Pathway pathway express board presentation march 2015
1. Build a Strong Brand
๏ Alignment
๏ Assignment
๏ Articulation
PATHWAY STORE UPDATE
The Names
๏ Pathway
๏ Pathway Bookstore
๏ Pathway Express
๏ Pathway Resources
The Experience
๏ Room Layout
๏ Website
๏ Kiosks
๏ Coffee
2. Build a Strong Brand
๏ Alignment
๏ Assignment
๏ Articulation
PATHWAY STORE UPDATE
The Names
๏ Pathway
๏ Pathway Bookstore
๏ Pathway Express
๏ Pathway Resources
The Experience
๏ Room Layout
๏ Website
๏ Kiosks
๏ Coffee
What specific unmet need, common frustration
or problem for a specific group of people are we
trying to solve?
๏ Should be a carefully chosen micro-niche that we
identify with and have a genuine concern and
interest for/in.
๏ Then we have to commit to being snipers:
Patient, focused, and willing to say NO to
opportunities that miss the mark of our north star.
๏ Must remain focused on the value for the
customer versus the facts about the business.
3. Build a Strong Brand
๏ Alignment
๏ Assignment
๏ Articulation
PATHWAY STORE UPDATE
The Names
๏ Pathway
๏ Pathway Bookstore
๏ Pathway Express
๏ Pathway Resources
The Experience
๏ Room Layout
๏ Website
๏ Kiosks
๏ Coffee
Decontamination Phase—The brand is practically
buried beneath an incomprehensible mound of
data and experiences. So the first step is to take
what you know and Simplify it.
Discovery Phase—Begin searching for the
common thread that ties the simplified thoughts
together. It is at this point that an “A-HA!” moment
will occur.
4. Build a Strong Brand
๏ Alignment
๏ Assignment
๏ Articulation
PATHWAY STORE UPDATE
The Names
๏ Pathway
๏ Pathway Bookstore
๏ Pathway Express
๏ Pathway Resources
The Experience
๏ Room Layout
๏ Website
๏ Kiosks
๏ Coffee
After thinking through the history of Pathway,
the customer persona, and the sales data, we
came up with a solution:
“Resources you can trust [in one small space].”
๏ “Resourcing” believers and the local
congregation has always been what Pathway is
about.
๏ Why choose Pathway over Lifeway or B&N
or Amazon: Because Pathway resources are
hand-curated by people who know how to
choose products you can trust!
๏ Customer-focused: Resources YOU can trust!
5. Build a Strong Brand
๏ Alignment
๏ Assignment
๏ Articulation
PATHWAY STORE UPDATE
The Names
๏ Pathway
๏ Pathway Bookstore
๏ Pathway Express
๏ Pathway Resources
The Experience
๏ Room Layout
๏ Website
๏ Kiosks
๏ Coffee
Assignment
Everything we do serves one purpose: to fulfill the
promise of being AND providing resources that our
customers can trust. Our books, curriculum, web
site, e-purchase system, in-store help … all aligns
with the north-star.
6. Build a Strong Brand
๏ Alignment
๏ Assignment
๏ Articulation
PATHWAY STORE UPDATE
The Names
๏ Pathway
๏ Pathway Bookstore
๏ Pathway Express
๏ Pathway Resources
The Experience
๏ Room Layout
๏ Website
๏ Kiosks
๏ Coffee
Articulation
The goal of a healthy brand is to focus on the
overlap, the area where Company and Customer
are in perfect sync.
๏ PRODUCT: What we do, what they want.
๏ PLACE: Where we do it, where they want it.
๏ PRICE: What we need, what they will pay.
๏ PROMOTION: What we say, what they want to
hear.
7. Build a Strong Brand
๏ Alignment
๏ Assignment
๏ Articulation
PATHWAY STORE UPDATE
The Names
๏ Pathway
๏ Pathway Bookstore
๏ Pathway Express
๏ Pathway Resources
The Experience
๏ Room Layout
๏ Website
๏ Kiosks
๏ Coffee
We suggest to use the"Express" idea without letting it control
us. For example, if we call the store “Pathway” or “Pathway
Bookstore,” the "Express" would become an iconic feature of
Pathway.
๏ The PathwayExpress kiosks (RE: A Red-box for ebooks!)
๏ We have as many kiosks as necessary to service the
customer flow.
๏ Beside the kiosks we have book display stands which house
the top 10 books in a category: Christian Living; Church &
Pastoral; Family; Children's, etc
๏ A big sign hanging over the small, angled table reads:
"PathwayExpress Helpdesk" and there is always someone
available to help customers get set up for the first time.
๏ PathwayExpress becomes an actual flagship product that
goes FAR BEYOND the physical bookstore, but it isn't the
bookstore itself, which invites people to have a SLOW and
relaxing experience as well.
๏ We get to brand both experiences under one corporate
banner: Pathway.
8. Build a Strong Brand
๏ Alignment
๏ Assignment
๏ Articulation
PATHWAY STORE UPDATE
The Names
๏ Pathway
๏ Pathway Bookstore
๏ Pathway Express
๏ Pathway Resources
The Experience
๏ Room Layout
๏ Website
๏ Kiosks
๏ Coffee
