Daniel Díez, director at Good Rebels

1. Rebuilding your Brand for a
Human-Centred World
Cash Converter’s challenge

2. Let me introduce myself
2
Hi! I’m Daniel Díez, Business Director at Good Rebels
I’ve been working in digital marketing and communications for
more than 10 years with amazing brands.
www.linkedin.com/in/diezdedios/
daniel.diez@goodrebels.com

3. Who we are
3PROJECT NAME
We are a digital strategy
and creative company.
We help our clients to innovate at the intersection
of people, brands & technology.

4. The brand Positioning process Output
The steps
How important are brands
nowadays and why did we
put in motion the project
The stages of the brand
rebuilding project with Cash
Converters: methodology
and learnings
Which was the result of the
project (we cannot tell
everything) and how it is
being put in motion

5. Let’s start talking about
the value of the brands
nowadays

6. Best global brands 2018 - Interbrand

7. Edelman Earned Brand Global Report

8. 8

9. Sometimes is not about
taking a stand.
It’s about moving on.

10. PROJECT NAME
Cash Converters
The history

11. Cash Converters
11
Our history
PHYSICAL
STORES
ONLINE
CHANNELS
CUSTOMER
BRAND

12. The challenges in 2018-2019

13. The challenges
13
“The main challenge the company has is
to position the customer at the centre.
It is a unique but ambitious goal, since
executing tasks and decisions based on
the client in a company of 1,200
employees is complicated and
challenging.”
Customer
centricity

14. 14
“The emergence of new competitors in
the second hand sector with very
defined positions and the loss of identity
communicated by Cash Converters
during the last few years”
Identity
The challenges

15. 15
The brief
To define a new brand
positioning based on data to
give a new personality and drive
all communications
(physical, online, marketing,
sales…)

16. 16
Our approach
We needed to
understand how
Cash Converters is
communicating its
core values
01 0402 03
We needed to test
how shared identity
is perceived by the
key stakeholders of
the company
We needed to define
with Cash Converters
which are the
customers we want
to acquire (not just
the current ones)
Corporate
identity
communicated
Perceived
positioning
Key audiences and
how to engage
with them
We wanted to
reposition the brand
with a new creative
concept oriented to
be relevant and
aligned with Cash
Converters’ strengths
Brand positioning
to drive every
action of the brand
(internally and
externally)

17. The team
17
And, of course,
Cash Converters
Digital strategy
Team
Creative team

18. The path
18
PERFORM
ANCE IMAGERY
JUDGEM
ENTS FEELINGS
SALIENCE
IDENTITY
MEANING
RESPONSE
RATIONAL
EM
O
TIO
N
AL
RELATIONSHIPS
Keller's Brand Equity Model

19. The analysis
19
General audience
Corporate identity communicated
Perceived positioning
Customers Co workers Franchises
Is perceived by
Perceptions generate

20. The context
20
BOLD
UNIQUENESS
NEXT STEP IN A
COMPETITIVE
CONTEXT

21. Understanding the communicated identity
21
• Focus of communications
• Approach to campaigns and communications
• Tone of voice
• Possible paths for positioning
• Client focus on buying and selling
• Product focus
• Approach to sales within physical stores and online
• Driving sales with rational incentives, e.g. competitive pricing
• How emotional marketing is used to generate positive brand
awareness and associations
What we needed to track

22. Understanding the communicated identity
22
The sources of analysis
Published content Customer service Internal reports
Social Media strategic
docs
Social Media reports Owned media

23. Understanding the perceived positioning
23
BRAND STAGE GOAL
KEY ISSUES WE NEED TO UNDERSTAND
Rational Emotional
POSITIVE
REACTIONS
RESPONSE
- Reasons to choose CC vs competitors
- Shopping experience
- Service experience
- Reasons for recommendation and
prescription
- Brand experience
- Satisfaction reasons
- Why would users recommend Cash
Converters
BRAND
ASSOCIATIONS
MEANING
- Key advantages perceived by the customer
(price, convenience, uniqueness of products,
ease, purchase / sale service ...)
- Drivers of purchase / sale
- Emotional associations
- Reasons for generating bonds with the brand
SALIENCE IDENTITY
- Cash Converters brand perception
- Media impact of the brand
- Top of Mind (Share of Voice)

24. Research techniques
24
QUANTITATIVE
QUALITATIVE
OFFLINE ONLINE
Panel
surveys
Online
surveys
Focus
groups
Panel
tracking
Media
analysis
Listening
Audience
profiles
Online
communities
Customer
Journey
inspiration
observation
immersion

25. Understanding the perceived positioning
25
TARGET
TECHNIQUE
OUTCOME
GENERAL AUDIENCE CUSTOMERS CO WORKERS FRANCHISES
INTERVIEWS INTERVIEWSSURVEYSMONITORING REVIEWS
SURVEYS
MONITORING REVIEWS
Standardised data about identity, meaning and response

26. Now it’s time to define

27. The basic approach of positioning is not to create something new and
different, but to manipulate what’s already up there in the mind.
The most difficult part of positioning is selecting that one specific
concept to hang your hat on.
Successful positioning requires consistency. You must keep at it
year after year.
Al Ries

28. Possible brand positioning paths
28
We took three possible positioning
paths extracted from the analysis
stage.
Then, we ranked them by giving
them values in the four key areas of
the brand.

29. How the paths match with the audiences
29
What really matters is their attitudes

30. 30
So we created a
positioning based
on an attitude
The output

31. 31
The output
A new claim for the
company that is guiding
everything they do, both
internally (processes) and
externally (comms)
A brand manifesto with
all the key issues that
differentiates Cash
Converters from the other
brands
A new tone of voice to be
applied to everything the
brand does or says
A refurbished design
style aligned with the new
positioning
Brand guidelines to drive
all the communications
Implementation plan to
activate the positioning
in the communications
plan, marketing actions,
web, operations…

32. Key learnings
32
The analysis always takes
longer than expected
Arrange frequent catch
ups between agency and
client (although not too
many of them)
80/20 still works
Never miss a line of
business
Listen to your own
employees
If it’s not aligned with the
brand core meaning, it
doesn’t work

33. Barcelona • Brighton • Ciudad de México • Madrid
goodrebels.com • @GoodRebels
Data. Creativity. Tech.