i n t e g r a t e d s t r a t e g y

and innovation

• Consultancy based• Strategy & Innovation Expert

• Integrated Brand Experience Expert

• 7° Strategy brand & Innovation• Defining vision, mission, core purpose and values etc

• Determining competitive advantage through customer research & core drivers

identification

• Developing new brand positioning and innovative products and services

• Reviewing products and services - facilitating innovation as appropriate

• 7° Branding™ integrative brand design management• Discover - understanding and analysis

• Determine - core drivers identified

• Define - brand positioning defined

• Deliver - implementation

• Master of Design Management

• Thesis – Strategic Branded Experiences

background - setting the context

michael major

princes square glasgow, britain

• As the principal designer for the

entire shopping experience; my

responsibilities were to

choreograph everything the

shopper saw, touched, smelt or

heard.

• Princes Square opened in 1987

quickly becoming one of the most

popular shopping experiences in

Glasgow.

• 20 years later it is still as popular

as ever with the original design

fundamentally unchanged

michael major

living & giving auckland

• I helped define the essence of the

Living & Giving brand being the

magical experience of going into an

Aladdin's cave – and then translate

this magical experience into reality

where the customer never quite

knew what they could expect to find.

Customers were always guaranteed

to be surprised and delighted. It

was an unpredictable but fun

shopping experience for them.

• Living & Giving became an iconic

brand in New Zealand, which

resulted in being purchased by

Pacific Retail Group for $4.4 million

michael major

columbus coffee new zealand

• My responsibility was to develop

an overall brand identity and

spatial experience for Columbus

Coffee. The role required my team

to create a totally cohesive

surrounding, which seamlessly

integrated the operational

requirements in an environment

that people loved to drink coffee.

• When Columbus Coffee first

opened in the High Street in

Auckland‟s CBD in 1995, it caused

quite a stir. It is still today a

strongly recognised brand.

michael major

mövenpick ice cream auckland

• Mövenpick Ice Cream opened

their first New Zealand flagship

store in Auckland in 2003 on a

site that was only 54m² in size.

• My role was instrumental in

driving the strategy to create an

store that would survive as a day

and night time operation.

• The success was demonstrated

by the 20 minute queues to buy

an ice cream. The queues

became so long that part of the

pavement had to be cordoned

off!

michael major

h&j smith invercargill

• I set the master design for the

Invercargill department store in 1996

with a subsequent one completed at

the beginning of 2008 for the

remaining 50% of the store.

• As each department has been

refurbished, there has been a

significant uplift in sales by as much

as 34%.

michael major

smales farm technology office park

• I was appointed in 2004

as the lead retail

consultant for the new

retail support centre

being developed for the

Office Park. I provided

the creative retail

direction for all of the

consultants.

• From extensive research

I developed four themed

quadrants as the master

plan around the Smale‟s

values of “work, rest and

play”

REST - airQuadrant “D”

WELLBEING - earthQuadrant “A”

WORK - sparkplugQuadrant “C”

PLAY - waterQuadrant “B”

michael major

esquires coffee houses international

• Esquires Coffee Houses in New

Zealand has expanded internationally

in the Middle-East and China. The

original identity was 15 years old and

no longer relevant for their market

locally or overseas.

• I managed the Esquires Coffee

Houses rebranding process. The

result is a comprehensive solution

which has been implemented into NZ,

Fiji, the Middle East and China.

• The New Zealand & Australian

master franchise was recently sold to

Retail, Food Group for $9.5 million.

michael major

wofem bagels high street, auckland

• The design of the store brought

the experience of the Wofem

brand alive in the mind‟s eye of

the customer, taking the brand to

new levels of appreciation.

• The Wofem brand identity is

playful and humorous. The store

design expressed this playfulness

and humour from the storage of

the bagels on upright posts,

reflective of the “quoits” game, to

the “bum-rest” seats shaped like

bagels.

michael major

farmers homestore westgate, auckland

• The Farmers Homestore at

Westgate Shopping Centre

was the first stand alone

homewares store in 2000.

• The store design created took

homewares shopping for

Farmers to another level,

delivering a unique shopping

experience customers‟ love.

• Each category/department

had its own identity whilst still

sitting comfortably under the

main brand identity of

Farmers.

michael major

element remarkables park, queenstown

• My client wanted a store that

customers would go „WOW‟

when they walked in, the store

design delivered just this.

• I placed considerable emphasis

on ensuring that all aspects of

the business were thought

through thoroughly from the

operational intent of the

business to the needs of the

customer. In this way the

business meets its intended

targets whilst delivering an

experience that customers just

keep wanting to come back to.

michael major

woolworths re-branding nationwide• This refurbished 277

Woolworths store increased its

weekly turnover by 17%. This

was a massive increase on top

of the existing million dollars it

was doing weekly back in 1999.

• Each subsequent store

refurbishment increased

turnover by a minimum of 10%.

• The rebranding of the

supermarkets provided a more

conducive customer

experience, taking the drudgery

of chore shopping out of the

supermarket visit.

michael major

fifth avenue men‟s apparel re-branding

• My responsibility was to help

the owner of Fifth Avenue

unlock the essence of his

business and establish the

brand principles on which he

can grow his business.

• My current role as their brand

manager is to bring these brand

principles alive into the daily

running of the business and

develop new innovative

customer loyalty products and

services over the next 9

months.

michael major

testimonials

hr logic strategic planning

“Michael and I have been working together for the last 6 months which began as a marketing exercise and quickly progressed to Michael becoming my „trusted advisor‟ or if you prefer my mentor.

I was truly impressed with the speed in which he was able to understand my business and more importantly, me. The methods of research and understanding were impressive in the way that he then coupled all the individual aspects together to form and complete the picture.

His questioning approach was insightful and thorough and frequently entertaining as well as there were many laughing moments along the way. One example was him asking me to create a „train track‟ of special events in my life and each of those became a station on the journey. The picture that emerged was really tested when he asked, “Why”.

Most important though was his ability to cut through to the core of situations in order to understand the cause of actions and then subsequently create solutions for action.

We are only part way through the journey and already are making significant progress in what can only be described as an enlightening experience as often we as individuals are too close to situations to see the reality.

If you are seeking or even thinking about obtaining some external support then I would not hesitate to recommend you having a chat with Michael to discover his talent and ability for yourself.”

Philip Wood : managing director

michael major

esquires coffee housesintegrated brand/design management

“We have worked with Michael since 2002 opening franchise stores throughout

New Zealand.

Back in 2006 Michael began working with us to re-position the Esquires brand

offer to make it more relevant and attractive for both international and local

markets. Michael's methodology and process achieved alignment with all of

the senior management on the company's vision, mission, values, and core

purpose for the future growth of Esquires Coffee Houses. From this

foundation, Michael worked with us to develop the new brand identity which

was then applied across all of the brand touch points. This was then translated

into brand usage and store fit-out guidelines.

The new identity is a critical step forward for the company's international

expansion plans. We have opened only a couple of stores under the new

identity here in NZ and Fiji, so it is too soon at this stage to ascertain the true

success of the new identity, however early indications are very promising.

We have found working with Michael to be very enjoyable. Our relationship has

enhanced our brand and business and created real value for our organisation.”

Stuart Deeks: Esquires Coffee Houses

michael major

upo business growth/product development

“Michael‟s business process provided a sounding board for idea‟s and

possible business growth without impact on the status quo. This process

provided the procedures and discipline to maximise UPO‟s competitive

advantage within the marketplace.

The process enabled me to look into the business and establish better

working practises that have enabled growth.

Michael‟s unique knowledge and insight into the retail market provided

grounding for discussions around business growth.”

Dean Hawken: managing director

michael major

h&j smithintegrated brand/design management

“The redevelopment of an iconic department store with in excess of 100 years history presents endless challenges and opportunities. When we embarked on this process we knew that we had a tiger by the tail and that sound design and project management skills were essential. The need to keep trading throughout and to evolve new business processes in conjunction with the refurbishment meant that the project was always going to take a number of years to complete.

While we wanted inspired design, we also needed to be confident of continuity through the term of the project. I am delighted to say that Michael Major has been with us throughout this major undertaking for the last ten years. He has provided the continuity, the discipline, the questioning, and the guidance required to ensure that each stage of development takes us further in developing the customer experience yet remaining true to our market positioning. We value what Michael contributes to the process, the way he works with us, and the skills and resources he is able to access.”

John Green: CEO, H&J Smith

michael major

life pharmacy integrated brand/design management

“I have had the pleasure of working with Michael over several years, and in particular designing supermarkets for both Woolworths and Foodtown.

What I appreciate in Michael is that he takes the time to fully understand where the Brand fits in the market, the Brand vision, values, it‟s USP, and customer profile.

From this knowledge Michael is able to respond to a design brief, and direct his team to deliver a design outcome, which has applied logic in terms of customer receptiveness, creativity, and practicality, which will appeal to the sensory outtake by the Brand‟s existing and future customers.

The all-embracing concept is then delivered to the client cognisant of budgets, and practical application of the everyday wear and tear, which must be endured in the everyday environment.

Michael and his team then work with the shopfitters to deliver the completed product to the client‟s satisfaction, and follows up on each project with a full post implementation audit.”

Des Flynn: G.M. Strategic Business Development

michael major

karaka lakes integrated brand/design management “Karaka Lakes were looking for a

holistic brand approach that would

take Karaka Lakes from merely a

brand name to something that could

be experienced on site within the

development. Michael Major was

instrumental in developing the initial

concept idea (which included doing

background research) and managing

the process through to brand

development. We are nearing the

final stages of completion for stage 1

of the project and hope that people

will get a real sense of delight, and

that a wonderful community is taking

shape, when they visit the site.”

Kirsty Reynolds: Marketing Manager,

michael major

eTore strategic repositioning of business“I have used Michael Major as a mentor since the beginning of

2008. Initially we met weekly, then fortnightly and then monthly.

Working with Michael has helped me to identify how I can re-position my

company to be more competitive. Michael's methodology has enabled me

to distinguish my vision for my business, its core drivers, and the unique

strengths of my business. Leveraging off this knowledge will enable me to

turn my current business offer into one which is compellingly more

attractive for existing and new clients through the clarity and distinctiveness

of the offer.

There is still some work to be done in re-positioning my brand identity and

associated marketing collateral to reflect this more distinctive offer, but

under Michael‟s guidance, I am sure I will be well guided.”

I have found working with Michael to be inspiring and challenging as I have

had to extend myself in order to reap the benefits of his mentoring.

Michael‟s industry knowledge, experience and intuitive feel for design has

made him invaluable authority when looking at my own business.”

Tore Anderson: principal

michael major

architects les dykstra unlocking the vision

“Michael Major has been my one-on-one mentor since March 2009 this year. His mentoring has focused on my practice‟s core purposes, values, and ideologies. This mentoring has included re-visiting and re-formulating the practice vision, brand promises. Other areas that have been covered include the practice culture, staff policy, and marketing.

I set up my practice nine years ago and have grown it successfully; however my enjoyment of it was waning. Fortunately, with Michael‟s „getting the essence approach‟ I got in touch again with the passion that first drove me to set my practice up and this has re-energized my motivation.

Michael, as well as being articulate and insightful, has been generous in his mentoring. The research he carried out has been beneficial to my practice and I would not hesitate to recommend Michael Major .”

Les Dykstra: principal

michael major

Phone +64 21 709 007 email connect@7degree.net

www.7degree.net Blog www.7degree.net/blog

i n t e g r a t e d s t r a t e g y

and innovation