The Strategic The Strategic PathPath toto

Brand Brand DistinctivenessDistinctiveness

DymocksDymocks Strategy Strategy Mission 2002 (and Beyond …)Mission 2002 (and Beyond …)

To be To be the leading Australian Bookselling Brand …the leading Australian Bookselling Brand …

By building on our heritage as Australian owned By building on our heritage as Australian owned bookstores with a passion for bookstores with a passion for booksellingbookselling that that deliver a unique experience superior to our deliver a unique experience superior to our competitors across Service, Value, Ambience and competitors across Service, Value, Ambience and Quality of Range.Quality of Range.

Brand Requirements.Brand Requirements.

DistinctivenessDistinctiveness - - in a highly competitive in a highly competitive marketplace, the Brand must be instantly recognisable. marketplace, the Brand must be instantly recognisable. Dymocks will be the Red Mountain against a white Dymocks will be the Red Mountain against a white backdrop.backdrop.

Product & Service ExcellenceProduct & Service Excellence - - we must we must reward consumers for their choice with outstanding reward consumers for their choice with outstanding product and service satisfaction. We must provide product and service satisfaction. We must provide ‘More for Booklovers’‘More for Booklovers’..

ContemporaneityContemporaneity - - be a brand of today and be a brand of today and tomorrow, more alert than our competitors to what is tomorrow, more alert than our competitors to what is going on.going on.

AuthenticityAuthenticity - - be rooted in the reality of the brand be rooted in the reality of the brand heritage. In our case ‘William Dymock, since 1879”, heritage. In our case ‘William Dymock, since 1879”, the fact that we are Australian-owned, that each store the fact that we are Australian-owned, that each store is managed by its owner and all we have ever sold is is managed by its owner and all we have ever sold is books and knowledgebooks and knowledge

PassionPassion Given the importance of the instore Given the importance of the instore experience to the book buyer it is imperative that experience to the book buyer it is imperative that Dymocks shows itself to be passionate about books Dymocks shows itself to be passionate about books in everything that we do.in everything that we do.

EmpathyEmpathy Every customer is an individual and, Every customer is an individual and, as such, has individual needs.as such, has individual needs.

AccessibilityAccessibility Our passion will help to Our passion will help to clearly differentiate us from our competitors.clearly differentiate us from our competitors.

LeadershipLeadership As the Australasian bookstores As the Australasian bookstores which have a greater understanding of our various which have a greater understanding of our various audiences’ needs, we will continue to set the audiences’ needs, we will continue to set the standards in bookselling.standards in bookselling.

Seamless Message Seamless Message -- all all elements of the brand’s structure and story must elements of the brand’s structure and story must interrelate and deliver mutual supportinterrelate and deliver mutual support

Strategic FocusStrategic Focus - the Brand Strategy - the Brand Strategy must have a single mindedness recognisable must have a single mindedness recognisable both internally and to our own people and both internally and to our own people and externally to our customers.externally to our customers.

LeadershipLeadership - finally, the new focus must - finally, the new focus must have the power to inspire, align and motivate have the power to inspire, align and motivate our staff, industry partners and people who our staff, industry partners and people who influence others.influence others.

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Brand Target AudienceBrand Target Audience

Lovers of Books – AgelessLovers of Books – Ageless,, Male or Female Male or Female

• Dedicated ReadersDedicated Readers

• Steady ReadersSteady Readers

• ImproversImprovers

• Gift BuyersGift Buyers

• Occasional ReadersOccasional Readers