Presentation by Corie Bar Dea, Strategy Director at Designit TLV - "the power of brand strategy"

1. June 2013
Brand Strategy
Overview
Prepared for ClickSoftware
Tuesday, June 25, 13

2. June 2013
Our Branding Credentials
msystems Sold to SanDisk for $1.6B
JVP A leading International VC firm
Rapaport World leader in diamond information services
Modu Raised $120m in venture capital
ViaccessOrca Post merger strategic rebranding
Amdocs Strategic repositioning for GSS a $1.2B BU
Kodak - Leaf 3rd to 1st in category brand awareness in 1 year
Camtek Tagline, brand identity and website design
Kenshoo Brand identity and website design
Tufin Brand ID and web. Deloitte & Touche Fast 500 #12 fastest growing company 2011
Retalix Strategic rebranding
SCR Strategic rebranding
CREDENTIALS
Tuesday, June 25, 13

3. June 2013
Part 2
Branding, An Introduction
June 2013
Tuesday, June 25, 13

4. June 2013
Branding, an Introduction
Brand
A symbolic construct.
All of the information & expectations associated
with a company, product or service.
Tuesday, June 25, 13

5. June 2013
Branding, an Introduction
Tuesday, June 25, 13

6. June 2013
Why do we need a brand?
Strong brands tell powerful stories that are
believed by customers, staff and investors.
Branding, an Introduction
Tuesday, June 25, 13

7. June 2013
Why do we need a brand?
Clarifies positioning to your audience and the market
Easy to tell, easy to sell
Creates differentiation from the competition
Ensures consistency, for brand building over time
Drives confidence and loyalty from within
Fosters emotional attachment, that haloes over the business
Branding, an Introduction
Tuesday, June 25, 13

8. June 2013
Branding, an Introduction
Great brands have one thing in common:
The ability to align the business behind a
singular vision.
“High performance, delivered.” “Think different.”
“Just do it”“Building a smarter planet.”
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9. June 2013
When do we need to brand?
New company, new name
Entering new markets / launching new products
To revitalize a brand identity
To create a coherent story
After a period of strategic M&A
Branding, an Introduction
Tuesday, June 25, 13

10. June 2013
Where is the value in branding?
The strength of the brand
is the only differentiator
in a world of connected and
knowledgeable consumers”
Steve Balmer, President, Microsoft
“
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11. June 2013
Where is the value in branding?
Stronger brands tend to:
Enjoy stronger revenue growth.
Have large, more sustainable gross margins.
Exhibit less “systematic” business risk.
As a result, they deliver, bigger more stable cash flows and hence
create substantial shareholder value.
Branding, an Introduction
Tuesday, June 25, 13

12. June 2013
Where is the value in branding?
The intangible asset calculated in goodwill,
brands are worth real equity.
Apple $185B
Google $113.6B
IBM $112.5B
McDonald’s $90.2B
Coca-Cola $78.4B
Branding, an Introduction
* WPP 2013 Top 100 Brand Values (Intangible earnings x Brand Contribution x Brand multiple)
Tuesday, June 25, 13

13. June 2013
Who are we branding for?
Branding, an Introduction
CUSTOMERS
EMPLOYEESREGULATORS
BOARD OF
DIRECTORS PROFESSIONAL
ASSOCIATIONS
INDUSTRY
EXPERTSINVESTORS
ANALYSTS
MEDIA
COMMUNITY
VOLUNTEERS
STRATEGIC
ALLIANCES
COMPETITORS
GENERAL
PUBLIC
DISTRIBUTORS
STAKEHOLDER
GROUPS
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14. June 2013
What are the underlying layers of a brand?
Branding, an Introduction
Brand Promise
Beliefs and
Values
Benefits
Features
&
Attributes
What are the human traits and
values we identify with?
What are the key benefits we
bring to our audience?
What are the attributes of our company/
products that enable us to do this?
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15. June 2013
The brand aligned organization:
Branding, an Introduction
FINANCE
OPERATIONS
HUMAN
RESOURCES
MARKETING BRAND
ORGANIZATIONAL
STRATEGY BRAND ORGANIZATIONAL
STRATEGY
FINANCE
OPERATIONS
HUMAN
RESOURCES
MARKETING
Before After
Tuesday, June 25, 13

16. June 2013
Global brands / Brand systems
Branding, an Introduction
Tuesday, June 25, 13

17. June 2013
Branding, an Introduction
Global brands / Brand systems
Tuesday, June 25, 13

18. June 2013
Part 3
Case Study: Retalix
June 2013
Tuesday, June 25, 13

19. June 2013
Background
Sweeping changes in business strategy, management
and investors sent Retalix searching for ways to tell the
company’s story strongly and consistently through a
brand strategy and identity design project.
Case Study, Retalix
Tuesday, June 25, 13

20. June 2013
Case Study, Retalix
Corporate and product
overview
Corporate, product &
competitor overview prepared
and emailed
Israeli based
management interviews
Extensive overview & discussion
of business strategy, business challenges,
organizational structure
United States based
management interviews
Finalized competitor list
for competitor brand audit
Interview insights –
marketing team presentation
28 Interviews
15 Competitors Audited
Information
download
Summary
Presentation
Phase 1: Discovery
Tuesday, June 25, 13

21. June 2013
Phase 2: Brand strategy
Brand values / attributes /
personality development
Mission & Vision Big idea workshop Product sub-brands
and review of naming conventions
Brand architecture definition
Brand core /
big idea
Values Brand
architecture
Case Study, Retalix
Tuesday, June 25, 13

22. June 2013
Phase 3: Messaging
Corporate messaging and
positioning
Tagline Brand promise / boilerplates /
Elevator pitch
Verbal brand
Creative brief development
Elevator pitch Creative brief
Case Study, Retalix
Tuesday, June 25, 13

23. June 2013
Phase 4: Identity / Creative Concept
Creative concept development Logo development Brand identity / color palette /
typeface selection / secondary brand
language
Visual brand identity development
Management presentation
Case Study, Retalix
Tuesday, June 25, 13

24. June 2013
Phase 5: Brand Implementation
Final concept refinement Signage
Collateral development
Brand marketing:
Online interactive content selector
Brand movie creation
Brand development
Website redesign / alignment
Case Study, Retalix
Tuesday, June 25, 13

25. June 2013
Before the branding process
Case Study, Retalix
Tuesday, June 25, 13

26. June 2013
Before the branding process
Case Study, Retalix
Tuesday, June 25, 13

27. June 2013
The New Brand Idea
Retalix.
Retail Future Ready.
Case Study, Retalix
Tuesday, June 25, 13

28. June 2013
The Vision
A definition
What the organization wants to become.
Forward looking, aspirational, inspirational.
Our Vision
We want to shape the future of retail,
enabling business transformation and growth,
helping retailers realize their vision.
Case Study, Retalix
Tuesday, June 25, 13

29. June 2013
The Mission
A definition
The organizations reason for existing.
Usually described in between 7 and 25 words.
Our Mission
To be the partner of choice for the world's leading
retailers. Retalix provides the software, services and
expertise to enable a differentiated shopping experience,
optimize operations and facilitate growth.
Case Study, Retalix
Tuesday, June 25, 13

30. June 2013
Leadership
Pioneers
in the retail domain,
we create trends
and inspire the
industry.
Commitment
Working
with our customers, we
share their challenges,
doing whatever it takes
to ensure their success
Expertise
30 years of
experience in
delivering successful
solutions for the
world's most
demanding retailers.
Excellence
As professionals we
strive for excellence in
all that we do
Empowerment
We believe in our
employees and support
their growth, helping
them to realize their full
potential. We recognize
them as our greatest
source of opportunity.
Innovation
Through our ongoing
investment in cutting
edge thinking and
technology, we create
and deliver market
ready solutions and real
business value for our
customers.
The Values
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31. June 2013
Openness - We encourage ideas and input from those around us, thriving on
interaction with the world at large.
Creativity - We accept ideas beyond our immediate comfort zone and seek to
leverage disruptive solutions from outside our industry.
Passion - We go above and beyond what is needed, approaching our work in
an enthusiastic and spirited manner.
Dedication - We work diligently, overcoming difficulties and obstacles with a
singular focus.
Focus - We are dedicated experts, ensuring relevance and value in all we do.
Responsiveness - We are aware of and attentive to each other, our clients and
our business partners.
Brand Personality
Brand attributes are used internally to help shape communications and serve as a
platform for creating additional dimensions of the brand.
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32. June 2013
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33. June 2013
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34. June 2013
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35. June 2013
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36. June 2013
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37. June 2013
Organizational Roll-Out
New brand run through senior management and HR before
implementation.
New mission, vision and creative posted throughout all offices
in order to be top of mind with employees.
Launched to customers and partners in global synergy events.
Case Study, Retalix
Tuesday, June 25, 13

38. June 2013
Project Success
Case Study, Retalix
“By providing a holistic approach, Designit has become a
trusted business and creative partner delivering different
brand strategies and practices and a fresh, recognizable
visual perspective, the expression of what can help us
achieve the desired market perception”.
Ruthie Weitz Leopold, Director of
Product Marketing
“Our brand perception has
improved significantly both
internally and externally”.
Oren Betzaleli, CMO
Sold to NCR,
$650 million
“We prefer to maintain the
new Retalix brand over the
NCR brand”.
Shuky Sheffer, CEO
Tuesday, June 25, 13

39. June 2013
Thank you!
Roy Yogev, Managing Partner, Designit Tel-Aviv.
roy.yogev@designit.com
Contact
Tuesday, June 25, 13