Putting it into practice: Implementing a distinctive strategy and - - PowerPoint PPT Presentation

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Putting it into practice: Implementing a distinctive strategy and - - PowerPoint PPT Presentation

Aug 23, 2022 38 likes •919 views

Putting it into practice: Implementing a distinctive strategy and identity in a commercial organisation John Rhys Chairman, S.A. Brain & Company Co-founder, Heavenly Brand Consultancy S.A. Brain & Company Family-owned company

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Putting it into practice: Implementing a distinctive strategy and identity in a commercial organisation John Rhys Chairman, S.A. Brain & Company Co-founder, Heavenly Brand Consultancy

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  • Family-owned company founded in 1882

S.A. Brain & Company

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  • Brewery and head office in the centre of Cardiff

S.A. Brain & Company

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  • 250 pubs and bars in Wales and South-West England

S.A. Brain & Company

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  • £120 million turnover; 2,000+ employees
  • Most famous for Brains SA and sponsoring Welsh rugby

S.A. Brain & Company

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Brains brand = ....

Beer + Pubs + People + Company

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Employees Trade Consumers

  • Gain full understanding of current perceptions of

Brains through comprehensive research programme

Starting point

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Positives

  • Tradition, heritage
  • Familiarity, warmth
  • Local affinity
  • Quality beer
  • Appeal to older drinkers

Consumer research summary

Negatives

  • Old-fashioned, conservative
  • Uninspiring, predictable
  • Cardiff-Centric
  • ‘Basic’ pubs
  • Alien to younger audience
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Employee and trade research

  • Similar take to consumers
  • Established company, integrity as an employer, but...
  • ...punching below its weight
  • ...staid and risk-averse
  • ...followers not leaders
  • ...unenterprising approach to branding and marketing
  • Although, new management team beginning

to generate optimism for the future

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To be Wales’ leading independent brewing and hospitality business, increasingly recognised by consumers throughout the UK

Company vision statement

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Externally

  • Increase trade and consumer demand
  • Raise profile of the company
  • Generate positive publicity
  • Improve relationships with other businesses

Why relaunch the Brains brand?

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Internally

  • Enhance employee sense of pride and belonging
  • Improve morale and sense of esteem
  • Aspirational company to work for

Why relaunch the Brains brand?

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  • Be engaging
  • Have a point of view
  • Be distinctive and different
  • Deliver it consistently

Requirements for revitalised brand

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Must work internally and externally

  • Branding not just about external advertising & marketing
  • Employee understanding and buy-in is vital
  • Brand and its values delivered by employees every day
  • Both business-to-consumer and business-to-business

Requirements for revitalised brand

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“There is little benefit to a well-devised brand positioning, if it remains something that people decorate the walls with rather than live during their working day”

Living the brand

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“Value is created when customers interact

with the organisation, not just when they consume its products or services…”

Living the brand

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Most likely reasons to repeat purchase/visit?

Your people are vital to your brand

  • Product quality
  • Price
  • Treatment from staff
  • Brand reputation
  • Product range
  • Staff knowledge
  • Staff handling of query complaint
  • Promotions/special offers
  • How staff represented the company
  • Staff enthusiasm
  • Policies on community/environment
  • Advertising
  • 56%
  • 45%
  • 41%
  • 24%
  • 23%
  • 21%
  • 17%
  • 15%
  • 11%
  • 11%
  • 6%
  • 5%
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  • Staff-related issues*
  • Quality/range of products/service
  • Advertising/promotions/brand
  • Price
  • Other
  • 45%
  • 17%
  • 14%
  • 13%
  • 11%

Single most important reason not to repeat purchase/visit

* Staff-related issues include:-

  • How staff treated you
  • How staff handled your enquiry/complaint
  • Staff enthusiasm
  • Staff knowledge
  • How staff represented the company

Your people are vital to your brand

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  • Work out what we want Brains to stand for
  • Brains equivalent of:
  • Orange - forward looking – the future’s bright
  • Tesco – customer focus – every little helps
  • NatWest – helpful banking
  • Nike – self-belief – just do it
  • Researched a number of options
  • Refined into a single-minded solution

Developing the revitalised brand

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A more confident Wales

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Positivity

Core brand idea

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  • Taps into new spirit and confidence within Wales
  • Reflects the feeling of positive change at Brains
  • Highly relevant to the drinks and hospitality market
  • A positive attitude is a great thing to have in life!

Why ‘positivity’?

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  • Positivity works across the business:
  • Company: positive culture change - a can-do attitude
  • Pub staff: a positive welcome
  • Sales force: never say “no”
  • Marketing: more positive thinking from Brains
  • Alignment of internal and external communications

‘Positivity’ & Brains

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External Communication

Internal Culture

‘Positivity’ & Brains

+

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Migrating the Values

CORE Tradition/Neutrality COMPANY VALUES Family Heritage Integrity Independent Conservative CORE Positivity COMPANY VALUES Family Heritage Integrity Independent Forward-thinking CURRENT DESIRED

= = =

Rebuilding the Brains brand

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Migrating the Values

PRODUCT VALUES Cardiff Unadventurous PRODUCT VALUES Welsh Innovative CURRENT DESIRED

Rebuilding the Brains brand

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Migrating the Values

Engaging Optimistic Knowing sense of humour Contemporary DESIRED TONE OF VOICE

Rebuilding the Brains brand

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Brand relaunch and marketing

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  • Face-to-face employee presentations by Chief Executive
  • ‘Half full sessions’ - employee workshops
  • Highlighted positives
  • Identified issues
  • Drew out suggestions for positive change
  • Feedback from Directors
  • Address issues
  • Champion positive initiatives

Positive change from within

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Positive change from within

  • Improve communication
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Positive change from within

  • Improve recognition of positive behaviour
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Positive change from within

  • Management development

programme

  • The Power of Positive

Leadership

  • Focus on training and development
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Positive change from within

  • Behaviour change in pubs
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Positive change from within

  • Business development in pubs
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Positive change from within

  • Recruitment and induction
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Company logo

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Pub signage

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Vehicle liveries

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Product design

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Testing the mood of the people

Consumer Research

  • 95% proud to be Welsh
  • 80% think ‘Wales is on the up’
  • 78% see glass as ‘half full’
  • Welsh more optimistic
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Creating a national debate

Peter Hain “Wales has an awful lot going for it – spirit of the people, sport, music, natural beauty - there’s a lot to be proud of” Sian Lloyd “In the last 5 to 10 years the positive change is immense - Cool Cymru is just beginning” Owen Money “Wales is definitely on the up. The glass is most definitely more than half full here!”

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Launch poster

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The press were hooked

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Positive result?

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Not this time

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Wish we were there

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On tap at home

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New distribution drive?

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Forecast looking good

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‘Thumbs up’ TV commercial

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Ours is unique

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Think about it

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The ultimate Christmas present

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Wales rugby sponsorship

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Always think positive – 2005 poster

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Match day atmosphere

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Victory v. England – at last

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The girlfriend was pleased

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We couldn’t resist it

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Western Mail and Daily Mail coverage

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Problem or opportunity?

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It’s official

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Just imagine….

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Grand slam heroes are back

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Wishful thinking

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Biased ref?

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....and the press ran them too

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Revitalising our most famous brand

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Tying it back into sponsorship

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Grand Slam treble – 2005, 2008, 2012

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Employee engagement

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Innovation and new product development

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Updated presentation

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Wales’ answer to Guinness

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Brains Craft Brewery

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Salt

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Grape & Olive

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Café bars

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How has Brains performed?

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  • Market share in Wales growing at 1% p.a.
  • Brains Smooth now the No.1 ale in Wales
  • Brains cask ales outperforming the market
  • Brains sales in England +30% in past 3 years
  • UK-wide take home distribution in:
  • Tesco, Sainsbury’s, Waitrose & Morrisons

Sales and market share

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  • Brains awareness in Wales higher than all other brands
  • Significantly higher scores to the following statements:
  • A company that’s going places +35%
  • Forward thinking company +24%
  • Brains beers more popular nowadays +25%
  • High quality pubs +14%
  • Authentically Welsh not just Cardiff +38%

Quantitative research

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  • Focus groups to explore reaction to Brains marketing:-
  • It delivers the brand values:

“It’s got Brains away from the spit and sawdust image”

  • It’s popular and humorous:

“It’s insightful and funny – it grabs your attention”

  • It has stature:

“It’s slick and professional. It’s what you would expect from a top flight drinks brand”

Qualitative research

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  • Clear understanding of business strategy: 53% to 90%
  • Confidence in business strategy: 39% to 90%
  • High level of confidence in the Board: 42% to 85%
  • Told when I’m doing a good job: +49%
  • Training and development needs met: +40%
  • Morale: +23%

Employee surveys

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Multi-award winning work

  • Marketing Society Awards for Excellence

Brand Revitalisation

  • National Business Awards

Marketing Strategy of the Year Regional Business of the Year

  • Hollis Sponsorship Awards

Brand Sponsorship of the Year Sponsorship Continuity

  • Publican Awards

Regional Brewer of the Year Managed Pub Company of the Year

  • Western Mail Business Awards

Excellence in Marketing

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  • Listen to staff, customers and business partners
  • Set out the vision
  • Develop a single-minded idea for the organisation
  • Make sure it resonates internally and externally
  • Establish supporting values
  • Build from within – employees first
  • Be consistent
  • Take a long term view
  • Evaluate change in perceptions, as well as sales

Key principles

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At Brains, the glass is…

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Contact

John Rhys Chairman S.A. Brain & Company The Cardiff Brewery Cardiff CF10 1SP john.rhys@sabrain.com 029 2040 2060 John Rhys Managing Partner Heavenly Brand Consultancy 183 Eversholt Street London NW1 1BU john.rhys@heavenly.co.uk 029 7554 3355