User manual EASYGROUP BRAND MANUAL

[. . . ] The easyGroup Brand Manual © copyright easyGroup IP Licensing Ltd. p/49 last revised: April 2008 last revised: May 2005 section 3 brand application section 2 our identity section 1 what makes us tick? Hi from Stelios Dear friends and colleagues, The easy brand has now turned ten years old, and it is used by more than a dozen different businesses and millions of consumers from all over the world. I believe it is an extremely valuable asset which can generate substantial success for all involved with it. Therefore I have decided it is time to create a brand manual. [. . . ] We're never sexist, after all, easyGroup is for the many, not the few but we're often cheeky and always try to raise a smile. For example, easyJet cabin crew have said, "If you have enjoyed your flight today, thank you for choosing easyJet. If you haven't thank you for flying Ryanair!" and "It is a routine regulation that we dim the cabin lights for landing, it also enhances the beauty of our senior cabin crew!" p32/49 last revised: May 2008 Don't over complicate. Always look for the simplest way to say what you want. section 3 examples section 2 our visual identity section 1 about us lingo examples of how we have been using the brand p33/49 last revised: May 2008 section 3 examples section 2 our visual identity 34 35 36 38 39 40 4 42 web advertising group communication retail presentation PR PR case studies consumer communication how to use Stelios section 1 about us Every easy branded business is online. And most receive their sales activity through this channel. The design of the web pages are critical. The layout has to deliver information in a clear, consistent and concise way. The structure has to encourage purchase. For example. . . p34/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us web go on a cruise, listen to music, surf the net, whatever you want to do ­ do it for less! The benefit should focus on the experiences that the easy branded businesses can bring. This is done through descriptive headlines and photography of the businesses in action. go to easy. com and enjoy the whole easyGroup experience! p35/49 last revised: May 2008 section 3 examples section 2 our visual identity To present the easy. com portal to the consumer the communication must lead with a motivating consumer benefit. fly to Rome, eat pizza, catch a movie, section 1 about us advertising the easy. com centre The newly introduced easy. com centres provide a brand presence on the high st. Sited within the easyInternetcafé properties, these showcase the complete easyGroup range. Here the brand has to come alive from print and web communication, everything the consumer sees touches and feels should capture the brand. The easy orange provides a strong influence and the video wall displays the easy showcase. p36/49 last revised: May 2008 section 3 examples Visible externally is a full size plasma screen that also shows the easy story, with a free standing interactive portal that provides more detailed information. section 2 our visual identity section 1 about us retail presentation The attributes Use at least 12 rectangular images if more space is available, give larger businesses more prominence and always use current, approved images from business websites. the portal for all easyGroup businesses p37/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us group communication different format examples easy. com becomes the hero and the orange background bonds the businesses together. easyJet. com easyInternetcafé easyCar. com easyValue. com easyMoney. com easyCinema. com easyBus. co. uk easyHotel. com easy4men. com easyJobs. com easyPizza. com easyMusic. com easyCruise. com easyMobile. com easyWatch. com easyVan. com easyOffice. co. uk easyJet. com easyInternetcafé easyCar. com easyValue. com easyMoney. com easyCinema. com easyBus. co. uk easyHotel. com easy4men. com easyJobs. com easyPizza. com easyMusic. com easyCruise. com easyMobile. com easyWatch. com easyVan. com easyOffice. co. uk the portal for all easyGroup businesses easyJet. com easyInternetcafé easyCar. com easyValue. com easyMoney. com easyCinema. com easyBus. co. uk easyHotel. com easy4men. com easyJobs. com easyPizza. com easyMusic. com easyCruise. com easyMobile. com easyWatch. com easyVan. com easyOffice. co. uk the portal for all easyGroup businesses the portal for all easyGroup businesses p38/49 last revised: May 2008 section 3 examples section 2 our visual identity When used in two colour artwork, the pictures are replaced with the logotypes. section 1 about us group communication different format examples Marketing is considered as core competence at the easyGroup and within the marketing mix public relations has always been used extensively by easyGroup companies. Advertising can be very useful but it is relatively expensive. PR can be just as effective and it's free! As a leading brand easyGroup companies now enjoy wide coverage in the media and consequently wide awareness among the public at large. Stelios himself is an excellent ambassador for the brand and finds time in his busy schedule to meet and be interviewed by the media. The result is frequent exposure in the media for easyGroup companies. easyGroup public relations is frequent and loud, open, quick to react, cheeky, fun and takes its job rather than itself seriously. Don't ignore a journalist, there's nothing wrong with admitting "I don't know, can I find out?" p39/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us PR easyGroup companies are not secretive, their business plans are easy to understand and they are consumer-facing. This makes the use of public relations ­ communicating with consumers at large, usually through the media ­ very attractive. In addition, easyGroup companies have never run away from fights with larger companies. If a larger company wants to compete with you it can only be because they think you have something to offer, so it's worth publicising that fact. [. . . ] Stelios does make himself available for such purposes especially at the launch phase of an easy business. Needless to say that such use will have to be made only after he has given his approval in writing. 7. Who decides where the easy brand can be applied?The easyGroup and hence Stelios who owns it. [. . . ]