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:
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 18 Film to be played
Rewarding through membership 2005 2006 2007 2008 2009 2010 0.8 1.9 2.1 2.5 2.9 5.4 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...
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%