Dymocks presentation

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The Strategic Path to
Brand Distinctiveness
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Dymocks Strategy Mission 2002 (and Beyond )

• To be the leading Australian Bookselling Brand
• By building on our heritage as Australian owned
  bookstores with a passion for bookselling that
  deliver a unique experience superior to our
  competitors across Service, Value, Ambience and
  Quality of Range.

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Brand Requirements. Distinctiveness - in a
highly competitive marketplace, the Brand must be
instantly recognisable. Dymocks will be the Red
Mountain against a white backdrop. Product
Service Excellence - we must reward consumers
for their choice with outstanding product and
service satisfaction. We must provide More for
Booklovers. Contemporaneity - be a brand of
today and tomorrow, more alert than our
competitors to what is going on. Authenticity -
be rooted in the reality of the brand heritage.
In our case William Dymock, since 1879, the
fact that we are Australian-owned, that each
store is managed by its owner and all we have
ever sold is books and knowledge
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Passion Given the importance of the instore
experience to the book buyer it is imperative
that Dymocks shows itself to be passionate about
books in everything that we do. Empathy Every
customer is an individual and, as such, has
individual needs. Accessibility Our passion will
help to clearly differentiate us from our
competitors. Leadership As the Australasian
bookstores which have a greater understanding of
our various audiences needs, we will continue to
set the standards in bookselling.
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Seamless Message - all elements of the brands
structure and story must interrelate and deliver
mutual support Strategic Focus - the Brand
Strategy must have a single mindedness
recognisable both internally and to our own
people and externally to our customers. Leadership
- finally, the new focus must have the power
to inspire, align and motivate our staff,
industry partners and people who influence
others.
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Brand Target Audience

• Lovers of Books Ageless, Male or Female
• Dedicated Readers
• Steady Readers
• Improvers
• Gift Buyers
• Occasional Readers