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Our brand
Penny Hamilton Head of Brand and Marketing
Who are we?
Our brand Penny Hamilton Head of Brand and Marketing Who are we? - - PowerPoint PPT Presentation
Our brand Penny Hamilton Head of Brand and Marketing Who are we? - - PowerPoint PPT Presentation
Our brand Penny Hamilton Head of Brand and Marketing Who are we? Basic Statistics 2.2 million people visited IWM sites in 2010/11 6 million income UK (62%), Europe (19%) and US (12%) - IWMD and IWMN more UK visitors (91%) -
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- 2.2 million people visited IWM sites in 2010/11
- £6 million income
- UK (62%), Europe (19%) and US (12%)
- IWMD and IWMN more UK visitors (91%)
- CWR and HMSB more overseas visitors - CWR: 60% (36%
US); HMSB: 45% (31% Europe)
- IWML UK visitors: London and SE (32%)
- IWMN: 57% North West; IWMD: 41% East of England, 11%
South East, 7% London
Basic Statistics
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- 58% Male, 42% Female (IWMD and HMSB more male)
- 19% : under 16 (28% HMSB)
- 8% : 16 – 24 (10% IWML, 2% IWMD)
- 29% : 25 – 44 (38% HMSB, 37% IWML, 36% CWR)
- 26% : 45 – 59 (29% CWR, 23% HMSB)
- 19% : 60+ (38% IWMD, 23% CWR, 14% IWML)
- 65% first visitors (84% CWR but 45% IWMD – 16% in last 12 mths)
- 62% personal connection to the subject matter – of which 64% family
fought/lived through First/Second World War, 11% studying/teaching (14% IWML), 3% connections to current armed forces (8% IWML), 5% veterans (IWMD 7%)
Basic Statistics
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Aims
- To be more visible, more successful and more sustainable for
the future Objectives
- To evaluate the effectiveness of our current brand internally and
externally
- To develop and deliver an externally facing vision, values and
messaging
- To create clear and consistent communications guidelines
- To develop and agree an implementation plan for embedding
- ur vision, values and messages and visual expression across
all activities
Aims and Objectives
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1 Investigating: examining perceptions of the organisation
- verall and reviewing our messages and identity
2 Visioning: creating a positioning framework for the
- rganisation, including vision, values and ‘big idea’
3 Visualising: creating visual and verbal expression based on the framework and how this relates across all 5 sites. 4 Implementing: developing a phased action plan to embed the guidelines across all elements of the organisation
Four Stages
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1 Investigating: examining perceptions of the organisation
- verall and reviewing our messages and identity
2 Visioning: creating a positioning framework for the
- rganisation, including vision, values and ‘big idea’
3 Visualising: creating visual and verbal expression based on the framework and how this relates across all 5 sites. 4 Implementing: developing a phased action plan to embed the guidelines across all elements of the organisation
Four Stages
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- Desk Research – strategy and audience research
- Exit Surveys – each branch
- Online surveys (2,000 responses) and Twitter and Facebook
- Internal (x19) and external (x13) interviews
- Competitor and visual audits
Investigating
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GLOBAL LOCAL MILITARY HISTORY
IWM Positioning Matrix
SOCIAL HISTORY TATE BRITISH LIBRARY ARMY MUSEUM ROYAL NAVY MUSEUM RAF MUSEUM MUSEUM OF LONDON V&A LEEDS ARMOURY HISTORIC ROYAL PALACES LOWRY MUSEUM WW1 BATTLEGROUNDS BRITISH MUSEUM SMITHSONIAN AIR & SPACE CHATHAM DOCKYARDS NHM MEMORIAL ARBORETUM
IWM IWM
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Audiences Summary
world class painful professional limited fantastic challenging
- rganised
necessary amazing
- vercrowded
essential nostalgic biased
- utstanding
disappointing dated well kept inspiring expensive friendly stimulating authentic
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Audiences Summary
world class painful professional limited fantastic challenging
- rganised
necessary amazing
- vercrowded
essential nostalgic biased
- utstanding
disappointing dated well kept inspiring expensive friendly stimulating authentic
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POSITIVE
- General ‘warmth’ for the organisation
- Loyal, passionate and satisfied audiences
- An engaging, enjoyable, humbling, emotional experience
- Good for inter- generational learning
NEGATIVE
- Out of date and old fashioned
- Too military focused
- Knowledge of IWM family low
- Our name
Brand Review – visitor feedback
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OFFER
- ffer fragmented between social and military history
COMMUNICATIONS
- mixed messages across the organisation
IMAGE
- no visual clarity and confusing naming structure
PEOPLE
- limited corporate buy in
ENVIRONMENT
- tension between ‘visitor attractions’ and ‘museums’
Brand Review – issues and challenges
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1 Investigating: examining perceptions of the organisation
- verall and reviewing our messages and identity
2 Visioning: creating a positioning framework for the
- rganisation, including vision, values and ‘big idea’
3 Visualising: creating visual and verbal expression based on the framework and how this relates across all 5 sites. 4 Implementing: developing a phased action plan to embed the guidelines across all elements of the organisation
Four Stages
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OFFER
- A compelling story and a distinctive positioning
COMMUNICATIONS
- consistent messages across the organisation
IMAGE
- personality, brand architecture and naming
PEOPLE
- clear brand values to work together as a team
ENVIRONMENT
- unique locations and a virtual space for the world
IWM Future
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VISION the impact you want to make OFFER what you do VALUES how you do it POSITIONING your difference BIG IDEA the heart of your brand THE NAME what audiences recognise’
The brand ‘blueprint’
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- To lead in developing and communicating a deeper understanding
- f the causes, course and consequences of war
Vision
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- Through unique collections, vivid personal stories and
powerful physical experiences, we engage people of all ages with the issues of modern conflict
Offer
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- A global authority on conflict and its impact, from the First
World War to the present, in Britain, its former Empire and the Commonwealth
Positioning
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Courageous We’re confident and have the courage to challenge the established wisdom, championing dialogue, debate and innovative approaches Authoritative Our deep and dynamic knowledge of our rich collections makes us the first port of call on the history of modern conflict, and sets standards of excellence in everything we do Relevant We strive to make everything we do relevant to contemporary society, while maintaining a balanced and impartial view of our subject Empathetic We’re sensitive to people’s emotions, respecting different points of view and the deep significance of
- ur collections.
Values
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The Big Idea – providing a coherent story and a shared direction V&A “inspiring creativity” Royal Botanic Gardens Kew “plants matter” Natural History Museum “the power of nature”
The big idea – a few examples
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the force of war
- To make difficult decisions
- To destroy and create
- To divide and unite
- To be at our worst and our best
- To forget and remember
Our big idea challenges us all to consider ‘what would I have done?’
Our ‘big idea’
Our big idea can be interpreted in many different ways, both negative and positive. People create wars and war changes us. War forces us:
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Idea the force of war Vision To lead in developing and communicating a deeper understanding of the causes, course and consequences of war Positioning A global authority on conflict and its impact, from the First World War to the present day, in Britain, its former Empire and the Commonwealth, Offer Unique collections, vivid personal stories and powerful physical experiences, engaging visitors of all ages with the issues of modern conflict Values Courageous Authoritative Relevant Empathetic
The brand ‘blueprint’
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Imperial War Museum
- unwieldy, especially with location names
- focus groups negative (unprompted)
- Imperial – distinctive, but what about post empire?
- War – it’s what we know
- Museum – it’s what we are, but we are more than one
Our name
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IWM
Imperial War Museums
Recommendation
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1 Investigating: examining perceptions of the organisation
- verall and reviewing our messages and identity
2 Visioning: creating a positioning framework for the
- rganisation, including vision, values and ‘big idea’
3 Visualising: creating visual and verbal expression based on the framework and how this relates across all 5 sites. 4 Implementing: developing a phased action plan to embed the guidelines across all elements of the organisation
Four Stages
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Our new logo
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1 Investigating: examining perceptions of the organisation
- verall and reviewing our messages and identity
2 Visioning: creating a positioning framework for the
- rganisation, including vision, values and ‘big idea’
3 Visualising: creating visual and verbal expression based on the framework and how this relates across all 5 sites. 4 Implementing: developing a phased action plan to embed the guidelines across all elements of the organisation
Four Stages
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Challenges of implementing a brand
- Perceptions
- Systems and suppliers
- Communication
- Commitment and responsibility
- Lack of consistency
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communications environment Offer What you do communication
Where you do it
Environment Image
What you say
idea
People
How you behave
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communications environment Offer What you do communication Image
What you say
idea
People
How you behave
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Offer What you do
idea
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environment
Where you do it
Environment
idea
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Offer What you do Image
What you say
idea
People
How you behave
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communications environment Offer What you do communication
Where you do it
Environment Image
What you say
LOVE YOUR BRAND
People
How you behave
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Thank you