Rebranding is an exciting yet complex process. There is all the front end excitement of workshops, creating a new positioning idea, an identity concept and its potential applications. But organisations often have the strategy and design mapped out but not the implementation. And it’s through smart implementation that the brand will succeed. Often these three elements are not holistically conceived as ‘one’ masterplan and clients wait too long to ask: Where do we start? How much will it cost? How do we organise all these things? With an emphasis on the Middle East and drawing on extensive experience of working on international rebranding programs, Tony Lorenz, strategy director at Endpoint outlines a powerful planning approach for engineering a successful rebrand. He will identify some common pitfalls to avoid and detail the steps that will transform a brand vision into a 3-dimensional customer experience. From the Transform conference MENA in Dubai on 2 June 2014. For more info on Transform events please visit http://www.transformmagazine.net

1. Date
02/06/2014
Prepared for
Transform MENA
www.endpoint.co.uk
Transform your brand vision into a better
brand experience

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Tony Lorenz
Strategy & Development Director, Endpoint
– Over 25 years experience on both
client and agency side
– Worked in sectors including
hospitality, retail, professional
services and banking
– Worked for brands including
Mövenpick, Eurostar, Ernst & Young,
Fitness First and HP

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‫ترحيب‬
Welcome

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About us
A specialist team of brand implementation consultants,
project managers, design managers and touchpoint experts
A vision: to make brand flourish in the real world
Three offices: London, Dubai, Doha
A common goal: transforming brand identity and guidelines
into something tangible that people can see, touch and
experience.

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Some of our clients

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Reasons for rebranding?
Complete repositioning
Merger or acquisition
Creating a brand from scratch
Brand reputation

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Rebranding assumptions5

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The marketing team
will manage the rebrand
#1

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Brand ambassadors: C-suite

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Total brand guardianship: all stakeholders

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Rebranding is all
about the logo
#2

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Brand Culture and Engagement

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Brand Environment

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Customer Experience

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We need to focus on
the brand design first
#3

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Most rebrands follow this pattern…
Strategy
Brand
concept
Design
Development
Guidelines
Implementation
(TBC)

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The magic and the logic
‘Magic’ (the emotion)
Endpoint partner clients’ and agencies to ensure brand
imagination is realised to create impactful brand
experiences.
‘Logic’ (the rational)
Endpoint plans & manages the physical brand
implementation journey, guiding clients through the
complex logistics.

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1:20

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We have everything we need to
manage the rebrand in-house
#4

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7 years
...on average once every seven years
a brand change takes place

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Marketing Week, January 2013

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Our branding project has
finished ...time to move onto
something else
#5

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Keep managing the brand

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Maintaining the brand

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How do you apply a new brand identity?
So...

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Create the business case for change

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Determine the costs

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Start building an implementation masterplan

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To summarise
So...

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Summary
– Plan early
– Strategy, Design, Implementation considered as one
– Visual, Organisational and Financial effect of brand change
– Brand implementation masterplan
– Something you can take to the C-suite

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Are there any questions
you’d like to ask?
Q&A

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Thank You
“If you don’t know where you’re going, how do you
know when you get there?”
Steve Maraboli: Life, the Truth and Being Free

34. © Endpoint. This document and the material contained in it is the property of Endpoint and is given to you on the understanding that such material and the ideas, concepts and
proposal expressed in it are the intellectual property of Endpoint and protected by copyright. It is understood that you may a use this material or any part of it for any reason other
than the evaluation of the document unless we have entered into a further agreement for its use. The document is provided to you in confidence, on the understanding it is not
disclosed to anyone other than those of your employees who need to evaluate it.
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