Corporate Identity 5o306

Grandeur corporate identity presentation

November 6, 2006

POA deliverable. roap macro overview (contemporary relevance)

micro overview (motivational framework) competitive assessment

.

strategic positioning development creative brief

DELIVERABLE • to develop a -> vision - guided -> client - relevant -> competition - distinctive & -> communications - actionable Corporate Identity for the New Entity to serve its family of propositions within the various real estate segment (office complexes, IT parks, SEZ’s, malls, apartments, townships, mixed developments) through an understanding of its competence, as well as opportunity within the category

• strategize and develop an optimal creative template, such as applications on nomenclature development, design architecture such as logo, tagline, imagery, color template; to serve as guidelines for developing thematic campaign as well as packaging systems and point of purchase materials

DELIVERABLE developing actionable positioning and creative template will call for the understanding and articulation of :

-> the original, contemporary and future-forward vision guiding the development and evolution of the new entity; - the overarching motivational drivers in these business categories & consequent need gaps; - the market perceived positioning of major players in these categories; - potential market perception and idealized positioning of the new entity

-> the unifying elements of this identity must propose a distinctive competence, identifying the range and parameters of its inherent skills, preserving, reinforcing, refreshing and highlighting its core values & equities so that we can also lay the groundwork and pathways for category leadership as well as future credible propositions within the category

corporate, trademark & brand identity role in the branding system. there is a hierarchy to the impact on consumer perceptions : at the corporate level, the identity (ITC) connects the franchise to a parent entity -> provides mark of familiarity

-> signals corporate values -> triggers corporate heritage -> extends corporate resources and innovation -> reassures consumers of quality standards -> connects to broad categories

corporate, trademark & brand identity role in the branding system. there is a hierarchy to the impact on consumer perceptions : at the trademark level, the identity (Wills) connects franchise to a brand family across d businesses sharing a broadly-defined trademark/product proposition. -> defines the range and parameters of competence -> shares skills & distinctive competence across businesses -> extends skills to new entries in current businesses -> extends skills to entry into related new businesses at the brand level, the identity (Jaisalmer) communicates a singular, specific brand/product proposition. -> defines the range & parameters for a proposition -> shares skills and distinctive competence across diverse varieties, flavors, services -> line extensions -> extends skills to new varieties, flavors and line extensions -> can extend skills to entry into a related new businesses : resulting in the development of a trademark

project specific deliverables corporate identity audit & development will call for the development of and understanding and articulation of -> the original, contemporary and future-forward vision guiding the development and evolution of Grandeur; -> the role and significance of ‘Grandeur’ as a corporate identity, vs. a trademark across businesses, and a functional brand identity

-> the values, imagery and mindset communicated by ‘Grandeur’ corporate identity as perceived by diverse client and prospect base and key industry influencers -> the unifying elements of this identity that propose a distinctive competence, identifying the range and parameters of its inherent skills, preserving, reinforcing, refreshing and highlighting its core values & equities so that we can also lay the groundwork and pathways for category leadership as well as future credible Grandeur propositions within the category -> the communications values and equities of key associative assets, including nomenclature, taglines & visual architecture, as well as any executional implications for the presentation and rendering of these

information needs :

it is important to note that this proposed project design does not seek to replicate existing knowledge Grandeur may have previously gathered about their client base or business. analysis and reportage undertaken by us would seek to use prior learning as a foundation for developing strategic insights and developing new ways of thinking about the Grandeur corporate brand. the team presumes the availability of and access to all relevant previous work to avoid any redundancy. information needs identify our curiosities in two principal arenas : -> the brand perspective -> the communications perspective please also note that the questions laid out in this section represent our curiosities and interests as they pertain to the objectives for this project and not a discussion guide for customer .

the brand dimension. -> What is the relationship of influencers, clients and prospects with the ‘Grandeur’ brand ? -> who and what do they believe Grandeur is ? how does that relate to stakeholder vision ? what is the relative significance and wattage of ‘Grandeur’ ? as a corporate identity ? as a trademark ? as a brand ? - how do they articulate their relationship or affiliation with the brand ? - what is the perceived profile of a the Grandeur client ? how are they viewed ? What are key constituencies reaching for when they reach for the Grandeur brand ? - what are the key elements that comprise the brand proposition ? emotive ? objective ? sensory ? affiliative ? embedded …? which are ive, which are dominant traits? recessive or dimmed ? where, in ‘Grandeur’ is the beacon? where does it live? what is its domain ? how do these traits map against other corporate entities Grandeur competes with ? what are the perceived positions of other key trademarks in the category ? -> What is the state of the key constituencies’ relationship with Grandeur today, moving forward ? where and how do they connect with Grandeur ? functionally ? intellectually ? rationally ? emotionally ? what is the heritage of Grandeur ?- where is it from ? Where is it going ? how does it fit with today ? how timely are the values for which the brand stands ? in what ways is Grandeur Holdings relevant in context of broader category evolution ? where is the overlap and opportunity? where are the gaps? what is the basis of the contemporary relevance of this corporate identity ? what regions of opportunity are appropriate for Grandeur to position itself against in the future ? - which ones can be claimed ? - what are the inherent advantages ? risks ?

the brand dimension (cont.) -> What is Grandeur perceived distinctive competence ? what are the core vs. developing expertise of Grandeur? in what arenas / categories / skills does it excel? or fall short ? in which areas is it seen as working to improve its situation ? what is the range of Grandeur’ competence ? what are the parameters as perceived by key constituencies ? what permissions, flexibilities, extensions are inherent in the brand ? what areas / categories present appropriate opportunities ? what endeavors do not seem to fit ? what opportunities are not available ? what doors seem closed ? what is the value in Grandeur from the client perspective ? how can that be leveraged ?

the communications perspective. -> How does the influencer / client / prospect recognize Grandeur? what is the strength and wattage of the Grandeur name ? what are the visual equities ? is there a visual architecture in Grandeur? if so, what are its components ? which elements can make something uniquely Grandeur Holdings and not something else ? what styles, typefaces, logos, architectural elements feel proprietary to the franchise ? what role does the logo play? what are equities of the various colors for the brand ? what do they signal ? symbolize ? capture ? activate ? contribute ? What are the associative assets of the Grandeur brand ? What communication equities resonate ? what does each associative asset contribute to the brand image ? how do these represent (or not) the values of the brand proposition ? -> In what ways have current communication efforts contributed to the brand image ? how does the customer interpret the message of Grandeur communication efforts ? what communications equities are getting reinforced ? what is the communicated distinctive competence ? what is the perceived ideal positioning or platform ? how does the customer respond to it ? where is the intended appeal ? relevance ? involvement ? has it fully leveraged the equities and opportunities presented by the brand ? what permissions does the consumer extend to the franchise based upon communication efforts ? in what ways are communication efforts impacting positive and negative perceptions of Grandeur?

the communications perspective (cont.) -> How does the customer’s perception of the Grandeur communications efforts fit with intended marketplace positioning ? how does it work against competitive positions ? how do they perceive competitive positions based on communication ? what are they noticing out there ? what are they responding to ? what ideas are they finding themselves drawn to ?

-> What regions of opportunity are appropriate for Grandeur to position itself against in the future? what communication equities exist and are leverable for future Grandeur communications ? which ones can be claimed ? what are the inherent advantages ? risks ? what is missing today ? what are the untapped areas ? what strategic and tactical equities exist in other arenas of communications ? what is the role of communication to this franchise in the future ?

POA deliverable. roap macro overview (contemporary relevance)

micro overview (motivational framework) competitive assessment

.

strategic positioning development creative brief

roap . constituencies

a multidimensional approach that integrates perceptions of stakeholder, key management, partner, influencer & client constituencies. and a varied mix of listening approaches will yield the most complete learning for the Grandeur Corporate brand. 3 different types of constituencies are recommended : 1. visionkeepers * • visionkeepers – top management at Grandeur – and also includes business and strategic partnerships 2. key influencers* • key observers / editors / thought leaders in media / alcohol communities 3. clients* & prospects* • current loyal clients • current fringe clients • trier - rejecters (key clients who have worked with the company earlier, but not now) • aware non - triers (key prospects who have never worked with the group)

* Note : management, influencers, clients & prospects to be selected with Grandeur upon approval

roap . tools. Phase I.

1. visionkeepers IDIs • 90 minute in-depth interviews with key stakeholders at Grandeur to review the original guiding vision as well as understand the current problems & opportunities and future business strategies. 3. influencer IDIs. • 90 minute in-depth interviews with key editors and observers holding significant influence over imagery in the public domain aimed at getting insight into their perceptions and observations about Grandeur. 4. client and prospect IDIs. • 90 minute in-depth interviews with key clients, trier rejecters and aware non-triers to understand the inner workings and motivational core of the client base, focusing on the Grandeur identity as well as relevant competitive entities. In some of these IDIs we would conduct a structured exploration of branding tactics with an eye to isolating visual or communication equities. * Note : wherever possible we might conduct client IDIs as diads / triads of like minded clients

roap . Phase II.

-> immediately following the presentation of Phase I findings, Grandeur / Serum creative team will work together at a two day offsite session to apply the learnings from the brand audit towards developing a comprehensive brand platform for the Grandeur corporate brand • building on learning from phase I, the team will verbally and visually explore multiple regions of opportunity based on the organic, idealized positions identified in the presentation to articulate the strategic brand platform for Grandeur that captures the Grandeur brand essence, personality & core values tactics. • two day offsite session • Grandeur / Serum creative team working together • creative evocation, strategizing and focus on Grandeur corporate brand • location TBD • location and travel costs tbd

POA deliverable. roap macro overview (contemporary relevance)

micro overview (motivational framework) competitive assessment

.

strategic positioning development creative brief

Evolving Macro Environment Factors Socio-Cultural Factors

Technological Factors

Young country,increased life expectancy Busy lifestyle; Selective social circles Nuclear families or living with parents Desire for active lifestyle; adopting western living / standards 5. Improving quality of life > Desire for self-sufficient communities > Emphasis on safety & convenience

1. Introduction of new technologies in design process & project management 2. Customer desire for built in technologies for ease / comfort / convenience 3. Importing / Replicating foreign technologies in the developments 4. Preference for customized services

Economic Factors

Political / Legal Factors

1. Economy is experiencing promising growth across industries; service sector & business segments booming 2. Rising income levels; wiling to pay for services 3. Increasing propensity to spend; ease of credit availability

1. Stable govt & favorable laws for industry - increasing govt. expenditure in industry 2. Tax breaks for home-owners 3. Restrictions for foreign firm participation 4. Govt. initiatives in specific segments of real estate development ~ low cost housing

1. 2. 3. 4.

Evolving Industry Industry: Real Estate Development • Boundary

– Real Estate Developments  Upper Middle Class Segments  High End / High Quality – Residential / Commercial / Malls / SEZs

• Structure:

– Concentration: No dominant players; Few Major Players / Many disaggregated players – Economies of Scale: Slow Progress towards improved systems / processes; Technology influences – Service Differentiation: Limited real or observed differentiation – Barriers To Entry: Medium; tangible & intangible barriers

• Competition:

– Other Real Estate Developers (Small & Established) – Independent Contractors – Smaller / Focused and New developers entering the market

Evolving Industry • high growth across the sectors • residential segment & commercial developments instigated boom • SEZs & malls appear to be the latest thrust • continuous growth expected in new segments Stable

Complex

Difficult to handle, but little change

Dynamic

R eal E state In d u stry D yn am ic & C o m p lex

Uncertain / High Risk / Unpredictable

Real Estate Devp

Simple

Predictable

Fast moving, but Predictable

overview Opportunity in the Market Changing trends in Social / Cultural Lifestyle Shortage of living space within metros / urban centers Limited quality developments Poor service provisioning pre & post purchase Lack of transparency / ability of product or associated services  Increasing cost of real estate & developments  Lack of comprehensive customization; Absent customer care     

positioning insight 1 : category evolution real estate developers

contractors

owner build on land

POA deliverable. roap macro overview (contemporary relevance)

micro overview (motivational framework) competitive assessment

.

strategic positioning development creative brief

motivations Products and brands in any category work together to deliver on consumer motivations. In most established product categories, there are three distinct types of motivations : -> needs : basic, essential, fundamental motivations; addressed through mostly rational decision making. -> wants : tradeoffs reaching for more than sustenance, balancing emotional drive with rational decisions. -> desires : driven by emotions to reach for fulfillment of dreams and aspirations, with little rational decisionmaking.

motivations : typical skew Since we tend to serve needs first, product categories tend to, for the longest time after emergence... Examples : family sedans, household detergents, even apparel staples. emotional drive

desires wants needs rational decisionmaking

Motivational Framework Personal Needs - shelter - safety / security - Convenience - good value - capital preservation Wants - privacy / independence / freedom - infrastructure provisions - investment opportunity / store of value - location - maintenance expectations - comfort

Institutional Needs - Servicing of operational requirements - safety / security - Location - Good value - capital preservation Wants - high operating yield - infrastructure provisions - capital appreciation - Ancillary services - maintenance expectations - comfort - Legal ease

Motivational Framework Personal

Institutional

Desires Desires service quality / amenities pride in ownership pride in ownership leverage & tax shelter lifestyle aspirations portfolio diversification belonging / social peer attractive and appealing look and feel exhibit social strata / social acceptance servicing of client’s needs attractive appearances / comfortable living responsiveness catering to individual tastes / preferences expression of individuality ~ values / commitment quality of service post purchase ease of buying experience / transparency social responsibility

motivations insight 2 : emotional evolution emotional drive desires wants needs rational decisionmaking

real estate in India has in fact undergone a category evolution In the sense that more emotional motivations are starting to emerge; there are several motivations in the trade-off zone of ‘wants’, and a whole level of desires are quite developed

emotional drive desires wants needs rational decisionmaking

(the question is whether competitor communications is recognizing and responding to this new consumer…)

positioning insight 3 : involvement evolution relationship pyramid

-> 2. the relationship pyramid .more and more consumers are seeking a relationship that transcends transaction, and is built around a more lasting promise

transaction pyramid -> 1. the transaction pyramid Traditionally, and on advent of the real estate category, The primary motivations for speculators, as well as many consumers stopped at motivations that revolved around transactional value

motivations at transaction pyramid Personal

Institutional

Desires lifestyle aspirations catering to individual tastes / preferences expression of individuality ~ values / commitment ease of buying experience / transparency Wants infrastructure provisions location maintenance expectations Needs safety / security convenience good value capital preservation

Desires leverage & tax shelter portfolio diversification Wants infrastructure provisions - capital appreciation - Ancillary services - Legal ease Needs  safety / security  Location  Good value  capital preservation

motivations at relationship pyramid Institutional Desires Personal service quality / amenities pride in ownership belonging / social peer exhibit social strata / social acceptance attractive appearances / comfortable living individuality ~ values / commitment quality of service post purchase social responsibility

Wants privacy / independence/ freedom investment opportunity / store of value comfort Needs shelter

Desires pride in ownership attractive and appealing look and feel servicing of client’s needs responsiveness

Wants High operating yield Maintenance Comfort

Needs  Servicing of operational requirements  Safety / security

POA deliverable. roap macro overview (contemporary relevance)

micro overview (motivational framework) competitive assessment . strategic positioning development creative brief

• • • • • • • •

established leader / pioneer experienced yet innovator contemporary & modern nationalistic growth oriented diverse business areas catalyst of change strong heritage & lineage / reputation

• • • • • • • •

corporate outlook development focused nationalistic pride customer-oriented leverage contemporary lifestyle trendsetter distinctive & quality-oriented niche-focused

• • • • • •

visionary nationalistic developments experienced & established youthful & energetic stable yet innovative – future oriented environmentally conscious & socially responsible • versatility & diversity

• quality orientation • mammoth, globally competitive • integrative developments • focused • corporate • mass-oriented

• global orientation / global standards • socially conscious • experienced and growth-focused • pioneering excellence / challenging creativity • cutting edge / state-of-the-art • value for money

• quality focused • operationally effective • high standards / ethics & integrity • international ratings & certification • niche market leadership • emergent player • relationship-based

• • • • • • • •

solutions provider relationships ~ customer focused building commitments / touching lives quality-focused international standards / perspective emergent player ~ state of the art technology geographic niche in North India diversification oriented

• • • • • • • • •

people focused ~ enabling dreams new / emergent player product / service effective affordability quality focused private sector focused – prestigious clientele evolving structure integrated world class standards

• • • • • • • • •

quality & aesthetics established with heritage / lineage contemporary innovation professional / methodical / operationally effective help realize dreams creation of value / enhancement of value luxury & high value developments geographic niche focused ~ Greater Mumbai

• • • • • • • •

social commitment to communities depth of experience strategic vision pioneers ~ history of firsts customer focused / detail oriented high-value lifestyle inherent quality niche focused ~ geographic & verticals

• established / experienced • geographic diversity • urban • niche in verticals • spectrum of activities / industries

Ayala Land • life / human / personal • established / experienced / corporate • high-end & middle market focused • residential & commercial niches • quality conscious / integrity of work • value creation / value enhancement • customer orientation / commitment

• established private enterprise • balanced & sustainable communities • high quality developments • spectrum of services (real estate related) • geographic niche focused • customer satisfaction oriented

• • • • • • • •

geographic leader in real estate niched value enhancer quality focused / excellence & integrity new & emergent player environmental & socially conscious service leader evolution & advancement

• geographic niche • diverse markets • premiere builder of entry level • semi-custom homes • customer satisfaction

• • • • • • • •

global standards diverse key business centers leadership client focused; client success geographic diversity; international proven innovation & practical / pragmatic result-oriented

• established / heritage • business expertise • industry leader • global operations • worldwide experience • professionalism • construction focused ~ niched

• global platform • end to end solutions provider • segment leader

positioning insight 4 : ubiquitous, mostly needs oriented rational messaging • established / heritage / lineage • pan-India; geographic expansion • portfolio of developments ~ experienced / proven • niche-focused ~ geographic / strategic business • cost-effective; low-income developments • contemporary style / modern / futuristic • redefining lifestyle; youthful; solutions • relationship & trust, reliability, professionalism

positioning insight 5 : lack of promise of deeper involvement

relationship pyramid

Most of the current messaging is built around transaction : consists of motivations that are fundamental to speculative propositions :

transaction pyramid

a very precious few competitors are speaking about brand values and assurances about more than transaction with the entity; a permanent, long term relationship

motivations at transaction pyramid Desires lifestyle aspirations catering to individual tastes / preferences expression of individuality ~ values / commitment ease of buying experience / transparency Wants infrastructure provisions location maintenance expectations Needs safety / security convenience good value capital preservation

Desires leverage & tax shelter portfolio diversification Wants infrastructure provisions - capital appreciation - Ancillary services - Legal ease Needs  safety / security  Location  Good value  capital preservation

motivations at relationship pyramid Desires service quality / amenities pride in ownership belonging / social peer exhibit social strata / social acceptance attractive appearances / comfortable living individuality ~ values / commitment quality of service post purchase social responsibility

Wants privacy / independence/ freedom investment opportunity / store of value comfort Needs shelter

Desires pride in ownership attractive and appealing look and feel servicing of client’s needs responsiveness

Wants High operating yield Maintenance Comfort

Needs  Servicing of operational requirements  Safety / security

POA deliverable. roap macro overview (contemporary relevance)

micro overview (motivational framework) competitive assessment

.

strategic positioning development creative brief

our promise to our end consumer

reinvention of status quo to meet evolving needs

idealized positioning evolved competence for new consumer

life & community

contemporary, urban landscape peer group

category innovators global benchmark global but local

responding to evolving needs amidst our changing times

quality value-add products and services future forward techno driven professional, able lightning fast response and efficiency

warmth and humanity easy, accessible receptive empathy, partnership service reliability hospitality mindset human centric taken care of

idealized positioning evolved competence for new consumer

life & community

contemporary, urban landscape

category innovators global benchmark global but local

LIFESPACES

peer group

quality value-add products and services future forward techno driven professional, able lightning fast response and efficiency

warmth and humanity easy, accessible receptive empathy, partnership service reliability hospitality mindset human centric taken care of

communications objective • introduce the company to the larger prospect base as a contemporary global real estate company with an evolved competence a new vision and philosophy that anticipates the changing marketplace and responds to consumers’ evolving needs; positioning it appropriately as an alternative to more traditional and conservative entities.

creative deliverable.

• create a proprietary branding system for ‘Alpha’ that is focused upon lasting relationship with the consumer, beyond transactional value, stemming from what is really valuable to them : -> life and community -> warmth and humanity -> responsiveness and efficiency

consumer benefit We represent an alternative model to traditional real estate companies that combines the best of professionalism and technology with a high concern for more ‘real’, and longer lasting human needs

ing evidence : -> unlike other Indian companies, we put ourselves rigorously through established global standards of product and service quality -> high degree of corporate professionalism and transparency completely missing in the Indian real estate industry -> global track record in highest level of products and services in hospitality -> established understanding of the global contemporary cosmopolitan lifestyle -> an enviable track record of creating value that has won us a high level of respect and trust within the trade community -> a broad menu of value add products and services designed to your evolving needs, based upon different motivations, lifestyle and life-stage requirements -> multiple channels that : respond to immediate needs in the moment of action -> state-of-the-art technology to provide anytime services which are designed with a human face to be -friendly

target audience

primary : -> current and prospective customers -> employees and partners secondary : -> real estate and ancillary industries • including regulators -> investment community • individual investors • institutional investors -> influencers • trade, financial media

primary applications

establishment of a consistent graphic identity and visual vocabulary for the brand across all media : • corporate communications : business cards, letterheads, etc. • consumer advertising : broadcast media, print and outdoor • environmental : interior/exterior signage and trademark locations • virtual : web interface and information • product collateral and packaging : direct mail materials

creative template •nomenclature

nomenclature style.

-> contemporary, savvy and cosmopolitan -> corporate and professional -> high tech but accessibly human

pace.

-> upbeat, excited sense of optimism -> fast-moving, energized, on the move -> interactive, social, surrounded by activity -> cutting edge, future forward -> fresh, bright, invigorating

voice.

-> revolutionary, a new way, progressive -> personal, one-to-one, responsive feel -> warm/ caring/ human -> un-bureaucratic / open / friendly -> rich with possibility -> intelligent, savvy, in-the-know -> inviting, welcoming, -> connected, empathetic, global -> anticipation and inspiration

nomenclature acropolis apex argo aria aurora breia celeste cosimo Echelon epoch gardenia halcyon

ionia metris metropolis soleil solstice Spire ultima Ultra Vertex vesta Visuvio.

nomenclature

eden

nomenclature

Alpha lifespaces

creative template • visual branding

visual branding COLOR considerations. -> blue = optimism evolved competence -> green : life and community, financial success -> yellow : warmth and humanity -> steel grey or silver / reflective surfaces`: efficiency and response TAGLINE considerations. -> must speak directly to lifespaces, -> must be built around the 4 pillars -> must be broad, to stay valid for all areas of business : apartments, townships, office, shopping, SEZ, IT parks, mixed developments

LOGO considerations. consider a logo as some sort of histogram incorporating our four continuums : -> evolved competence -> life and community -> warmth and humanity -> response and efficiency

visual branding

visual branding

visual branding

visual branding

visual branding

visual branding

visual branding

visual branding

visual branding

visual branding

visual branding

visual branding executions

visual branding executions

visual branding executions

visual branding executions

visual branding executions

visual branding executions

creative template • communications

communications

communications

communications

communications

communications

communications