Paul Middlebrook and Judith Stracey, Transform Conference 2012
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A case study of Transformation based on brand storytelling Judith Stracey, Managing Director of White Logistics Paul Middlebrook, Managing Director, The Allotment
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Case study- a story of radical brand transformation through brand storytelling.Business in highly competitive and often relatively low margin sectors focus their energy quite rightly on service excellence and risk mitigation.In this pursuit to deliver competitive service levels, businesses often forget 'who they are and why they are different'. They stop communicating 'ATTITUDE' and focus on 'A to B'.
Transcript of Paul Middlebrook and Judith Stracey, Transform Conference 2012
A case study of Transformation based on brand storytelling
Judith Stracey, Managing Director of White Logistics
Paul Middlebrook, Managing Director, The Allotment
Thank you
Growing White Logistics & Storage
An amazing journey
Our story began 39 years ago...
Where we were
Where we want to be• Double the size of our business over the next 5 years.
• Improve facilities and business infrastructure to improve
operational efficiency.
• Drive sales with a more focussed customer retention and
acquisition strategy.
• Develop people talent and family management structure to ensure
that the business is ‘fit’ to survive, adapt and prosper as it moves
from a first generation to a second generation family business.
• Develop a clear sector leading brand which magnifies growth,
illustrates ambition and communicates a distinctive and relevant
brand promise.
The Results say it all!• In the first 6 months £600k of new business won and
growing as a direct result of the rebranding.
• Turnover is expected to increase by 50% in 2012/2013 from
2009/10 in what is a difficult marketplace.
• “In 2012 we have been averaging 3 new customers per
week. In 2011, we were lucky to get one a fortnight.”
• The rebrand has been widely praised by White’s customers.
• The brand is a focus of pride and an instrument of change
in the business.
We’ve become a ‘challenger’
“We are picking up a lot of work from our
competitors, not by undercutting on price, but
because the customer believes they will get a better
service”.
Our new brand has not re-invented White’s - it has
told our story in a clearer and more compelling way.
What we are has always been there but it was hidden!
The Design Process
Growingunderstanding
Research - What customers said
“With White we do not have to worry. They do what they say they are going to do and if there is a problem they generally let us know”.
“They offer solutions, not excuses.”
“White ‘make it right’ - they look for solutions.”
Research - What people said internally
“Our point of difference is our ‘extra level of service’ - we rarely say NO, we do whatever it takes to sort out issues for customers.”
“Our strengths are that we are conscientious and that we put ourselves out. We are problem solvers.”
“White’s difference really focusses on the quality of our drivers. We recruit on personality and enthusiasm as our drivers are the main point of customer interface. We can build on ability but attitude is incredibly important.”
What’s happening out there?
A single minded‘big idea’.
White’s promise
We’re about solutionsnot problems. We’ll do whatever it takes to deliver.Service, attitude and high standards are
the key differentiator for White’s.
Expressingthe ‘big idea’.
Design themes. Which direction?
Design theme 1
Design theme 2
Design theme 3. Chosen theme.
Bringing the‘big idea’ to life.
White identity
Copyright 2011TheAllotment
Truck livery
Copyright 2011TheAllotment
Truck livery
Copyright 2011TheAllotment
Truck teasers
Copyright 2011TheAllotment
Truck livery
Copyright 2011TheAllotment
Brochure
Sales materials
TheAllotment Copyright 2011
Copyright 2011
Storytelling with Haulage heroes
TheAllotment
Haulage heroes
Copyright 2011TheAllotment
Haulage heroes
TheAllotment Copyright 2011
Website
TheAllotment Copyright 2011
Uniforms
TheAllotment Copyright 2011
Stationery
TheAllotment Copyright 2011
The Results +• The brand has become a focus for positive conversations
• The new truck livery was a finalist in the ‘best livery’
category at the 2011 Motor Transport Awards.
• The project won the best rebrand category in the Marketing
Design Wards 2011.
• It has been short listed in the 2012 Transform Awards
(Tonight!).
So what can we learn from this project?
1. Dig-deep to discover what you are and what is important to your
customers.
2. Be authentic(a brand is the collective intent of
the people behind it).
3. Be very, very clear and keep it simple. The best stories have
simple structures.
4. Focus on purpose and culture alignment.
5. Don’t sell - engage and tell a story which focuses on how you will
improve people’s lives.
6. Be as different as you can be. Disrupt ‘Norm’ - he’s dull.
7. Manage and inspire at every touchpoint. They all count even
when they are not in your control. @twitter
“For me marketing is about values. This is a very noisy world and we are not going to get people to remember very much about us. So, we have to be very clear about what we want them to know about us.”
Steve Jobs. 1997
Our purpose...
... help businesses grow by effective storytelling.
Thank youThe Allotment
175-185 Gray’s Inn Road
London WC1X 8UE
Telephone: 07815 142035
theallotmentbranddesign.com
twitter.com/AllotmentBrand
