page 1 when a brand needs to move on understanding brand transition needs & challenges by nadia...

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 20086th October 2008

Road Map

• About JS • Brand reengineering - Compelling reasons• New Brand Vision • Brand Transition

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

ResourcesInfocom

Property

Industrial

4

Financial Services

JS Group Financial Services BusinessesJS Group Financial Services Businesses

BankingBankingJS BankCommercial Bank

JS BankCommercial Bank

Bank IslamiIslamic BankJV with Dubai Bank and DCD

Bank IslamiIslamic BankJV with Dubai Bank and DCD

Network Microfinance BankMicrofinanceJV with Network Leasing

Network Microfinance BankMicrofinanceJV with Network Leasing

InsuranceInsuranceEFU General InsuranceEFU General Insurance

EFU Life AssuranceEFU Life Assurance

Allianz EFUHealth InsuranceJV with Allianz

Allianz EFUHealth InsuranceJV with Allianz

Non BankingNon BankingJS Global CapitalSecurities Brokerage andCorporate Finance

JS Global CapitalSecurities Brokerage andCorporate Finance

JS InvestmentsAsset Management

JS InvestmentsAsset Management

Financial Services InfrastructureFinancial Services InfrastructureCredit ChexConsumer Credit BureauLicensee of Experian

Credit ChexConsumer Credit BureauLicensee of Experian

MobexMobile Payments Solutions

MobexMobile Payments Solutions

WebDNAIndependent ATM Network Provider

WebDNAIndependent ATM Network Provider

Non-Financial Businesses

JS IndustrialAl Abbas (MDF, Ferro Alloy)

Al Abbas Sugar Mills

Azgard 9 (Denim/Textiles)

Dadex (Piping & Services)

PICT (Container Terminal)

PAFL (Fertilizer)

RAK Ghani Glass LLC (Glass)

JS InfocomEye TV Network (TV Channels)

JS TransportationAirblue (Commercial airline)

JS Air (Charter airline)

JS PropertyMoU with Accor for IBIS hotels

Investments in the US,

UAE, and Pakistan

Significant property development portfolio in Pakistan

JS ResourcesSprint Energy (CNG retail)

Hascombe Oil (Oil Marketing Co.)

Investments in E&P Oil and Gas

Exploration in US, Pakistan,

Oman & UAE

Road Map


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

Brand re-engineering – Compelling Reasons

Brand Inconsistency – Impacts

• Looks unprofessional

• Shows a lack in group cohesion

• Gives an unclear message

• Creates the impression of poor attention to detail

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

Road Map


New Brand Vision

Develop the brand as the driver of

JS Group’s growth strategy.

Brand Vision

Grow and diversify

BRAND

Recognized Consistent Adaptable

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

Road Map


Transition Framework

Brand Image & Identity

Change the mindsets

Infrastructural Changes

Governance framework

Perform & sustain

1) Establish 2) Implement 3) Sustain

Str

ong

Con

sist

ent B

rand

Transition – How?

What the JS brand needed to represent

Group values

History and heritage

Vision

Services / Business areas

Experience / Perceptions

Unique Identity

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

Moving Forward

• Create a Brief • Work with experts • Get Feedback • Invest time, money and resource

The Transition

The Transition

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



Change the mindsets



Perform & sustain


Str

ong

Con

sist

ent B

rand

Brand Experience

Advertising

PR / Media

Product Experience

Word of Mouth

Employee Interactions

Partnerships

Infrastructure

New brand image rollout across the company

• Website • Marketing Approach• Advertising – External Communications • Annual Reports and Publications • Stationery • Signages

Annual Reports

Mindset Management

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

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

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

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

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



Change the mindsets



Perform & sustain


Str

ong

Con

sist

ent B

rand

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

Measuring Performance

Business Impact

Accuracy of implementationEmployee commitment to brand

Financial

Impact

Measurable return on investmentEfficiency of new processes

Customer Impact

Customer loyalty Consumer perception

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

Conclusion

• Clarity – within a brand’s image is what makes it successful

• Customers must recognize that your master brand stands for something

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