Best Practices Day 2008
6th October 2008
When a brand needs to move on
Understanding Brand Transition
Needs & Challenges
By Nadia Munawar Siddiqui
Director - Office of Corporate Affairs
JS Group
Page 1
Road Map
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About JS
Brand reengineering - Compelling reasons
New Brand Vision
Brand Transition
Page 2
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
Industrial
Transportation
Financial
Services
Resources
Infocom
Property
Page 3
Financial Services
JS Group Financial Services Businesses
Banking
Insurance
JS Bank
Commercial Bank
EFU General Insurance
Bank Islami
Islamic Bank
JV with Dubai Bank and DCD
EFU Life Assurance
Network Microfinance Bank
Microfinance
JV with Network Leasing
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
WebDNA
Independent ATM Network
Provider
Mobex
Mobile Payments Solutions
4
Page 4
Non-Financial Businesses
JS Industrial
JS Infocom
Al Abbas (MDF, Ferro Alloy)
Eye TV Network (TV Channels)
Al Abbas Sugar Mills
JS
Transportation
Azgard 9 (Denim/Textiles)
Airblue (Commercial airline)
Dadex (Piping & Services)
JS Air (Charter airline)
PICT (Container Terminal)
PAFL (Fertilizer)
RAK Ghani Glass LLC (Glass)
JS Property
JS Resources
MoU with Accor for IBIS hotels
Sprint Energy (CNG retail)
Investments in the US,
Hascombe Oil (Oil Marketing Co.)
UAE, and Pakistan
Investments in E&P Oil and Gas
Significant property development
portfolio in Pakistan
Exploration in US, Pakistan,
Oman & UAE
Page 5
Road Map
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About JS
Brand reengineering - Compelling reasons
New Brand Vision
Brand Transition
Page 6
Jahangir Siddiqui & Co. in 2003
• Companies
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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
Page 7
Brand re-engineering – Compelling Reasons
Page 8
Brand re-engineering – Compelling Reasons
Page 9
Brand Inconsistency – Impacts
• Looks unprofessional
• Shows a lack in group cohesion
• Gives an unclear message
• Creates the impression of poor attention to
detail
Page 10
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
Page 11
Road Map
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•
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About JS
Brand reengineering - Compelling reasons
New Brand Vision
Brand Transition
Page 12
New Brand Vision
Develop the brand as the driver of
JS Group’s growth strategy.
Page 13
Brand Vision
Grow and diversify
BRAND
Recognized
Consistent
Adaptable
Page 14
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
Page 15
Road Map
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•
•
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About JS
Brand reengineering - Compelling reasons
New Brand Vision
Brand Transition
Page 16
Transition Framework
2) Implement
3) Sustain
Change the
mindsets
Brand Image
& Identity
Infrastructural
Changes
Governance
framework
Perform &
sustain
Strong Consistent Brand
1) Establish
Page 17
Transition Framework
2) Implement
3) Sustain
Change the
mindsets
Brand Image
& Identity
Infrastructural
Changes
Governance
framework
Perform &
sustain
Strong Consistent Brand
1) Establish
Page 18
Transition – How?
What the JS brand needed to represent
Group values
History and heritage
Vision
Services / Business areas
Experience / Perceptions
Unique Identity
Page 19
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
Page 20
Moving Forward
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Create a Brief
Work with experts
Get Feedback
Invest time, money and resource
Page 21
The Transition
The Transition
Page 22
The JS brand
• 7 Attributes of the JS brand
Progressive
Dynamic
Innovative
Diversity
Direction
Established
track record of
success
Strength & adherence
to traditional business
values
Page 23
Transition Framework
2) Implement
3) Sustain
Change the
mindsets
Brand Image
& Identity
Infrastructural
Changes
Governance
framework
Perform &
sustain
Strong Consistent Brand
1) Establish
Page 24
Brand Experience
Employee
Interactions
Advertising
PR / Media
Word of Mouth
Product
Experience
Partnerships
Page 25
Infrastructure
New brand image rollout across the company
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Website
Marketing Approach
Advertising – External Communications
Annual Reports and Publications
Stationery
Signages
Page 26
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Annual Reports
Page 28
Mindset Management
Page 29
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
Page 30
Governance Framework
Ensure consistency in your image and brand
messaging
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Identify Brand Custodians
Create brand usage guidelines
Work with trustworthy printers
Standards of Practice - PR and marketing
Page 31
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
Page 32
Bringing Change Together
Brand
Logo - Values - Behaviors
External
Internal Engagement
Culture
Communications
Awareness
Recruitment
Brand Guidelines
Understanding
Management
Brand Architecture
Engagement
Performance Dev.
Marketing
Marketing and Comms.
Human Resources
Client and Employee Brand Experience
Page 33
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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Page 41
Transition Framework
2) Implement
3) Sustain
Change the
mindsets
Brand Image
& Identity
Infrastructural
Changes
Governance
framework
Perform &
sustain
Strong Consistent Brand
1) Establish
Page 42
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
Page 43
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
Page 44
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 45
Conclusion
• Clarity – within a brand’s image is what
makes it successful
• Customers must recognize that your
master brand stands for something
Page 46