Published on July 24, 2014
Tale of Two Brands Identity Messaging Experience
A Century-old Innovator Roots dating back to more than a century.
Simple. Unified. Relevant.
Evergreen Global Innovative and Future-oriented Steady Reliable
Diverse Capabilities One Message Smarter Planet communicates an overarching value proposition. IBM’s diverse capabilities are packaged as integrated solutions which holistically address global challenges with technology. Smarter Planet
Relevant and Well-timed Positioning
The Smarter Planet offers Brand Positioning Flexibility • The Smarter Planet message leverages megatrends in technology and society. • It lends itself to existing and emerging trends that can be prefixed with “Smarter”
Intuitive Visual Identity
IBM Brand Message Summary Brand Essence • Simple and Meaningful. Selling Ideas Not Products • Inspirational
Branding Touchpoints • International brand presence – Local offices which span 170 countries • Existence of a Champion Product/Brand Mascot? – IBM Watson
Living the brand as an IBMer
Brand Review Identity • High credibility as A Forward Thinker • Strong brand story • Puts forth a Mission/Cause Messaging • Simple and impactful • Timely relevance • High visibility Touchpoints • Strong digital presence
The Result: One of the World’s Most Valuable Brands • Distills diverse offerings which are potentially confusing, under an umbrella message and mission of: “Smarter Planet” • Arguably owns the idea of “Smarter Planet” • Brand valued at USD 78,808 million • Possibly one of the most recognizable brands even among non-target audience
Suggestions for Improvement • Always a risk that local offices do not ‘Live’ the brand nor communicate it as effectively. • Appoint or groom at least one “Thought Leader” per office.
Some background findings • Founded in 1997. • Founders are UK-trained optometrists. • The main Spectacle Hut brand has 32 stores: – It targets mid- to upmarket shoppers and carrying brands such as Cartier, Chanel, Gucci Prada and more.
Weak to Poor Differentiation • Comes across as an also-ran. • A regular eyewear retailer which also carries up-market brands. • Has subsidiary brand(s) which carry similar lines of eyewear brands and targets similar customers.
Almost generic positioning “Our eyewear products are sourced from world optical fairs such as the MIDO fair in Milan, the SILMO FAIR in Paris as well as other fashionable cities all over the globe such as London and Tokyo so that we are stocked with not only the latest, but products that are unique and one of its kind.” - quoted from a third-party website
Low barriers to entry • Unless they have exclusive distributorships, sourcing from oversees does not serve as a viable long-term barrier or differentiator. In fact, almost all spectacle shops located in the city stock international brands • Leveraging on the founders’ education and expertise –“UK trained optometrists” –may not be credibly extended to the company, which now consists of multiple branches.
Negligible use of content marketing or social media channels • Like other eyewear retailers, it almost seems like the company is relying heavily on walk-in customers. • As a result, it competes by having multiple branches to catch footfall with no targeted communication efforts.
No central website that is dedicated to supporting the brand
No central website that is dedicated to supporting the brand
Spectacle Hut Brand Message Summary Brand Essence •Non-existent to Fairly Generic. Selling Products Only •Here to sell you eyewear
Branding Touchpoints • Inconsistent customer service experience across branches. • Weak online presence – The usual “About Us” information and story featured on third-party sites and directories not on company’s website – Negligible presence on social media
Identity • No clear USP • Poorly differentiated • Commoditized Messaging • Vague • Negligible Touchpoints • Inconsistent customer experience across branches • Lack of digital and social media presence Brand Review
The result: A hollow brand name? • No clear brand story or identity and as a result no clear messaging • Can be expected to compete by expanding rapidly and increasing physical accessibility via multiple outlets
Developing its potential
Refine its identity and develop core value propositions • If OSIM stands for Family Love, Coziness and Indulgence, what does Spectacle Hut stand for? • Can Spectacle Hut do for eyewear what Charles and Keith does for shoes?
Leverage on its strengths • One of the largest number of branches in the Singapore market • Strong mindshare within Singapore market (Spectacle Hut = Spectacles) • Has expanded to China and Malaysia
Develop a distinct brand presence • Develop marketing partnerships with lifestyle brands, ecommerce sites and healthcare brands • Unify Marketing Communications and Be Social – Centralized marketing efforts that support all stores, in China, Malaysia and Singapore, provide centralized support for marketing events and collateral – Develop a main website that leverages content marketing as opposed to merely listing store locations – Get started on a social media strategy and presence • Consider investing in a flagship store for the region • Invest in an in-house design team
Develop Core Value Propositions Spectacle Hut Eye Bejewelled Amplify a Fashion Forward Feel Invest in an EyeCare Clinic Amplify idea of eye care
Q&A Thank you
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