branding campaign - proposal

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Branding campaign - Proposal. "The purest treasure mortal times afford is spotless reputation; that away, Men are but gilded loam or painted clay." William Shakespeare Richard II. Strategic planning. I. Brand Positioning Statement II. Brand Slogan - PowerPoint PPT Presentation

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Branding campaign - Proposal

1Branding campaign - Proposal "The purest treasure mortal times afford is spotless reputation; that away,Men are but gilded loam orpainted clay."

William ShakespeareRichard II2Strategic planningI. Brand Positioning Statement

II. Brand Slogan

III. Main direction for developing Brand Rethoric

IV. Main directions for developing internal coomunication (Environmental Branding)3I. Brand Positioning Statement4I. Brand Positioning Statement5I. Brand Positioning Statement (according to company mission from www.olympic-casino.com)

This positioning statementunderline the idea of innovation,due to the vanguard approach of casino management6I. Brand Positioning StatementArgumentation:

by using a metaphor can be of great help due to the following facts:

employees are accustomed to the customers language and valuesa metaphor frames the way customers looks at the brand;Olympic is the only team in casino management as they know how to administrate state-of-art professional instruments in order to improve clients reaction to the challenges of the gambling 7I. Brand Positioning StatementArgumentation:

the term team defines Olympics new positioning, emphasizing on the fact the Olympic is not just a group, but a team in which its members interacts one with the others; in the same time, team work is a corporate value, that can create favorable association to Olympic brand

Olympic is the only team in casino management as they know how to administrate state-of-art professional instruments in order to improve clients reaction to the challenges of the gambling 8I. Brand Positioning StatementArgumentation:

casino management is an innovating concept that catch the essential features of the company casino management defines a new paradigm in the field of management casino, that can be expresed as follows:

Administration of the player status by identification and utilization of the best modern solutions

Olympic is the only team in casino management as they know how to administrate state-of-art professional instruments in order to improve clients reaction to the challenges of the gambling 9I. Brand Positioning StatementArgumentation:

the syntagm team in casino management has a dual semantics: the profession (management)the academic title which proves the highest professional status state of art professional instruments has been used for emphasizing: on the quality of the equipment the quality and efficiency of casino managementOlympic is the only team in casino management as they know how to administrate state-of-art professional instruments in order to improve clients reaction to the challenges of the gambling 10I. Brand Positioning StatementArgumentation:

improve clients reaction to the challenges of the gambling is meant to express

the idea of customized solutions dedicated to improve gambler state/conditionthe idea of improving the individual communication with the playersOlympic is the only team in casino management as they know how to administrate state-of-art professional instruments in order to improve clients reaction to the challenges of the gambling 11I. Brand Positioning Statement12II. Brand SloganThe Slogan is one of the most important and visible identity elements, that is way it should meet two conditions:

it should be coherent with the brand positioning statement

it should deliver a promise

13II. Brand SloganProposals:

We Bet you'll love itBecause play mattersThere's no better place to playTogether we make the difference

The Olympic way/spirit!14III. Brand RethoricIn the followings, I will indicate the main direction for developing a brand rethoric, based on the companys values and operational principles:

Follow the Olympic wayOlympic is leader casino management:we set up new standards: TQCM (total quality casino management)we innovate continously, we are one step ahead the competitionwe are one step ahead customers needs1415III. Brand RethoricFor example, the company can develop hotline/helpline for compulsive gaming etc16III. Brand Rethoric17III. Brand RethoricWe are quality addicted: we are commited to

Total Quality Management policy (we pursuit quality management standards in each process we undertake) For better defining what we are doing, we innovate one:

TOTAL QUALITY CASINO MANAGEMENT (TQCM)

The symbol TQCM should become Olympics trade mark18III. Brand RethoricTeam spirit:

we are a team that acts well-organized and efficiently to achieve maximum comfort for the customer

we are managing our activity according to the one stop shopping principle19IV. Environmental BrandingEnvironmental branding must be in accordance with the brand positioning statement and that is way, it must convey the idea of leader through perceptions of:

TrustQualityup-to-date/ modernInnovation

20IV. Environmental BrandingTactics:Environmentaldisplay POSM at the receptions etcpost indoors displays at every flour post mini-displays containing Credo statement, brand values (inside offices) post flyers and brochures at the reception and every flourdisplays artefacts:Olympic postal cards, short flags on desktop etclaunching Olympic mascot (as an identity element) post indoors signs (indicators, guide post etc)

21IV. Environmental BrandingTactics:Environmental - Subjectsposters on the equipments must display technical perfomances, their value/ price, other fact sheets (e.g: this is the only slot machine of this type in Romania and has an accuracy of 100%).posters must contain Olympic quality standard:

Olympic, a company of TQCM22IV. Environmental BrandingTactics:

Approach managers must be:

open hearted to customersmust avoid anxiety feelings on behalf of the customersmust provide detailed information regarding the game

EtcIn the future we can develop:Responsible gaming programsDevelop an ISO 9001:2000 program (I successefully implemented ISO 9001:2000 for Platinum Casino in Romania;references about this from former general manager of Platinum Casino, Tan Tolga Cebeci)Thank U :)

UNCONVENTIONAL Advertising Conceptwww.uncvn.ro Lupu Mihaihead of strategy mihai.lupu@uncvn.ro(004)0726.196.192