Developing a brand for West London

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Developing a brand for West London 30 March 2004
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gt Context gt Research gt Propositions gt Draft brand
objectives
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Context
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Context

• The need for coordinated investment in social
  and physical infrastructure, but
• A competitive environment for inward investment
• The complexity of messages in the public realm
• The perceived success of Thames Gateway
• Branding seen as increasingly valuable as a tool
  for development

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How is West London represented?
Audiences
Community
Public
Private
Global and European
UK national
GoL
London and SE
Mayor for London / GLA
LDA
TfL
London Unlimited
Visit London
London First
Crossrail
Olympic bid
Internal
Totally London
West London
WLP
WLA
WLB
Harrow
Ealing
Hillingdon
Heathrow City
Park Royal Partnership
Hammersmith and Fulham
Hounslow
Brent
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The relationship to other pan-London brands?
Audiences
Community
Public
Private
Global and European
UK national
GoL
London and SE
Mayor for London / GLA
LDA
TfL
London Unlimited
Visit London
London First
Crossrail
Olympic bid
Internal
Totally London
West London
WLP
WLA
WLB
Harrow
Ealing
Hillingdon
Heathrow City
Park Royal Partnership
Hammersmith and Fulham
Hounslow
Brent
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How is the brand owned and shared within West
London?
Audiences
Community
Public
Private
Global and European
UK national
GoL
London and SE
Mayor for London / GLA
LDA
TfL
London Unlimited
Visit London
London First
Crossrail
Olympic bid
Internal
Totally London
West London
WLP
WLA
WLB
Harrow
Ealing
Hillingdon
Heathrow City
Park Royal Partnership
Hammersmith and Fulham
Hounslow
Brent
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Research
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Research

• To understand perceptions of West London
• Feelings about the need for a brand
• SWOT
• Regeneration and development issues

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Research methodology

• Depth interviews with key internal stakeholders
• E-consultation exercise (in-progress)
• Development research with external audiences (to
  follow)

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Research summary

• From internal key stakeholders
• A clear need and desire to build a brand
• very much so, its about our established
  strength, our mobility and productivity
• Slight variation in views on priority issues
• A defensive move against Thames Gateway, to lobby
  for public investment

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Research summary

• Branding can help communicate the need to link
  business success with support for deprived
  communities
• The need to present the area as desirable
  residential and business destination
• Opposing views on public investment Lobby for a
  fairer share, alternatively, demonstrate the role
  of the private sector to lead public investment

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Research summary

• Unanimous agreement of positive cultural
  diversity
• races mix together better in London, weve
  got a successful buoyant economy
• And the divide between success and deprivation
• The area is defined by its transport links
• London is a powerful brand, leverage it, but
  resolve relationship with London branding
  activity

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Research summary

• Transport investment is key, but who should
  initiate development?
• Crossrail is a biggy, well be able to pull
  in labour from a wider area
• The big challenge is to celebrate successes, but
  simultaneously leave room for problems to be seen
  heard and dealt with

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Propositions
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Brand process
2 Defining the brand and objectives
1 Research
3 Refining
4 Application
BRAND MODEL
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PROPOSITIONwhat are we offeringour customers?
BRAND ICEBERG MODEL
EXPRESSION
ESSENCE
whats at the heart of West London?
DIFFERENTIATORS
what do we differently/uniquely?
VISION - what do we believe in?
PERSONALITY - what are we like, how do people see
us?
ORIGIN - where are we from?
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PROPOSITION Fragmented opportunities and general
ambiguity
CURRENT BRAND MODEL
EXPRESSION
ESSENCE
Disparate variety
DIFFERENTIATORS
Heathrow, 6 boroughs, Wembley, Twickenham, M4,
M40, M25, M1, Paddington line, Park Royal, BBC,
sector clusters, GSK and WLA/WLB/WLP.
VISION
Weve got both huge assets and huge liabilities,
were often overlooked (by government) and
misunderstood. Were uncertain how we should
portray ourselves to industry and government.
PERSONALITY
Somewhat schizophrenic a driven high achiever
but with some contradictory clothing.
Cosmopolitan, experienced but quiet, recessive
lacking in confidence.
ORIGIN
West London, 6 boroughs. Sub region created by
GLA/LDA. Heathrow. Population 1,429,000, 30
born outside the UK, 780,000 in employment
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PROPOSITIONS A world of success Altogether more
successful Performance established Strength
through diversity Prepare for success
POTENTIAL FUTURE MODEL
EXPRESSION
ESSENCE
Success from diversity
DIFFERENTIATORS
Heathrow, 6 boroughs, Wembley, Twickenham, M4,
M40, M25, M1, Paddington line, Park Royal, BBC,
sector clusters, GSK and WLA/WLB/WLP.
VISION
It is the sharing of ideas, success and inputs
from different industries, organisations,
cultures and perspectives that enables us to
develop and grow uniquely and more successfully.
PERSONALITY
Diverse, intriguing, depth, confident but
grounded, honest, colourful, relaxed, mature
ORIGIN
West London, 6 boroughs. Sub region created by
GLA/LDA. Heathrow. Population 1,429,000, 30
born outside the UK, 780,000 in employment
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Brand themes

• 5 themes have been identified as a basis for
  bringing the brand to life
• The themes will be tested with audiences to
  discover a heirarchy of appeal, how effective
  they are at an emotional level and what is the
  best use of colour, photography and tone of voice
• The themes also represent the DNA of West London
  and are at the core of the vision and EDS
  framework
• Were not trying to pick a winner, but refine the
  volume of each theme

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Diversity
The worlds getting smaller, businesses large and
small are operating from an international
perspective Cultural borders are being broken
down a fusion of tastes, beliefs and
cultures Emerging markets, pace of change
quickening all the time Companies and communities
developing a more global perspective West London
with Heathrow is a world hub, a crossroads, a
melting-pot An amazing blend of people and
skills, 140 languages in a few miles If you want
to thrive in the New World, you need to live in
the New World West London - World Party
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Success
Location, location, location were a proven
success Were a magnet for successful business EG
GSK, 75 years, several owners, several names -
One Golden Mile Because were better connected
the right people, the right skills, national and
international markets Burgeoning media industry
from BBC Shepherds Bush to Pinewood to thousands
of independent props, production and animation
studios A natural home for Corporate HQs from
Coke and Diageo to entrepreneurial import
start-ups Move to the part of London that really
works London West - Londons Best
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Access
Todays digital world is not a remote world, we
are still social species West London is a magnet
for digital business and all sorts of business
and all sorts of people Ease of access from
both a digital and physical perspective Broadband
and wire-free Motorways, M1, M3, M4, M25,
M40 Rail links to the south and west Tube
links from city centre to Buckinghamshire
countryside Heathrow airport the most
important airport in the world Greater choice of
employees and employers, greater choice of
life West London Best of both worlds
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Integration
Business support structure more firmly in place
than other regions Coordinated Public, Private
and Voluntary sector Matching local business
needs with training and education Were about
helping people and business to really
get-on Its about channelling resources and
coordinating different groups Help and support
from property search, recruitment, planning
application, grant assessment, skills development
training Joined-up thinking for employees and
employers West London Progress Together
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Assets
We wont paint a false picture - success and
deprivation exist here Weve got great
assets Wembley, Twickenham, Stamford
Bridge Parklands, Kew, The Thames, canals Great
business BBC, GSK, BA, BSkyB, Diageo, Guinness,
Disney, Coke Great culture Notting Hill
Carnival, Asia Centre, Apollo, Logistics 5
Motorways, Rail, 7 Tube lines and Heathrow But
were not finished yet, we need you to help
complete improve the picture West London Get
Involved
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Brand objectives
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Draft brand objectives

• Raising awareness - a distinctive West London
• Re-orientating the business model - communicating
  the link between success and the need for
  infrastructure investment
• Influencing consumers - West London as a diverse
  and attractive place
• Clarifying and unifying - clear and consistent
  understanding and vision

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Thank you