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Branding campaign - Proposal

Branding campaign - Proposal. "The purest treasure mortal times afford is spotless reputation; that away, Men are but gilded loam or painted clay." William Shakespeare Richard II. Strategic planning. I. Brand Positioning Statement II. Brand Slogan

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Branding campaign - Proposal

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  1. Branding campaign - Proposal "The purest treasure mortal times afford is spotless reputation; that away, Men are but gilded loam or painted clay." William Shakespeare Richard II

  2. Strategic planning I. Brand Positioning Statement II. Brand Slogan III. Main direction for developing Brand Rethoric IV. Main directions for developing internal coomunication (Environmental Branding)

  3. I. Brand Positioning Statement

  4. I. Brand Positioning Statement

  5. I. Brand Positioning Statement(according to company mission from www.olympic-casino.com) This positioning statement underline the idea of innovation, due to the vanguard approach of casino management

  6. Olympic is the only team in casino management as they know how to administrate state-of-art professional instruments in order to improve client’s reaction to the challenges of the gambling I. Brand Positioning Statement • Argumentation: • by using a metaphor can be of great help due to the following facts: • employees are accustomed to the customer’s language and values • a metaphor frames the way customers looks at the brand;

  7. Olympic is the only team in casino management as they know how to administrate state-of-art professional instruments in order to improve client’s reaction to the challenges of the gambling I. Brand Positioning Statement • Argumentation: • the term team defines Olympic’s new positioning, emphasizing on the fact the Olympic is not just a group, but a teamin which its members interacts one with the others; • in the same time, team work is a corporate value, that can create favorable association to Olympic brand

  8. Olympic is the only team in casino management as they know how to administrate state-of-art professional instruments in order to improve client’s reaction to the challenges of the gambling I. Brand Positioning Statement • Argumentation: • casino management is an innovating concept that catch the essential features of the company casino management defines a new paradigm in the field of management casino, that can be expresed as follows: Administration of the player status by identification and utilization of the best modern solutions

  9. Olympic is the only team in casino management as they know how to administrate state-of-art professional instruments in order to improve client’s reaction to the challenges of the gambling I. Brand Positioning Statement • Argumentation: • the syntagm ”team in casino management” has a dual semantics: • the profession (management) • the academic title which proves the highest professional status • “state of art professional instruments” has been used for emphasizing: • on the quality of the equipment • the quality and efficiency of casino management

  10. Olympic is the only team in casino management as they know how to administrate state-of-art professional instruments in order to improve client’s reaction to the challenges of the gambling I. Brand Positioning Statement • Argumentation: • improve client’s reaction to the challenges of the gamblingis meant to express • the idea of customized solutions dedicated to improve gambler state/condition • the idea of improving the individual communication with the players

  11. I. Brand Positioning Statement

  12. II. Brand Slogan The Slogan is one of the most important and visible identity elements, that is way it should meet two conditions: • it should be coherent with the brand positioning statement • it should deliver a promise

  13. II. Brand Slogan Proposals: We Bet you'll love it Because play matters There's no better place to play Together we make the difference The Olympic way/spirit!

  14. III. Brand Rethoric In the followings, I will indicate the main direction for developing a brand rethoric, based on the company’s values and operational principles: Follow the Olympic way Olympic is leader casino management: • we set up new standards: TQCM (total quality casino management) • we innovate continously, we are one step ahead the competition • we are one step ahead customers’ needs

  15. III. Brand Rethoric • For example, the company can develop hotline/helpline for compulsive gaming etc…

  16. III. Brand Rethoric

  17. III. Brand Rethoric We are “quality addicted”: • we are commited to Total Quality Management policy (we pursuit quality management standards in each process we undertake) For better defining what we are doing, we innovate one: TOTAL QUALITY CASINO MANAGEMENT (TQCM)™ • The symbol TQCM should become Olympic’s trade mark

  18. III. Brand Rethoric • Team spirit: • we are a team that acts well-organized and efficiently to achieve maximum comfort for the customer we are managing our activity according to the “one stop shopping” principle

  19. IV. Environmental Branding Environmental branding must be in accordance with the brand positioning statement and that is way, it must convey the idea of leader through perceptions of: • Trust • Quality • up-to-date/ modern • Innovation

  20. IV. Environmental Branding • Tactics: • Environmental • display POSM at the receptions etc • post indoors displays at every flour • post mini-displays containing Credo statement, brand values (inside offices) • post flyers and brochures at the reception and every flour • displays artefacts:Olympic postal cards, short flags on desktop etc • launching Olympic mascot (as an identity element) • post indoors signs (indicators, guide post etc)

  21. IV. Environmental Branding • Tactics: • Environmental - Subjects • posters on the equipments must display technical perfomances, their value/ price, other fact sheets (e.g: this is the only slot machine of this type in Romania and has an accuracy of 100%). • posters must contain Olympic quality standard: “Olympic, a company of TQCM™”

  22. IV. Environmental Branding • Tactics: Approach – managers must be: • open hearted to customers • must avoid anxiety feelings on behalf of the customers • must provide detailed information regarding the game

  23. Etc… • In the future we can develop: • Responsible gaming programs • Develop an ISO 9001:2000 program (I successefully implemented ISO 9001:2000 for Platinum Casino in Romania;references about this from former general manager of Platinum Casino, Tan Tolga Cebeci) • …

  24. Thank U :) UNCONVENTIONAL Advertising Concept www.uncvn.ro Lupu Mihai head of strategy mihai.lupu@uncvn.ro (004)0726.196.192

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