1 Group Marketing

Numerous logos The cloverleaf has only been around in use for around 40 years and we don’t even always use it

The High Street - Pre rebranding project

Brand Components

Brand components Consistent quality A co-operative business gives its customers good quality products and a great service at a fair price, wherever and whenever they use it Trustworthy A co-operative business is honest, open and fair with its customers, behaving with integrity at all times and being expert and accountable at what is does Rewarding experience A co-operative business offers a welcoming, pleasing and rewarding experience. It does something worthwhile with its profits, leaving customers feeling they’ve done well by both themselves and others Community A co-operative business builds a close relationship with its customers by being there for them, reflecting their needs, and contributing to their communities Championing A co-operative business makes things better for its customers by creating, pioneering and implementing innovative and socially-responsible ideas that lead the industry Our brand offers a coherent message across all our businesses. There are five components that make up the DNA of our brand vision:

The Co-operative brand strategy

Consistent across businesses Virgin

Brand identity

Consistent Quality - A unified brand

Consistent Quality – communications Logo positioning Type style Type alignment Use of honest, simple, straightforward photography Four key principles

Community and Championing -The Ethical Operating Plan 12

Encompassing all our social goals 13

Key elements: 14 OF THE PEOPLE, FOR THE PEOPLE Puts the focus on the individuals Chimes with the people-centred approaches being employed by the group businesses PLAYS TO OUR STRENGTHS Uses our heritage, but is future-facing Uses local credentials, and global scale DISTINCTIVE AND OWNABLE Not just another friendly corporate plan Only The Co-operative could do this

Join the Revolution Brand campaign 15

Join the Revolution Brand campaign 16

Join the Revolution Brand campaign 17

Join the Revolution Brand campaign 18 Film to be played

Rewarding through membership Share of profit £7 million (1.4p per £1) Share of profit £70 million (2p per £1) Our scheme has grown massively, and the rewards are better now...

Membership among customers Annual customers and cardholders 29M customers 19M customers 30.7M customers 13.4M customers 29.4M cardholders 22.4M cardholders 23.2M cardholders 6.5M cardholders Tesco Clubcard Sainsbury’s/ Nectar Boots Advantage The Co-operative membership

Members cross-trading Only food 2.7m Only other 56k Only bank 1.3m The vast majority still trade with just one business. 25% cross-trade with one other business 3.2% trade with more than two businesses. 3.2%25%

Consumer views on loyalty and membership 25%

Summary Membership isn’t easily understood Feeling rewarding is important Our scheme needs explaining Loyalty isn’t always convenient Even among members