recognize that your
master brand stands for something