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Facilities Management Journal July 2014

FMJ.CO.UK BRANDING FOCUS JULY 2014 29 Lipstick and makeup get you though the door, but it’s not going to win you the long term contract.” and the space Gather & Gather occupies. Richards believes that brands are more important in catering than in other facilities services. “Brands are so prevalent in our customers’ into their workplaces. For that reason and the fact that there are + & catering brands are more important than in less visible services.” COMPASS POINT One of the biggest branding stories of last year was Compass rebranding to 14Forty its support services brand in the business and 4 "> on 26 September 2013, Steve Davies, the company’s managing % J+ ; Like Gather & Gather, Compass underwent a carefully-managed buying patterns of more than 250 senior facilities professionals. That ! * 9 Q%# single service line procurement is on the decline, with clients moving to either bundled or integrated services which are self-delivered within a 24-hour environment.” # + proposed names were showcased for discussion and the names and brands of key competitors also analysed. Colour played a key role, with a colour wheel displaying the key colours used by competitors U= 9 < V *X 9 => companies. Davies is taciturn on the cost of the rebrand, describing people’s time as the key cost, and stating that the budget came from various operational pots dedicated to the replenishment of marketing signs Y*6 76 U= signage and uniforms. The relaunch was part of a wider cultural


Facilities Management Journal July 2014
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