about sme

YEARS O F B U I L D I N G B R A N D S

YEARSO F B U I L D I N G B R A N D S


SME is a world leader in strategic brand development. Our areas of practice are Sports and Entertainment, Non-Profits, Higher Education and Consumer Products.

We Build Brands.™ This is what we do. It speaks to the power of defining, expressing and engaging brands through pioneer thinking, brilliant creative and long-term strategy development. Our philosophy ensures distinct and competitive brand communication, increased brand value and creates deepemotional connections with consumers and partners.

Services:•Strategy •Advertising•Positioning •Signage•Consumer Insights •Environmental Branding•Communications Platform •Marketing Collateral•Name Generation •Merchandise Design•Brand Identity & Design •Graphic Standards Development •Brand Engagement •Interactive Design Development

Introduction


About BrandON™

BrandON is a complete brand transformation solution, which enables an enterprise to unleash the power of their brands through a highly focused development programme.

The Benefits of BrandON™

•Unifiesthebrand•Buildsbrandequity•Aidsincorporateculturechange•Createslongtermpositioning•Deepensaffinityamongfansandpartners•Shapessalesandmarketingstrategies

OUR PROCESS: BrandONTM

How Brand-ON Works

“SME’s Brand-ON solution completely transformed the Detroit Pistons organization – on court, with our staff and most importantly, in the hearts and minds of our fans and partners. The success we experienced is unprecedented!”

Tom Wilson Governor, Palace Sports and Entertainment

1. Define

2. Express

3. Engage

• Market Insights

• Executive Interviews & Workshops

• Summary of Analysis

• Brand Strategy & Tactics

• Brand Communications Platform

• Creative Design Execution

• Identity/Look & Feel

• Brand Guidelines

• Brand Roll-Out Strategy

• Internal & External Campaign Development

• Benchmarking & Measurement

• Ongoing Consultation


I N T H E SOUL O F O U R C L U B S

I N T H E HEARTS O F O U R P L A Y E R S

I N T H E S O N G S O F O U R F A N S

I N T H E W I L L O F A C H A M P I O NI N T H E WORDS T H A T U N I T E

F o o t b a l l . F ú t b o l . S o c c e r .

O B J E C T I V E s

Major League Soccer partnered with SME to develop a strategic branding and communication campaign that positions the league as the North American dialect of the World’s Game.

s O lu T I O n

SME developed a deeply engaging programme that unites all of MLS – teams, fans, partners and players – under one brand statement, heightening esteem and awareness across the nation and the globe. Through a comprehensive research study to better understand how the MLS brand is perceived, its affinity drivers and its aspirations for the future, SME identified the essential points of differentiation for MLS.

R E s u lT s

SME established the essence of MLS as one that communicates the sport as everyone’s game – a beautiful game that is simple and pure. The MLS positioning reinforces the notion that the game connects each of us to one another and to the world – fan-to-fan, player-to-player, club-to-club and country-to-country.

The resulting creative expression – Football. Fútbol. Soccer. – galvanises all fans, and succinctly conveys the inherent ambitions and emotional aspirations of the game.

s E R V I C E s

SME partnered with Major League Soccer to develop a brand positioning that aligns the league with the international passion and spirit of the sport:

• Brand Positioning• Campaign Naming• Campaign Identity• Look Tools Kit• Print Advertising• Graphic Standards Guide • Broadcast Advertising Bed

Footba l l .Fútbo l .Socce r.

Contact: Fred Popp | SME Europe, No. 5, 32 Lovelace Gardens, Surbiton, Surrey, KT6 6SD UK | UK Tel: +44 (0)7588 663528

O B J E C T I V E s

GOLEO is the official mascot of the 2006 FIFA World Cup Germany. He is a clumsy 8’ tall lion that loves kids and thinks he is a better footballer than he actually is. GOLEO speaks several languages and carries around his “side-kick”, Pille (German slang for football). FIFA Marketing engaged SME to extend GOLEO beyond his physical cari-cature so that he would resonate better with a younger fan base.

s O lu T I O n

Understanding the multitude of applications across a myriad of commercial categories, including sponsorship, broadcast and licensing; SME graphically represented GOLEO as he appears in costume, in 16 different football poses. Additionally, SME created the “GOLEO Self Portrait” line – a variety of fun, cool doodles drawn in a GOLEO’s own hand.

R E s u lT s

GOLEO exceeded all expectations for commercial success for FIFA and the partners.

s E R V I C E s

• Brand & Merchandise Strategy • Identity• Characterisation • Brand Extension • Graphic Standards Guidelines

R E s u lT s

2006FIFAWorldCupGermany™OfficialMascot

GOLEOVI 2006 2006 FIFAFIFA WorldWorld CupCup Germany™Germany™ OfficialOfficial MascotMascotMascotMascot

GOLEOLEOLE VIVI

Contact: Fred Popp | SME Europe | t: +44 (0)7588 663528 | e: [email protected]


O B J E C T I V E s

To attract fans and partners back to the brand after the cancelled 2004-2005 NHL season and to develop a new long-term position-ing based on the notion of teamwork, home, tradition and loyalty – hallmarks of the Boston Bruins brand.

s O lu T I O n

The Boston Bruins engaged SME to develop The Hub of Hockey brand campaign, a compelling platform reflecting the team’s rich heritage and placing the Boston Bruins brand at the epicentre of all things hockey in New England. The Hub of Hockey is scalable to The Hub of Hockey is scalable to The Hub of Hockeygrass roots and youth initiatives, to high school/collegiate hockey, to NESN, the Bruins’ RSN, and to partner activation opportunities. The Hub of Hockey was inspired by the words of Oliver Wendell The Hub of Hockey was inspired by the words of Oliver Wendell The Hub of HockeyHolmes, “Boston is the hub of the universe.” The campaign’s visual expression was influenced by the patriotic spirit of those words, intensifying the emotional bond for fans and making the brand a destination of the heart.

R E s u lT s

In the past three seasons, the Boston Bruins have become a transformed organisation both on and off the ice. The 08/09 season has seen record increases in attendance and team performance.

s E R V I C E s

In developing a more consistent, concise, and effective brand for Boston Bruins, SME employed the following services:

• Strategy & Tactics• Consumer Insights• Campaign, Tagline, Look and Feel• Print, Television, Radio and Interactive Advertising• Stakeholder Engagement• Graphic Standards and Guidelines


KASEYKAHNE

KASEYKAHNETHE MAN • THE RACER • THE TEAMMATE



O B J E C T I V E s

Professional racecar driver Kasey Kahne is a new force on the NASCAR landscape. In an effort to effectively communicate brand essence for the Kasey Kahne partnership brand – Budweiser, Richard Petty Motorsports and Kasey Kahne – SME was engaged to better define the brand for fans, partners and sponsors.

s O lu T I O n

SME led a comprehensive consumer analysis that included focus groups and on-track research identifying current fan perceptions. This helped guide the creation of an effective positioning, allowing all partners to activate Kasey’s values, attitude and ethics; thus creating deeper, longer term connections. The overarching positioning, Driven, expresses exactly what the Kasey Kahne brand stands for: Integrity, Intensity and Excellence.

Driven is supported by a three-part communications platform: Kasey Kahne The Man, The Racer, and The Teammate. As The Man, Kasey is an accomplished outdoorsman and thrill seeker; as The Racer, Kasey is a world-class driver, intense and competitive; as The Teammate, Kasey is giving, caring, and humble. So whether

he’s driving 150 mph in the Budweiser/Richard Petty Motorsports Number 9 Car, fishing, or putting time into his charitable founda-tion, Kasey Kahne is indeed Driven – by strong American values and a powerful will to simply be the best.

R E s u lT s

Kasey Kahne is now positioned for maximum growth with fans, partners and sponsors through advertising, point of sale and social media channels.

s E R V I C E s

In developing a more consistent, concise, and effective brand for Kasey Kahne, SME employed the following services:

• Consumer Insights • Strategy & Tactics• Communications Platform• Campaign, Tagline, Look and Feel• Activation Guidelines


O B J E C T I V E s

As the first professional league in American sports history to cancel an entire season due to labour strife, the NHL faced a strenuous road in its return to ice. Before the lockout, declining game attendance, television ratings, sponsor support, revenue, and franchise values weakened one of America’s top four leagues in the face of serious competition from sports such as NASCAR, MLS and the Arena Football League. SME was contracted to help the NHL define its brand and prepare for its return to the ice and beyond.

s O lu T I O n

A comprehensive brand audit was conducted including executive interviews with NHL management and fan focus groups. SME developed a platform anchored by the core values of the league: passion, toughness, courage, sacrifice, honour, team, respect, and commitment. The brand positioning culminates in a creative expression conveying the collective emotion of all fans and players as they travel on a season long pursuit for Lord Stanley’s Cup. Celebrate the Quest! is the embodiment of this spirit.

R E s u lT s

The results identified and defined the NHL’s brand strengths and provided the league with the tools to guide the brand into a new era.

THE QUEST!Celebrate

s E R V I C E s

As part of the NHL, SME developed the following branding tools:

• BrandON™ Workshop and Report• Consumer Research• Executive Interviews• Executive Workshop• Positioning • Values, Dimensions, Essence• Brand Values• Brand Communications Platform • Brand Identity Consultation• Flash-based sales tool



O B J E C T I V E s

As the LPGA continues to grow and compete on the world stage for fans, partners, sponsors and the media, a refreshed visual identity was required to better express brand meaning. The LPGA partnered with SME to develop a new logo programme, aimed at conveying the power, energy and contemporary lifestyle of LPGA golfers.

s O lu T I O n s

SME evolved the LPGA “swinging lady” logo into a strong, dynamic and athletic figure that communicates the passion, performance and personality of the greatest female golfers in the world. A mixture of bright and bold colours was chosen to represent the brand’s global reach as well as to embody the natural essence and characteristics of the sport of golf - Grass Green, Sun Yellow and Sky Blue. The rectangular retaining shape was removed to suggest a future with limitless potential. Finally a clean, contem-porary type font was selected for high legibility and timelessness.

R E s u lT s

These elements combine to form a dramatic illustration of the special and unique attributes of the brand and truly symbolise the LPGA’s brand promise of delivering The Very Best In Women’s Golf.Golf.Golf

s E R V I C E s

As part of the LPGA programme, SME developed the follow-ing branding tools:

• Audit and Analysis• Identity• Graphic Guidelines


The stars are shining brightly for MLS’ LA Galaxy. The long-awaited arrival of superstar David Beckham ushers a new era for profes-sional soccer in North America, elevating the team from national relevance to international recognition as “America’s International Superclub Brand”.

To express the dramatic shift in LA Galaxy brand positioning and culture, SME was contracted to create a compelling brand identity that reflects the team’s new position-ing. Working in collaboration with AEG senior management and adidas, SME developed an iconic yet timeless emblem that embraces the world’s game and features a “quasar” as the central graphic element, as well as a prominent representation of city initials. The LA Galaxy’s new dynamic brand colours are deep blue, gold and white. The new look will lead the brand into an unprecedented future, and will surely come to symbolise the historic moment when American professional soccer began to truly compete on the world stage.

“A Quasar is the heart of a galaxy generating incredible light and energy. Our crest shows a Quasar shining brightly in a deep blue California sky. It illuminates the initials “LA”, used globally to refer to our City of Angels. The colour gold honours the Galaxy’s proud history and tradition in the Golden State.”

Alexi Lalas, President and General Manager - LA Galaxy

Services:Brand StrategyBrand Identity

YEARS O F B U I L D I N G B R A N D Sla galaxy: i l l u m i n at i n g t h e f u t u r e o f a m e r i c a n s o c c e r


WORD MARKPRIMARY MARK

In addition to serving as the home of this esteemed franchise, Dolphin Stadium is also home to the Florida Marlins (two-time World Series Champions), University of Miami Football and the FedEx Orange Bowl Championships. Dolphin Stadium has also hosted a myriad of renowned national and international events including the Rolling Stones, The Three Tenors and the Monster Truck Series. However, for all of it’s recognition and glory, Dolphin Stadium, having experienced several name changes over the years, was a brand in great need of a singular, strategic long-term identity and positioning. Dolphins Enterprises enlisted SME to raise the bar and elevate the brand by creating a powerful, iconic identity so that audiences would recognize this venue as the epitome of a world-class, South Florida entertainment experience.

T h e p o S i T i o n i n g

expressing the gateway to the DreamThe first solution: renaming the venue to Dolphin Stadium. Making the name singular was vital to establishing a brand identity for the venue that is separate from that of the team. The brand demanded a life of its own, with the ability to still bestow its unique characteristics and personality upon the properties that play there. Second solution: SME arrived at a brand identity that is sleek, iconic and timeless, pointing the organisation forward towards an amazingly bright future and supporting the new positioning - Gateway to the Dream. The brand represents pas-sage into games and events where this live experience is simply unparal-leled. And from this sentiment, SME executed a huge array of creative deliverables, expressing the new brand for all things Dolphin Stadium.

T h e T o o l S

Building the BrandArmed with the new brand strategy, SME created all the tools crucial to launching a seamless brand communication program. At the heart of the creative expression was the sleek new identity that speaks to the culture, the excitement, and limitless future of Dolphin Stadium. The new stadium logo colours evolved from the classic Miami Dolphins palette - identifiable elements that capture the unmatched spirit of the region. Such a brand evolution must activate at the internal level, so a major engagement initiative was undertaken to effect cultural change within the company. The ambassadors of one’s brand starts with its people, and in this case, Dolphin Stadium folks passionately jumped on board.

T h e S e r v i c e S

complete coverageSME employed a comprehensive, integrated approach, where every piece of communication, every employee, and every message exudes the personality of this exciting new brand.

Services included:

Integrated Communication Strategy

Identity Package

• Logo Program

• Environmental Program

• Signage and Banners

• Partnership Brand System

• Staff Uniforms

• HD Brand Video

Digital Asset Management System

Website Design & Development

Premium Seating Sales & Marketing Strategy

Direct Mail Campaign

HTML e-campaign

Web-based Micro-Site

Marketing Collateral

T h e r e S u lT S

Anywhere and everywhereYou simply can’t convey the essence of a brand with sporadic execution. You must communicate this messaging at every touch-point imaginable. We immerse guests in the brand experience of Dolphin Stadium, from where they’re parking, to how they’re greeted, to the foodservice, to their seating process, after every show and after the game, win or lose. Wherever they turn, they are living the brand. We engage the guests, delivering the brand promise at every stage. And that is the ultimate achievement.

T h e S i T u AT i o n

identifying a South Florida icon

South Florida is home to one of the National Football League’s premier franchises – the Miami Dolphins – a brand ever associ-ated with perfection and the endless strive for excellence.

WEBSITE

PREMIUM SALES BROCHURE

T h e c h A l l e n g e

capturing the Florida experience and Beyond South Florida is the most visited place on the planet with 80 million tourists a year arriving from all corners of the globe.A diverse place strongly tied to the Latin American culture. A region teeming with passionate people looking for their next awe-inspiring experience – whether it is dancing, dining, clubbing, golf, fishing, sunbathing or swimming. The inherent challenge for this project was to capture the essence of the region while enhancing the world-class experi-ence for international audiences at the stadium. This charge was paramount to remaining competitive for fans and partners in a landscape of old and new venues continuing to reinvent themselves by providing more and more amenities to fans and partners than ever before. The 85,000 seat Dolphin Stadium is and will continue to be, a global sports and entertainment destination. And over the years it has become Super Bowl Central - site of five Super Bowls in the past twelve years. Additionally, Dolphin stadium has undergone a $300 million Club Level expansion. So how do you envelop all aspects of a brand that audiences can connect with on motivating levels, reflect this impressive new expansion, and still deliver the essence of South Florida?

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BRAND ENGAGEMENT BOOK

The gateway tothe dream


SERVICE BRANDING

YEARS O F B U I L D I N G B R A N D SDOLPHIN STADIUM: B r A n D i n g A g l o B A l D e S T i n AT i o n


Strategic Approach •Ourabilitytodevelopsuccessfulbrandstrategieswillhelpposition

your organisation for years to come.

Passion •Welovewhatwedo!

Creativity •Award-winningbranddevelopment,strategyanddesign.

Quality •Thepursuitofexcellencedrivesus.

Service •Ourpartnershipwithyouandyourorganisationisextremely

important and this shows in how we care.

Results • We are a results oriented firm with the goal of exceeding

expectations–yoursuccessisoursuccess!

WHY SME?


YEARSO F B U I L D I N G B R A N D S

SME Europe No. 5, 32 Lovelace Gardens Surbiton Surrey KT6 6SD UK

Frederick S. PoppManaging Director, SME EuropeUK Tel: +44 (0)7588 [email protected]

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