rethinking group | strategy is nothingif you cannot implement it
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Rethinking Group BrochureTRANSCRIPT
Strategy is nothingif you cannot implement it
Your company has come a long way.
Where will you take it from here?
When was the last time you fundamentally overhauled your
competitive strategy? How fast are you currently renewing
your products and services?
In a world where what you do now can quickly lose its value
and become irrelevant, the issue is increasingly what you
do next. What makes or breaks you in the new ‘Innovation
Economy’ is whether you’re capable of continually rethinking
and reinventing your company – and your industry – as fast
as the world is changing around you.
That’s why creativity has moved to center stage in business.
And why we should be talking.
Because what next is what we are about.
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The great excitement of the futureis that we can shape it.
Who would you like to work on the future of
your business? You would want the best.
A team with a proven track record.
A team that combines cutting-edge strategic
thinking with world-class creativity and a
passion for business success.
Welcome to Rethinking Group.
Peter Barratt-Jones,
creative strategy director and
co-founder of Rethinking Group
Call me on +31 (0)653120482
or mail to
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Wouldn’t it be great to have ablueprint for your company’s future?
Innovation is today’s driving force for revenue
growth and strategic renewal. It’s the key to
creating what’s next for your business.
If innovation is now the nº 1 priority on your
management agenda then this book is for you.
Rowan Gibson is a global
business strategist, the best
selling author of ‘Rethinking
the Future’ and his new book
‘Innovation to the Core’.
He is co-founder of Rethinking
Group. Rowan’s new book is
available from amazon.com.
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A core strategy gives focus,
energizes you and the marketplace.
Our repositioning strategy for Linssen Yachts
is based on the core idea ‘We take your
pleasure seriously’. It encapsulates a passion
for building quality boats and for enjoying
the boating lifestyle.
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W e t a k e y o u r p l e a s u r e s e r i o u s l y
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Core Strategy
The Linssen strategy focuses on the pleasure of motor yachting. Externally, this is reflected in the new corporate identity and
marketing communications. Inside the company, manufacturing quality and product innovation are aimed exclusively at creating the
perfect boating experience.
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Your success deserves a Steelcase office
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Building a brand across Europe
Strategy is aboutbeing different
When we build a brand,
we define the brand character,
often in a series of well choosen
words. This forms a guide for
how we behave.
If what we are doing does
not match with the list -
we don’t do it.
Today, more than ever, it is
important to be focussed
and to stand for something.
Something that fits the DNA
of your company, something
that only you can own. Often,
we find this is the reason that
you have been successful
till now. At Steelcase it was
their commitment to the
success of their clients.
This became the basis for
a core strategy based on
the success of their clients
‘Your success deserves
a Steelcase office’.
All documentation,
brochures, showrooms,
films and new product
introductions were given
a fresh new look to build
on this concept.
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Doing the basics - advertising
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Doing the basics - Brochure Design
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Setting the Style
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Doing the basics - Brochure Design
The Orgatec International Trade Fair in Cologne: 2400m2 Steelcase stand. Bringing the Brand to life.
No experience - no memor y. You only have one chance to make a first impression.
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The Innovation Centre in Strasbourg, the Viva Café in Rosenheim.Wouldn’t you like to work here?
If people are your most important asset, give them the environment to feel at home at the office. Doing business with friends.
Rethinking the office. Unleashing the people power. Feel at home at the Office. Themes to encourage the feel-good factor.
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Getting a complex message across. The 3’i’s. Intelligence, Information and Imagination.
Complex stories made memorable
and easy to understand. All on one
disc. Sustainability, Organization,
What we think, Where are our
dealers. Our history, Great!
‘Your success deserves a
Steelcase office’
A fast moving commercial
stlye film to introduce the
new Steelcase Strategy.
Used in showrooms and
offices, around the world.
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When wo
oy
rk
l i fe 's ja
i sa Ple u esa r
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Relationship Marketing
Work hardPlay hard
Doing business with friends is about creating great relationships with customers, employees, dealers and strategic partners.
We like to live by this principle ourselves and we help our clients do the same.
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WorkLife Amsterdam
WorkLife Brussels
WorkLife Madrid
WorkLife London
WorkLife Paris
WorkLife Milano
WorkLife Rosenheim
WorkLife HongKong
WorkLife Shanghai
WorkLife Melbourne
WorkLife Sydney
WorkLife Kuala Lumpur
WorkLife Casablanca
WorkLife Beijing
WorkLife Tokyo
WorkLife Tokyo
WorkLife Singapore
WorkLife Bangalore
WorkLife Madrid
WorkLife Delhi
Our work is seen all around the world
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What Next in Retail?
Piet Zoomers is a retail
phenomena in the Netherlands.
Thanks to the energy of the
two owners and a long
standing partnership with retail
legend Hans van den Hout
(www.retaillab.com).
We were asked literally
‘What Next?’
As we move away from the
transactions to relationship
building. What we did
yesterday is not good enough.
To reflect the changing world
we developed a strategic vision
for the future. And then filled
in what we needed to do to
achieve this. A core strategy.
A celebration of fashion.
New housestyle to reflect this.
Recognising that we are
moving away from transactions
to relationships we used this as
a basis for developing a triple
play strategy. Great In-store
experience, a magazine and
an online store.
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Instore
Online
Magazine
A triple play strategy
A C E L E B R A T I O N O F F A S H I O N
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Zoomers Magazine
The company experience in your hand. As part of the strategy we developed a new magazine concept. Here we can showcase
our thoughts and our products. What makes us different. Talk with our customers. Introduce new ideas and have fun. As well as
buying from the page.
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Top brands for top prices. Part of the strategy.
pietzoomers.com - The heart of our communication
Doing business with friends. The core of what we do. We keep our Fashion Friends informed on what we do and the special
events we organize.
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Webshop 7 Days. Not an ordinary webshop. At 7 Days we give our customer the chance to buy must-haves from our collection
at attractive prices. But you must be quick. Every day the items get more expensive!
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Piet Zoomers Fashion & Fun
From transactions to relationships. Our instore activities reflect the fun and energy of our company. Building slowly the relationship
with respect and trust.
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A fashion show, sky diving, top football games, theatre - fun for everyone. Membership has its privileges.
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If you’re in anovercrowded market,create a new categ ory
Marketing is not a battle
of products; it’s a battle
of perceptions.
The most powerful concept in
marketing is owning a word
in your customers’s mind.
The essence of marketing
is to narrow the focus.
You become stronger when
you reduce the scope of
your operations.
What is your focus and
the reason that you are
successful till now?
And what will fuel your
growth in the future?
Create a new category and
lead it! This is what we did
for the international flooring
company Bonar Floors.
We repositioned them
across the globe as
The Hi-Performance
Flooring Company.
By creating and owning
the high performance flooring
category, we regained focus
and added value.
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We carefully positioned the brands
To tie in with our new strategy a new house style and tone of voice was established.
Each product brand was carefully positioned. A new website and DAM system keeps it all together.
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Key visuals and simple ideas
To build a brand you have to establish the history and visualise all assets.
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Engineered for life
A sustainable vision
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The High Performance Flooring Companyneeds High Performance Design
As part of the Hi-Performance
strategy Bonar Floors commissed
Ettore Sottsass and Christopher
Redfern of Sottsass Associati
Milan to design an exclusive new
range for their successful Flotex
brand. Ettore Sottsass is widely
recognised as the most celebrated
designer of his generation. SOTTSASSREDFERNwww.SOTTSASS ASSOCIATI.com
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Sponsorship event
The Sottsass Collection by Bonar Floors featured in an exhibition celebrating the life and work of Ettore
Sottsass at the Design Museum in London entitled “SOTTSASS - WORK IN PROGRESS”
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Yes!
Klaus’ reaction to the sale of his first company.
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Can we turnyour Brandinto aLoveMark?
Klaus Werndl has been a
good friend to Rethinking
Group over the last 20 years.
We helped him build his
company from zero to 175
million euros with creativity
and fun. Always remembering
that strategy is about being
different. If they zig we zag.
We lead the business and
we made the surprises!
After his successful company
sale, we designed with him his
new company, to fit into his
wishes and of the
Werndl family. Quest was
born. And is already
exceeding expectations.
An example of getting
the DNA right.
The new Quest company
is based still on the
concept of doing
business with friends
and we are proud to have
been part of it!
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We used a magazine format to tell Klaus’ unique story and introduce his ideas on life!
Is it a magazine or a brochure?
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At Quest we bring good things to life
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Where does innovation
come from?
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Made famous by the brilliant British social philosopher, Charles
Handy, the inverted Doughnut is a business model that can help
you cope with the extreme ups and downs of modern business.
If you want to know more just get in touch!
The Doughnut principle
www.rethinkinggroup.com
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Turning your products into market driven services.
Value Innovation is a way of
looking at the world. What we
can do to help our customers
do more, make more, save
more and achieve more?
This core strategy has been
used to insure a successfull
European launch of the
DrakaXSNet Fiber-to-the-Home
solution.
Draka XS net | V alue Innovation for yourNext Generation Access Network
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1 corporate brochure, 8 market brochures, 24 application brochures. In 5 languages.
Corporate Literature
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Branding a city?
We see a city as a brand.
Eindhoven, the city where
we are based. For years the
home of leading technology
innovators like Philips, DAF
and the TU/e. We looked at
the DNA of the city. We looked
at what companies and people
want and we choose to focus
on - the future. We all want a
happy future!
Eindhoven.
We’re making the future.
Be part of it.
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How to make a Lo veMark
As Kevin Roberts wrote in his book ‘Lovemarks’ “for great brands to survive, they must create Loyalty Beyond Reason in consumers.
This is the only way they can differentiate themselves from the millions of going nowhere ‘blands’.” This is what we are doing for
the highly successful Xsensible brand. From packaging all the way through the line, building the brand as we go. Working closely
with our client! Love at first step.
How to make a Bestseller
The key to succes lies in... a great product! StretchWalker - probably the best comfortable walking shoe on the planet. A unique
innovation. Important to get the balance between ‘rational’ product information and ‘emotional’ benefits. The more you focus, the
stronger you get.
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Fresh thinking in a medical environment
We position Forma Formosa as a new fresh player in the Footcare world. It must be seen to be the
new kid on the block, in tune with modern life. In line with the brand character we are creating and
communicating - we make extensive use of the theme: Happy shoes, happy feet, happy life.
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Forma Formosa
Mediveen
Kokkerelli. The kids University of Cooking. It is important to get the story right from the beginning. This gives power and focus to
all your activities.
Start with the end in mind.
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Doing business with friends
‘Doing business with
friends’ is about creating
great relationships with
customers, dealers and
strategic partners.
This is how we work at
Rethinking Group, we are
a team of World-Class
professionals each an
added value link in the
creative chain.
We like to live by this
principle ourselves and
we help our clients to
do the same.
Want a chat?
Call Sabine Swinkels on
+31 40 2433767
or mail
or call
Peter Barratt-Jones on
+31 653120482
or mail
Adaptec
an der Alten Spinnerei
Apple computer
Aubenhausen
Bestgift
Bonar Floors
Bose
Chateau des Launes
Draka
DSM
Eurocres
Fit in
Fits All
Forma Formosa
Gemeente Eindhoven
House of Shoes
IAK Verzekeringen
Innerlife
Kokkerelli
Linssen Yachts
Mediveen
Mercuri
Nimco Ortheopaedics
Nivabel
Park Strijp Beheer
Philips
Piet Zoomers
Polos
Quest
Scelta Mushrooms
See-Buy-Fly
SKIM
Steelcase
StretchWalker
Viva
Werndl
Xsensible
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Do good by be ing good.We use our creativity to drive and focus business.
But we also use this to help others help themselves.
That is why for the last 8 years we have been supporting
Atiy, a school community in Bolivia. www.atiy.nl
E N E R G I E Z E N T R A L E
Le Kitchen
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Think about it?
This is a question we use to start the innovation process.
What’s wrong with this ser vice? What’s wrong with this product?
www.rethinkinggroup.com
What’s wrong with the pizza?
World classbusiness creativity
RETHINKING GROUP DESIGN
www.what-next.biz
www.rethinkinggroup.com
www.rethinkinggroup.com
Willemstraat 1F, 5611 HA Eindhoven, The Netherlands, +31 (0)40 243 37 67, [email protected], www.rethinkinggroup.com, www.what-next.biz