I went to see Alicia… I am not talking about the girl I meet on Saint Teresa street.
I am talking about the taste of a place – Alicia Foundation
I was thinking that the food is like the music, more than that, every time when I’m going to a restaurant is like going on the opera. My responsibility is to choose the right piece who can bring the best from myself.
The rest depends on the conductor/chef.… …
Campus Bell, Île-des-Sœurs, SAT (Société des Arts Technologiques)
The vision behind the SAT
3Rs : Review – Reflect – Recreate
The brand of yesterday was easy to understand and previsible.
Creativity is not a process. We are condemned to be creative.
It’s a starting point. A must. A mental posture.
Advertising in the 80′s was easy. Today is completely crazy.
Brand is only perception. It has no reality.
It has to communicate values.
Brands are now evolving in a very complex egosystem for tribal and disciplined targets.
A brand is:
Identity
Vision
Expression
… …
Rick Seifeddine
Senior vice-president Brand strategy
Operating revenue mix
Wireless 30%
TV/fiber 11%
wireline internet 27%
Media 12% (acquisition of CTV)
Wireline voice 20%
Bell 46%
Telus 29%
Roger 25%
Brand requirements 2008 :
English/French
Business/customer
Internal/External
Narrative legs
Easily recognized/simple trigger
Bell centric
Consistent
Key brand elements :
New logo
New tagline
The notion of “On bell”
Consistent and clean… …
8:00. Meeting at Square Phillips Hotel, direction Nun’s Island, where the Bell offices are situated.
After a tour to Rive-Sud (the bus missed the exit to Nun’s Island…), we were received with good coffee, Tim bits, croissants and fruits.
First presentation:Francois Morin, Senior Director, businee communications
Revenue 18 billions $
22 M customer connections
50 000 employees
Entreprise value 39 billions
Goal : to be recognized by customers as Canada’s leading communications company.
A… …
