1. The Strategic Path to Brand Distinctiveness

2. 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.

3. 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

4. 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.

5. Seamless Message - all elements of the brand’s 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.

7. Brand Target Audience Lovers of Books – Ageless, Male or Female Dedicated ReadersDedicated Readers Steady ReadersSteady Readers ImproversImprovers Gift BuyersGift Buyers Occasional ReadersOccasional Readers