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Banking on the strength of your franchise brand
Do you have as many interpretations of your brand as you do franchisees (or possibly even more)?
Bank of Queensland had about 300 different interpretations of the brand leading to the launch of a re-branding project.
BOQ Head of Brand and Marketing Greg Abbey said the aim of the re-branding campaign was to create one strong and differentiated franchise brand, measured by brand performance, customer acquisition and owner-manager sentiment.
And, the campaign was so effective, over the last 12 months the BOQ marketing team won:
“The final award was for advertising effectiveness from The Communications Council, which is the pinnacle!” Greg said.
Glean Greg's franchise re-branding wisdom
Speaking at the Franchise Marketing Forum 2011 Greg will take your through their re-branding journey sharing insights and lessons along the way.
“You need to take people on the brand journey, keep it simple and continue to reinforce the message." Greg said.
“One of the major challenges was encouraging people to think about a brand as much more than advertising.”
At the Forum Greg will also share with delegates how to get franchisees to want, (yes, actually want, rather than be forced) to run local area marketing.
The three awards mentioned above, suggest he might just have got the formula right.
Find out for yourself at the Franchise Marketing Forum: Where strategy meets execution on November 23 at the Griffith University Graduate Centre at South Bank.
The event is jointly hosted by the Asia-Pacific Centre for Franchising Excellence and the Franchise Advisory Centre.
Registrations close Friday (November 18) so register now, or miss out.
Author: Fiona Taylor