AWARD WINNING WORK

BEST B2B BRAND CAMPAIGN Project Delivering uptime

Client Satair

Year 2008

AWARD WINNING WORK

BEST B2B BRAND CAMPAIGN Project Delivering uptime

Client Satair

Year 2008

Executive summary

Client Satair Campaign Delivering uptime Introduction Satair, the world’s largest independent distributor of aerospace parts, wanted to move up the pecking order in customers’ eyes, while unifying the company under one brand following several acquisitions. Satair functions as a gateway between aircraft manufacturers and operators on one side of the customer equation, and aircraft parts manufacturers on the other. Insight Rather than competing just on availability, price and lead time – like most suppliers – Satair needed to communicate that it offers a whole different level of service. Beyond parts, Satair’s entire organisation is geared towards helping customers keep operations up and running, for example through inventory management. Idea By focusing on the ultimate benefit for the customer – planes in the sky – this concept communicates that Satair offers business continuity, rather than merely aerospace parts. Implementation Ads for trade publications, corporate ID programme, sales literature, exhibition stand. For employees: brand launch newsletter, posters, screensaver. Why it won Satair needed to send a strong signal to the market explaining the value it adds over and above simply delivering parts. The campaign does so not only with eye-catching creativity, but with a compelling business message that captivated both external and internal audiences.

Award briefing

The client As the world’s largest independent aerospace parts distributor, Satair supplies more than 50,000 different parts to aircraft operators and manufacturers. They also deliver supply chain solutions that help their customers achieve greater efficiency. Objectives For years, Satair had run a hugely successful business without investing heavily in branding. And over time, they’d acquired a number of new companies around the world. But like many B2B multinationals, they started facing fierce competition from cheaper rivals and greater demand for added value from customers. At the same time, the acquired companies needed to be unified under a single brand. In order to preserve their industry lead, Satair formulated an ambitious business strategy. Objectives included: - Securing new distribution contracts from aircraft parts manufacturers, particularly of high-end parts - Developing Satair service offerings to increase focus on value-added products such as total supply chain and inventory management solutions - Expanding Satair’s geographic presence, especially in the U.S. and emerging Asian markets To support these objectives, Satair realized that differentiating the corporate brand, galvanising employees and expressing their capabilities were all crucial for long-term success. The Satair brand had to be visible – and relevant – to all stakeholders in the global aviation market. Satair asked CBC to develop a brand platform with the central aim of moving Satair up the pecking order by communicating a new, value-added edge.

Strategy CBC conducted a series of interviews with Satair employees around the world, including senior executive teams, country managers and representatives from all business units. Our goal: to identify a point of competitive differentiation and a corresponding customer benefit. In other words, to find the Satair brand position and proposition. CBC’s brand development model captures the essence of the exercise. The model relies on the following 8-step process to make information operational for communication purposes: 1. BRAND VISION

5. BRAND SLOGAN





Answers the question:

Answers the question: How do we express our promise?

Why are we here in the first place? To help aerospace companies run a more



Delivering uptime

competitive business



a. Relevant – Embodies a real benefit



b. Accessible – Straightforward and understandable

2. BRAND ASSOCIATIONS



c. Credible – Consistent with people’s experiences



Answers the question: What do we stand for?



d. Inclusive – Appeals to all stakeholders



Primary association: Exceptional service



e. Distinct – Separates Satair from the pack



- Reliable - Knowledgeable

6. BRAND SYMBOL

- Responsive



Answers the question: How will you recognize us?





Graphic encapsulation of the uptime promise

Secondary associations: International coverage; wide range; specialist focus; independent ownership

7. BRAND PERSONALITY 3. BRAND POSITION



Answers the question: What do we sound like?



Answers the question:



The key facets of Satair’s character are:

How do we want to be perceived?



a. Honest: A trustworthy partner

As the most committed provider of aerospace supply



b. Knowledgeable: Informed, competent assistance

chain services in the world



c. Friendly: Obliging, respectful people



4. BRAND PROMISE

8. BRAND APPEARANCE



Answers the question:



Answers the question: What do we look like?

What will you do for me if I choose you?



The “look” Satair wants to convey is:

Boost business continuity



- Contemporary: Energetic, positive design;





modern photo style



- Universal: International tone and look



- Commercial: Industry-savvy messages and content

With a variety of target audiences, including three distinctly different customer groups in addition to employees and other stakeholders, the creative idea required broad appeal. What’s more, it needed to work in all geographic markets and all media. Because the internal audience is crucial to the success of any brand – especially a service-oriented one – the strategy included motivating employees and explaining the thinking behind Satair’s branding exercise in a brand launch newspaper, screensaver and posters. Satair’s graphic identity plays a role in supporting the brand and sending a uniform message as well. Therefore we also updated Satair’s logo and established a unique “corporate look” for Satair, including corporate stationery, signage and design grids.

Target audience Satair has three distinctly different customer groups: 1) aircraft manufacturers, such as Boeing; 2) aircraft operators, such as commercial airlines; and 3) aircraft parts manufacturers. In addition to these target audiences, the material had to appeal to employees around the world as well as shareholders. Media Ads in trade publications – The aeroplane shadow and new tagline are at the heart of the branding concept. The shadow is a metaphor for “uptime,” which is the measure of success in supply chain management.

Sales literature – A series of three segment-specific brochures allows Satair to convey the value it adds beyond merely delivering parts to each of its target audiences.

Corporate ID programme – A more up-to-date, “aerodynamic” logo reflects a modern, professional company on the move. We also developed new corporate stationery and signage.

Satair A/S Amager Landevej 147A DK-2770 Kastrup Denmark www.satair.com

Satair A/S Amager Landevej 147A DK-2770 Kastrup Denmark Tel: +45 3247 0100 Fax: +45 3251 3434 SITA: CPHSA7X AOG Service: +45 4040 1224 Satair A/S www.satair.com Bank: Amagerbanken, Amager Landevej 147A DK-2770 Kastrup Copenhagen Nordea, Copenhagen Denmark Tel: +45 3247 0100 Incorp. No/VAT No: 78419717 Fax: +45 3251 3434 SITA: CPHSA7X AOG Service: +45 4040 1224 www.satair.com Bank: Amagerbanken, Copenhagen Nordea, Copenhagen Incorp. No/VAT No: 78419717

Peter Barrow

Sales Account Manager

Satair A/S Amager Landevej 147A DK-2770 Kastrup Denmark

Phone: Fax: AOG Service: SITA:

+45 3247 0100 +46 3251 3434 +45 4040 1224 CPHSA7X

Residence UK: 17 Ashmead Longlevens Gloucestershire GL2 9RU, United Kingdom

Direct Line: +44 (0) 1452 330 915 Mobile: +44 (0) 7769 974 336 Fax: +44 (0) 1452 330 923 E-mail: [email protected] www.satair.com

Exhibition stand – A commanding presence is necessary when Satair meets its customers at exhibitions and air shows around the world.

Satair’s new, updated profile greets customers at Satair facilities across the globe.

Founded on tradition Raising our profile

Under one name

The foundation of our efforts rests in identifying the correct brand position for Satair – one that differentiates us; one that appeals strongly to our audiences; and one that really captures the spirit of our organisation. At times like this it’s important to remember that while trends come and go, the basic premise of our business model has not changed: we still supply aerospace parts to those who need them in a timely, cost-effective fashion. Our entire organisation is geared to performing this function, and we have many resources at our disposal. However, most of our rivals have similar ambitions and similar resources. Similar in every way except one: You. PEOPLE OVER PARTS We believe that what sets Satair apart more than anything else is the quality of our people. It’s on the back of your know-how, enthusiasm and initiative that we’ve built our reputation. And as more and more customers look for value-added services, it’s increasingly people – not parts – that make the difference. That’s why we want to position ourselves as the most “service-minded” player in the market. By building our brand around people, we’re building on the best from the past – our traditional strengths – while addressing the needs of the future. Our new brand concept is a perfectly natural extension of our existing reputation for exceptional service.

SATAIR BRAND PLATFORM Satair helps customers modernise and optimise their supply chain operations. For aircraft manufacturers and operators, a lean supply chain can represent the difference between profitability and receivership. So while our contribution is rather basic, by doing what we do better than anyone else, our impact Like any company, Satair constantly needs to adapt to changes in the business environment. Recently is often dramatic. Through raising uptime and reducing costs, we’ve experienced PMAs, greater demand wegrowing can significompetition cantly lift our from customers’ competitiveness. Thesefor value-added services and arean summarised in important the model below. the emergence ofthoughts China as extremely new market.

Each of these trends has presented both challenges and opportunities to Satair. In response we’ve acquired additional skills, customers and coverage (particularly in Asia and the US); re-engineered our

1

2

service offering (to include supply chain management); and made valuable new agreements with strategically important suppliers.

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Not all of these changes are complete by any means, and there will be a period of readjustment as new developments take effect. But it’s fair to say that Satair is better suited than ever to its surroundings.

Brand vision

Brand associations

Answers the question: Why are we here in the first place?

Answers the question: What do we stand for?

To help aerospace companies run a more competitive business

PRIMARY ASSOCIATION • Exceptional service - Reliable people - Know the aerospace products and business inside-out - Responsive, professional, resourceful organisation SECONDARY ASSOCIATIONS • International coverage • Product range • Specialist knowledge • Independent

Employee initiatives – A brand launch newsletter helped motivate employees and explained the thinking behind Satair’s branding exercise – especially relevant, since Satair had acquired new companies in a number of different countries. A Flash screensaver and posters also served as daily reminders to employees of the branding initiatives.

Brand position

Brand promise

However, as we move forward on many fronts, it’s more important than ever to remind ourselves that we are all part the of question: the same company. daily jobs may vary hugely, but the wequestion: all have a common Answers How do we want Yes to beour perceived? Answers What will you do for me if I choose you? purpose here – to serve our customers. Asensure the most provider Boost business continuity To help thatcommitted everyone at Satair is pulling in the same direction, we’ve launched a wideaerospace supply chain and effi ranging of branding programme. The purpose of this project is to consolidate allciency our operations under services in the world one name, with one image and one promise to the world. By doing this we hope to unify the company internally as well as send a powerful message to the market. We want the world to know exactly what makes Satair a special business partner. Branding is about more than words and graphics though. It’s about action. Our branding efforts will only succeed if our promise to the market is kept and our assertions backed by actions. In other words, our brand is in our hands. Please take a moment to read this folder. It explains what the Satair brand stands for and how we intend to communicate this to the world.

Timescale The material was produced and ran in 2007/2008. Results Satair has gone from an aircraft parts supplier whose only external communications were a biannual newsletter, a website and an annual report without any cohesive brand identity to a visually unified, dynamic company that offers its customers added value – and communicates this brand identity through a well-rounded communications platform. Testimonial “The creative concept and the new materials have been very well received. It’s helped unite the company internally, and it differentiates the brand externally. We believe it’s a sustainable platform that will support Satair for years to come.” Camilla Gregor Schuricht Marketing Manager, Satair