New Brunswicks ReBrand

1
New Brunswicks Re-Brand

• January 31, 2008

2
Brand Development

• Stuart Baker Rene Cormier

3
Development The Plan

• Established a process for developing the brand
• Step 1 Brand audit
• Step 2 Brand proposition and slogan
• Step 3 Make the brand real
• Step 4 Live the brand (internal communication)
• Step 5 Brand action plan (external
  communication)
• Step 6 Measure success

4
Development Brand Audit

• Analysis of feedback from Self-Sufficiency Task
  Force consultation meetings
• Brand audit with approximately 70 key
  stakeholders from around the province
• Conducted in August 2007

5
Development Brand Audit Results

• Four key themes emerged from New Brunswickers
• Differences worth celebrating
• Family friendly place to live
• Spirit of adventure
• Entrepreneurial spirit

6
Development Brand Audit Results

• Single theme was not applicable enough to base a
  brand on
• A broader message, adopting all four themes
  needed to be developed
• Opportunity to set us ahead of the curve with
  our positioning
• Key learning was that the brand needed to be
  first and foremost about us, the people of New
  Brunswick, about you
• This led to New Brunswicks brand proposition

7
Development Brand Proposition

• In New Brunswick you can
• Be Yourself
• Belong
• Be Better

8
Development Proposition to Slogan

• Slogan needs to
• Fit with the overall feel and tone of the brand
• Work effectively and be understood clearly in
  both French and English
• Work with a variety of applications
• Have longevity and impact that targets people on
  multiple levels

9
Development Brand Slogan

• Be Yourself
• Belong
• Be Better
• Bein this place

• Être vous-même
• Être chez vous
• Être meilleur
• Ici on peut Être

10
Development Slogan Interpretation

• Slogan Bein this place
• Physically
• State of Mind
• Open Ended

11
Brand Slogans

• Over time, successful slogans are often the ones
  that have complexity and layers that cause you
  to think
• Lets talk about a few successful brands where at
  first, people often question their meaning

12
Brand Slogans Long Term Success

• Just Do It!
• Nike (1988)
• Got Milk?
• US Dairy Board (1993)
• Theres some things money cant buy, for
  everything else theres MasterCard.
• MasterCard (1997)
• This buds for you.
• Budweiser (1970)

13
Brand Slogans Short Term

• McDonalds
• We love to see you smile
• Put a smile on
• Make every time a good time
• Smile
• I'm lovin' it
• Pepsi
• The Joy of Cola
• The Joy of Pepsi
• Think Young, Drink Young
• It's the Cola
• Chrysler
• DriveLove
• Inspiration Comes Standard
• Engineered Beautifully

14
Slogans other locations

• Often, we see other provinces and states building
  their slogan around what they have.
• The Alberta Advantage
• Alberta
• Our Future Is Wide Open
• Saskatchewan
• Come To Life
• Nova Scotia
• Spirited Energy
• Manitoba
• The State Of Minds
• North Carolina
• The Sunshine State
• Florida

15

• Fresh, modernized wordmark encapsulates the brand
• Maintains equity in the image of the galley and
  dark green burgundy color
• Richer, more full color tones, as well as
  introduction of blue

16
Research

• Marie Helene St-Amand

17
Development Focus Groups

• Corporate Research Associates (Moncton)
• Commissioned to complete 2 rounds of research
• Total of 26 focus groups French English
• More than 210 people
• Inside and outside of the province, random
  recruit from the general population
• Halifax, Saint John, Miramichi, Campbellton,
  Moncton, Quebec City, Bathurst, Edmundston,
  Charlottetown and Fredericton
• Conducted in Fall 2007

Campbellton 2 Groups French
Bathurst2 Groups French
Edmundston 2 Groups French
Miramichi2 Groups English
Fredericton 2 Groups English
Moncton2 Groups French/English
Saint John2 Groups English

• Objectives with focus groups were
• Assess understanding and acceptance of brand
  proposition slogan
• Test various visual applications to determine
  brand elements and wordmark

18
Development Focus Group Results

• Brand Proposition
• Reactions to In New Brunswick, you can Be
  yourself, Belong and Be better resonated very
  positively
• Overriding message expressed sense of
  opportunity choice
• Suggested comfortable living, acceptance,
  opportunity to be whoever you want to be in New
  Brunswick, pride and identity.
• Same reaction in external markets with exception
  of a few participants who became slightly
  defensive about their own province.

19
Development Focus Group Results

• Brand Slogan, and Language Adaptation
• Opportunity to be whatever is desired.
• Suggests achievement and advancement
• Practically no one focusing on the physical
  place
• Received as invitation to be happy or to be
  accepted
• Consistent feedback in both languages, skewed
  positive
• Overall, English slogan worked very well with
  Anglophones and French slogan works very well
  with Francophones.

20
Development New Wordmark

• Focus Group Results Wordmark
• Complementary evolution of wordmark to match the
  rest of the brand
• Represented forward moving, speed, optimism,
  excitement

21
Development Focus Group Results

• Overall
• Brand message and visual concept was well
  received, accepted and understood by focus group
  participants.
• In external and internal markets, participants
  felt brand offers choice, opportunity and is an
  audacious (bold) undertaking.

22
Additional Research

• Boston New York

23
Development Focus Group Results

• Boston and New York Focus Groups
• Tested brand tone in a real application
• Business New Brunswick ads, compared pre-branded
  and post-branded ads using Be language
• Use of Be was supported as a positive statement
  in positioning the province
• New wordmark preferred, more modern and dynamic

24
New Brunswicks Re-Brand