Brand Re-positon Report
Brand Re-positon Report
A Collaboration Between
Matthew Whitby Lauren Bell Kiran Sagar Thomas Bryant Matthew Freeman Thavish Matthias
Contents Executive Summary Surface Level Analysis Core Values Analysis A Time line of Achievements Brand Evaluation Opportunity Introduction Causes of Worker Burnout Final Design Brief Aims and Objectives Design Specification
Wearing a Rolex is the symbol of success and the pinnacle of achievement for many individuals - Anon, 2017
Executive Summary
To know where Rolex will be in the fifteen years, we first had to learn what it means to be Rolex. For almost a century, they have accompanied the world’s most renowned explorers, at the highest peaks all the way down to the deepest depths of the ocean. In these extreme conditions, it is critical for pioneers to have the equipment they can rely on, and that’s why Rolex have been there. They have celebrated some of the world’s most coveted sporting achievements year after year, as well as acknowledging the exceptional work people are doing for the world, across all areas of humanity, success is engrained into Rolex’s DNA. While they have been there for some of the world’s greatest achievements, it is important to also consider the times success was not achieved. It can be all too easy, while in the pursuit of greatness to push too far. Sustained success is only found when diligence and determination are delicately balanced with sustainability. Wearing a Rolex on your wrist is the symbol of ultimate success and the pinnacle of achievement. The watch acts as a trophy of financial achievement for masculine and driven men, yet the environment that funds their extravagant purchases it ultimately at the root cause of their mental health deterioration. The price tag you don’t see. Suicide is the biggest killer of men under 45. It is extremely exciting to consider how such a well respected, aspired and successful brand could encourage successful men to focus on maintaining their mental health, as well as sustaining financial stability. In today’s world, there are countless workers being pushed too
far, working in unsustainable conditions with their sights set on ‘success’, wearing one of their watches as a trophy to show what they have achieved so far. It is only a matter of time until they implode. This demographic has a specific set of values that means very few companies will be able to excite and entice them into change, fortunately, Rolex is one of them. Companies aspire to be sustainable, to recycle, use toxic free paper, and cause as little damage to the environment as possible. Material sustainability is a legal requirement yet the sustainability of the workers happiness, comfort and mental health has been overlooked. Respected companies allow people to reach depths of exhaustion and depression. Their solution consists of allotted funds when they reach this “burn out” stage. 80% of executives said they fear burn-out could lead to them losing their top employees this year, yet no preventative action is taken. Rolex needs to use their status and respected influence on this demographic to encourage a cultural shift in attitude that will ignite a healthy change with-in executive companies.
Team VI
Surface Level Analysis
Overview
How a brand is viewed by its customers and the market defines its integrity. When you look at the surface values of Rolex it suggests that they are viewed as materialistic and possibly superficial, only catering for the elite. This comes with positive and negative connotations, indicating both supreme quality but also segregation between economical backgrounds. These following surface values need to be maintained to keep a strong brand identity; however, Rolex would gain from optimising these to be a more inclusive and socially sensitive brand.
Horological Excellence
The name Rolex is derived from the words “Horological Excellence”. Horology being the scientific study of time, the phrase perfectly encapsulates both the market they are in as well as the position within it. The founder, Hans Holsdorf wanted a name that was short, easy to remember in any language and looked good on a watch face. The ‘X’ in the name represents speed, again referring back to the scientific study of time (Horology), and emphasising the functionality of their products. The moment he thought up “Rolex” he knew it was perfect for the brand.
Crown
The iconic Rolex logo has multiple meanings all of which are subtly represented by the gold crown. First of which is the symbolic relationship a crown has to a Rolex watch. Traditionally, a monarch wears their crown proudly as a symbol of wealth and power. Similar to this, wearing a Rolex on your wrist displays the same level of superiority for many. The second is in relation to where Rolex place themselves within the watch market; sitting at the top of the market both in sales as well as price, Rolex can be seen as the ‘crown’ of the watch market.
A Crown For Every Achievement
De-constructing the tag line reveals a number of references within. “Crown” being a metaphor for the watch relates back to the logo, as it suggests a Rolex watch should be bought and proudly worn upon completing an “achievement”. It also refers to the range of products Rolex produce, with different watches having helped in various iconic achievements throughout history, the tag line suggests a “crown” has been designed and made to help in these achievements. This encourages people to strive for these big achievements and Rolex is the ultimate reward.
Colours
Gold is a perfect colour to represent Rolex. Suitably used on the crown logo, it has connotations of passion and wisdom, relating to the way they make their watches. Wealth and prosperity are also images conjured up representing the price point of Rolex watches within the market. Green is the colour of money and reflects the premium price point of the brand. In addition, it also represents ambition, richness, uniqueness and prosperity. When combined with the gold, a sophisticated and elegant brand image is created perfectly refined to encapsulate their products.
Price Point
People perceive the price point to purely represent status, although the execution of quality is also an important element. The price of a Rolex watch is directly linked to the precision engineering of the mechanisms and the use of precious metals and stones. This, combined with the rarity of them means they hold their value over time very well. This leads many to buy a Rolex as an investment as well as a valued family air-loom. The initial payment of a Rolex watch is high, although customers feel safe in the knowledge that they have purchased a valuable asset, rarely decreasing in value.
Market Position
Undeniably, Rolex design and manufacture the worlds best watches, sitting comfortably at the top of the high-end market. They have consistently been market leaders and due to the high price point, their products generate industry-leading revenue for the company. Many companies out sell the brand in terms of quantity, Rolex’s strategy focuses on quality over quantity. Looking back at the brands journey, they have consistently lead the market in key innovations that have since transitioned into nearly all watches sold today, including dust and waterproof technology.
Core Values Analysis
Overview
Diving deeper into Rolex’s core values allows the discovery of their true principles. By looking past the shiny exterior of Rolex and peoples perceptions, we have identified the key core values that run throughout all of what Rolex produce. There are a number of positive elements to what they aim to achieve when providing products to their loyal customer base, although we feel these could be stretched further into the future needs of the predicted consumer market. These core values can be identified throughout all elements of their brands from products to marketing and sponsorships.
Success
Rolex have success ingrained in their DNA. From the creation of the brand in 1906, they managed to successfully establish themselves as an industry-leading brand. Building on this, the key sponsorships with various sporting tournaments like Wimbledon makes consumers associate the success in these events with the brand. The Rolex Awards for Enterprise, set up in 1976 also celebrates the success of key individuals who are creating positive change in the world. This, in particular, stretches the Rolex brand away from just success in watches.
Loyalty
Success and loyalty go hand in hand when considering the growth of the brand. The quality of the product initially drove customers to return, this loyalty grew and therefore allowed the success of Rolex watches to grow. As Rolex became more established, customers in turn became more loyal, thus creating a portfolio of returning customers. By successfully delivering their high-quality product, loyalty naturally grew. Loyalty is also demonstrated through the maintained relationship Rolex has with major sporting events such as Wimbledon and Formula 1.
Reliability
Rolex put an emphasis on reliability as they market their watches to be a companion for adventurous individuals exploring in extreme conditions. Their value as a brand has been created and upheld thanks to successful advertising through key organisations who entrust Rolex to provide a reliable way to keep time. The long-running sponsorship of the Le Mans 24 hour race is a perfect partnership as Rolex associate their brand with an event based on extreme reliability. Without reliability, the Rolex brand would quickly lose creditability.
Quality
In order to make reliable products, the quality must be exceptional. By designing and manufacturing every part of every watch in house Rolex can ensure only the highest quality ones are sold to customers. Using premium materials reinforces the quality of engineering that goes into every watch and is an enormous reason why their watches hold their value so well. To reinforce this point even further throughout their brand, Rolex sponsor elite athletes like Roger Federer to make sure potential customers create the link between the brand and the feeling of quality.
Knowledge
It takes many years to build up the knowledge of how to create such high quality watches. Rolex employs and nurtures engineers and designers so they obtain an extensive knowledge of watch making. This allows them to market themselves as a very wise and knowledgeable brand. Setting up the Mentor and ProtĂŠgĂŠ campaign in 2002 allowed Rolex to acknowledge leading individuals from various creative industries including architecture and film - they wanted to pass on their extensive knowledge to the next generation of up and coming professionals.
Pioneer
Rolex have used innovation to lead the way throughout history. From the first dust and waterproof watch to the first self-winding mechanism, Rolex has made a name for being a pioneering brand. Supporting pioneering individuals emphasizes this image. They advertised the role their watches played in the first successful climb to the top of Mt Everest back in 1953. Supporting feats like this is important to the brand - they gain a valuable insight into how to improve the reliability and quality of their watches for the future.
A Timeline of
1905
1908
“wrist watch”
Swiss born Hans Wilsdorf was just 24 when he started his company with the dream of creating a watch that could reliably be worn on the wrist. During this time, watches were kept in pockets making Wilsdorf’s vision innovative and new. Little did he know this would set the norm for how watches are worn to this day.
1914
“certificate?”
Settling on the name ‘Rolex’ took a lot of consideration. After trying every combination of the alphabet, Wilsdorf found ‘Horological Excellence’ meaning excellence in the study of time. Shortened to Rolex, this was the perfect name to represent the high standard he was striving to achieve with his products.
The first time Rolex were acknowledged for their precision, Kew Observatory awarded their wristwatch a class “A” rating. This was a defining moment, as approval from the observatory was a sign of exquisite craftsmanship. This triggered the start of long lasting customer loyalty as many trust the brand so much.
1926
“oyster watch”
The first dust and waterproof watch known as the “Oyster” was created by Rolex to aid Mercedes Gleitze in swimming across the English Channel. This extraordinary feat showed both the extreme durability of the watch and also their devotion to aiding people who push the boundaries of possibility.
1931
“oyster watch”
Rolex’s patented Perpetual movement was created as the world’s first self winding mechanism with a perpetual motor. It once again showed the company’s drive to create innovative products of the highest quality. This drove changes in the market with competitors crafting their own versions.
1935
“sport”
By partnering with a range of sportsmen, Rolex took the opportunity to test and develop their watches within the vessels these sportsmen used. Aviation and motor sport provided what Rolex referred to as “living laboratories” for their watches to be refined in. Rolex still has links with various sporting events.
f Achievments
1956
“business”
Now a staple of many watches, Rolex first introduced the day date watch designed for a different type of achiever to those in the sports industry. This was the first example of Rolex acknowledging the successful business men and women around the world, creating a product that was more suited to their needs.
1960
1976
2002
“enterprise logo”
Lieutenant. Don Walsh’s deep sea dive to the bottom of the Mariana trench at 37,800 ft used Rolex watches to keep time. Never before had a watch been able to withstand such extreme depths. Rolex also got their nautical themed names from this. The ‘Submariner’ and ‘Sea-Dweller’ are still sold to this day.
Celebrating the 50th anniversary of the oyster watch, “Rolex awards for enterprise” was created to recognise those who were doing extraordinary work that pursued the advancement of peoples lives. This defining moment for Rolex showed that they were interested in all achievements throughout the world.
The Rolex Mentor and Protégé Arts Initiative was founded to encourage people to strive for the best in there respective fields of work - creating a network of talented artists and mentors for one-on-one mentoring across countries, continents and cultures. This now consists of over 80 forms of artistic disciplines.
2017
2032
“mentor and protege”
“mentor and protege”
Rolex appreciate the importance of mental health and take on board the responsibility to implement this change within highend companies. A brand stretch is forecast as exciting opportunities present themselves, to enable companies to sustain the mental health and well-being of employees.
Rolex create a cultural shift, as a new legislation is put-forth focusing on the sustainability of workers in regards to health and well-being. The procedure of having an allotted fund for when employees “burn out” is abolished and preventive measures are implemented within the daily work life.
Opportunity Introduction
Burnout strikes employees when they have exhausted their physical and emotional strength, caused by work
Following on from how we believe Rolex should adapt, we feel an appropriate brand stretch would be to use their user centered core values to implement a cultural shift within the corporate industry. Worker burnout is a phenomenon where employees are pushed to their limit, receiving no consideration for their long-term mental health. This is an unspoken crisis that needs to be addressed. Our meeting with a suicide survivor has defined our project goal to approach sustainability in a way that we have never considered before completing our research. The current support system adopts an unsustainable approach. Companies are happy to push their workers to the limit of their mental capacity. They only implement specific funds to help once this inevitable deep depression hits. To understand our methodology in further depth please refer to our journey booklet provided. Rolex and the theme of mental health within the work environment collide to provide an interesting platform where a true change and difference can be implemented.
Over 50% Of patients in London’s private psychiatric hospitals are burnt out city workers, who have been used as an expendable resource by their employer.
44% of employers Have seen an increase in reports of mental health problems caused by workplace related stress. Although still little is done to prevent this.
1 in 3 workers Have experienced symptoms of workplace burnout at least once in their career, many times resulting in time taken off of work.
ÂŁ26 Billion In estimated costs for employers due to mental health related illnesses across the United Kingdom throughout the 2016 fiscal year.
50% of long term absences Within office jobs in the United Kingdom are caused by mental health related issues, the majority of which are strongly linked to stress.
80% of executives Fear worker burnout will lead to them permanently losing their best employees over other factors such as poaching from competitors.
Over half of the people I met on the psychiatric ward were burnt out workers from the city - Anon, 2017
Causes of Worker Burnout
Overview
Recovery
Rewards
Manageable Workload
Values
Job Control
Community
Fairness
Worker burnout is can be caused by a number of factors. Often it is a combination of things that create poor work conditions, leading to low morale and exhaustion. Here are the key areas that need to be addressed in order for worker burnout to be prevented.
Celebrating even the smallest of achievements can boost morale within a worker and improve their outlook on their job. It is important to realise that even tasks like e-mails, which can take up a whole day of work, are worth celebrating.
Being a part of a company that has strong ethics can be a large contributor to enjoying work. Taking care of customers, the environment and employee welfare mean that employees feel a lot better about the work they do.
Offices, in many ways, are like micro-communities. With so many people in high pressure jobs spending over twelve hours a day in the workplace, the people and atmosphere there has a large impact the on moral and mental state.
Many find it hard to switch off at the end of the day once they are away from their desk. This means their brain doesn’t get a chance to disengage and recharge before the next days work. Over time this leads to mental fatigue and increases the risk of burnout.
A manageable workload makes all the difference between the feeling of sinking or swimming. It is important for managers to understand that workers who are given a well proportioned set of tasks are a lot more productive in the long term.
Being in control of decisions made around the office are key factors contributing to worker happiness. Giving individuals responsibility to make decisions means they will feel like a valued member of the team and therefore much happier.
Transparency within a business and equality for all employees are important for happiness and high morale within the workplace. The classic hierarchy of a managerial model can create division and resentment among workers.
Final Design Brief
Rolex have the opportunity to lead the way in preventing worker burnout, using the stature of their brand to create a cultural shift. Design Brief Creating products and services tailored to prevent the deterioration of employee’s mental health within high-pressure job roles. Using Rolex as the respected and aspiring brand to promote the sustainability of optimal mental well-being of workers in the city.
Background The current situation within executive companies is that there are allotted funds for when employees “burnout” and reach the deepest depths mentally and emotionally. Our brief will encourage a cultural shift in procedures and suggest a better use for these specific funds. We suggest that the money will be better spent on preventative methods used within the work environment as part of their daily routine to avoid the deterioration of the workforces mental health. Rolex’s presence within our demographic is the perfect brand to communicate with these high-end companies and employees, reaching the top of the social and economic sector.
Target Market Our demographic is highly successful, elite individuals working within a high-pressure inner city job. They are extremely focused and driven by their financial and social status within the sector and work hard to achieve their goals. This is justified through the 50% of people admitted to mental institutions being burnt-out city workers.
Methodology As a group, we aim to create products and services that are highly focused on the user experience of employees. They should also promote healthy preventive measures to keep on top of your mental health in the work environment. The 7 key areas of a successful work-life that can impact a workers mental health are; manageable workload, job control, reward, community, fairness, values and work-life balance.
Aims and Objectives
Cultural Shift Our aim is to spark a cultural shift within highly successful companies and corporations, encouraging companies to claim responsibility of sustaining and nourishing the mental well-being of their employees, ultimately avoiding deep depressions and burnouts. Rolex, as a wellrespected brand within executive companies, could kick-start the cultural shift that would encourage the sustainability of workers.
Sustaining Workers It is now commonplace for companies to put copious amounts of focus into sustainability. Whether this e environmental or profit related, it is often the overarching principle. Sustainability of the office workers mental health seems to be the only one left out. We are suggesting the same care to be given to this, to ensure productivity is maintained within the company.
Burnout Prevention Our aim is to prevent workers reaching the burnout stages of stress. It is also to ensure that steps are in place to alleviate the deep depression that comes with this stress, and can ultimately lead to being admitted to mental institutions. There are however no guarantees for a full recovery. The damage to a person needs to be avoided. The end goal should shift the thought process of individuals and prevent the deterioration of mental health so it does not get to the point of no return. Cases of people who are driven to the point where they are unresponsive to treatment are a tragedy.
Project Milestones
We initiated our project journey by choosing the theme of health and well-being. We felt it was an area we all felt passionate about and that would allow for us to explore a number of interesting avenues. After deciding this theme we then separated to conduct individual research. With current issues in society at the forefront of our focus we explored a number of interesting topics, including ADHD, Diabetes, Mental health and healthy lifestyle choices like vegan-ism.
As a group we had three meetings a week to brainstorm and share ideas. Our group methodology was to research topics which truly interested us. Our theory is that this would lead to a project we all were passionate about. After weeks of exploration on the topic we decided to specifically focusing Mental Health. We explored the various forms of mental health including depression, anxiety, schizophrenia, ADHD and bipolar. We looked at the treatments and triggers surrounding these.
We organised a meeting with the Brunel counsellor service to speak to an experienced adviser. This open interview was extremely insightful has it was raised that the main demographic that struggle to talk is young men within a minority. This sparked our interest to focus mainly on men’s mental health. It was fascinating to discover the frightening statistics surrounding men’s mental health and how it is currently suicide is the biggest killer of the male population.
Within the realms of contextual design, we felt as a group it was imperative to focus on this huge problem. As suggested by our module leaders with such a sensitive subject it was important to meet with a sufferer of depression We had been researching into brands that had strong and respected core values that would be fitting to our theme. Rolex, Kinder and Levi. These brands had strong integrity and we felt they had the potential to be stretched to cater to a important need.
A project defining meeting was organised to meet with a suicide survivor. This relaxed conversation defined our project direction and for the group was an extremely useful experience. His experience and emotions were discussed and we gained a real understanding of the needs of our user. Ashley opened our eyes to a new way to consider sustainability. He noted that whilst having treatment at a mental institution half of the people were burnt out individuals in successful job roles.
Following this important meeting it lead us into specifically researching into work place burn out. We looked into mental health within high pressured city jobs and grew to understand that this was a relevant issue. Sustainability in the work place to ensure the best level of mental health is sustained within a work force will ultimately ensure the success of a business and happiness within our society. Rolex as a well-respect brand that embodies success was a perfect fit.
Steak-holders
Primary 1.1 Employees within high-pressure job roles working in the city. 1.2 Managers and Line-managers within a company. 1.3 CEO’s, corporation and business owners. 1.4 Rolex Secondary 1.4 NHS 1.5 The Government 1.6 Family and friends of the primary stakeholders
Functional Requirements
2.1 The product or service must be easy to use and clear to understand by city workers. 2.2 The product or service must fit within the busy schedule of a high pressured jobs.
User-Centered Requirements
3.1 The product or service must promote a healthy work environment. 3.2 The product or service must encourage healthy and happy work environment attributes. 3.3 The product or service will prevent the employee from burning out and help to stop a mental deterioration based on their work life.
Environment
4.1Products and services that can easily be incorporated to use in a work environment. 4.2 Used within an office or studio environment where high- pressured work is being completed. 4.3 Safe to use and operate within a work environment.
Visual Specification
5.1 The final products or services must visually represent an extension to the brand Rolex. 5.2 Any fonts used must be Garamound and Lato Light. 5.3 Logo used must be the gold crown and Rolex name. 5.4 Colours used must be codes #F6F6F6 #212120 #036039 #A37E2C. 5.6 The final products and any touch points for services must be elegant, and finished to a high standard and refined quality. 5.7 It must visually be something the user is proud to use and own, and be a symbol of achievement and success with high quality and refined design. 5.8 The language style used must be sophisticated and articulated. 5.9 Every design element should be refined and finished to a high quality.
Materials
6.1 All materials used manufactured and assembled in-house and no outsourcing.
Market
7.1 Must appeal to our demographic of employees currently working within a high-end job role.
Time-scale
8.1 All products and services must be designed and created by the April 2018.
References CALM (2015) What is CALM? Available at: https://www.thecalmzone.net/ about-calm/what-is-calm/ (Accessed: Dec 7, 2017). CMHA (2015) MENTAL HEALTH IS EVERYONE’S BUSINESS. Available at: http://citymha.org.uk/ (Accessed: Dec 7, 2017). Crown & Caliber (2014) The Rolex Watch Brand Image. Available at: https://blog.crownandcaliber.com/the-rolex-watch-brand-image/ (Accessed: Dec 7, 2017). MHF (2017) Mental health statistics. Available at: https://www. mentalhealth.org.uk/statistics (Accessed: Dec 7, 2017). MHF (2016) KEY DATA: MENTAL HEALTH. Available at: https://www. menshealthforum.org.uk/key-data-mental-health (Accessed: Dec 7, 2017). Miranda Bryant. (2013) ‘One in three workers suffers from burnout’, Evening Standard, Feb 25, . NIH (2016) 5 Things You Should Know About Stress. Available at: https:// www-nimh-nih-gov.ezproxy.brunel.ac.uk/health/publications/stress/index. shtml (Accessed: Dec 7, 2017). Stahl, A. (2016) ‘Here’s What Burnout Costs You’, Forbes, Mar 4, .