Canon Brand Experience Principles Experiential & Live Events. Version

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1 Canon Brand Experience Principles Experiential & Live Events Version

2 1 2 Support 1.01 Experience Principles Overview 1.02 Our brand model Overarching principles 1.04 Introduction 1.05 Defining Come and See Our Brand Personality 1.07 Inviting 1.08 Human 1.09 Dynamic 1.10 Canon brand experience checklist The Three States 1.18 Introduction 1.19 Defining the Three States Bringing Canon to life 1.21 Touchpoints considered 1.22 Promotional 1.23 Flexible spaces 1.24 Static branded spaces 1.25 Internal 2.01 Contacts Experience Journey 1.12 Experience Journey 1.13 Pre event 1.14 During event 1.15 Post event 1.16 Don ts Important note: This document should be read in conjunction with the Canon Visual Identity Guidelines document.

3 1 Experience Principles

4 1.01 Overview Canon s help inspire and bring our brand to life across various touchpoints (as exemplified in the diagram on the right hand side). Static Instore Experiences Sponsorship PR Events Promotional By defining principles for experience we hope to create interactions that feel as distinctively Canon as they look. While this document offers guidance for how to bring the brand to life across touchpoints it may not be applicable to all experiences. Please refer to our Canon Visual Identity guidelines and brand model for greater detail on the application of our identity. Flexible space Canon Showrooms B2B Events Pop-up Experiences Canon Experience Internal Events Hospitality Events Employee Induction Days Internal Note: For detailed technical guidelines on how the visual identity should be applied through installations and materials please refer to individual events guidelines. Trade Events Education Days

5 1.02 Our brand model Our brand model Vision Enriching lives and businesses through imaging experiences. Ambition Canon should play a part in every single image in the future. Our brand model defines what our brand stands for and why. It should serve as a guide for all future expressions of the brand, whether visual, verbal or experiential. 1 Brand Platform Our brand platform encapsulates all elements of our brand from our vision to our ambition and sits at the heart of all we do. Come and See acts as an external expression of our business. 2 Personality The qualities that guide how the brand acts, speaks, looks and feels. 4 Promise Canon opens up a fascinating world of stories and experiences to discover and share. 3 Promise The unique experience and benefit we aim to deliver for our customers. 4 Vision and Ambition What we strive for; our ultimate goal 3 2 Personality Dynamic Inviting Human Brand Platform Come and See 1

6 Canon Brand Experience Principle Overarching principles

7 1.04 Overarching Principles Introduction In a world where customer journeys are increasingly fragmented, identifying the moment of truth when a customers decides to use a brand or not is becoming more challenging. Here, experience is key. Every moment of interaction between Canon and our customers drives our experience. We can only create positive impressions with our customers if these moments are consistently engaging, compellingly human and mutually rewarding. We want to create a feeling of intrigue, of adventure, and the opportunity to discover a world that s usually beyond the reach of our Explorers, Businesses & Partners. There are colours and unusual stories in the world that we must reveal and experience alongside our customers not just products. This starts and ends with our brand platform: Come and See

8 1.05 Overarching Principles Defining Come and See Canon represents an invitation. We invite people everywhere consumers, businesses and experts to join us on an adventure to discover and explore great stories and experiences. Wherever our brand appears, this strapline with the circles are an intriguing invitation to look deeper into the Canon world. What does Come and See mean for Experiences? Intriguing stories from all walks of life. Inviting interactions that help people explore deeper into the world of the story. Building relationships based on experience as opposed to product. A coherent, inviting Canon community of professionals, semi-professionals and visionaries. Celebrating every part of our ecosystem (capturing, storing, sharing and printing) and how it helps achieve their visions.

9 Canon Brand Experience Principle Our Brand Personality Our personality traits guide how we behave, how we speak, and how our brand comes to life visually and verbally across experiences. Inviting Human Dynamic

10 1.07 Our Brand Personality Inviting We re intriguing, inviting people to discover a boundless world of stories and experiences. We are open and accessible, encouraging anyone to join in and take part. For experiences this means: Building excitement and anticipation prior to the event and delivering on those expectations. Creating intriguing and engaging environments to promote interaction and dialogue with the brand. Whatever the theme, any experience should have a connected story throughout. Community events, with a Canon team on hand to help people choose products & refine their techniques. Celebrating stories & works from around the Canon community to build relationships with those who use Canon already.

11 1.08 Our Brand Personality Human Our technology may be highly advanced but we want it to feel utterly simple and intuitive to use. Being human means we re never contrived, intimidating or cold. We re warm and approachable, always open to a conversation. We relate to each other through the stories and experiences that unite us as people. For experiences this means: Canon staff and ambassadors are on hand to share professional tips and knowledge. Stories and experiences focus on moments that are not always immediately obvious. Canon help discover unseen moments across the world. Creating an environment that encourages creativity and imagination through helpful staff, experts, being warm and approachable. A down-to-earth feel that celebrates the curious, joyful and spontaneous moments that surprise and excite people. Events provide an opportunity for people to interact with one another and share stories and experiences.

12 1.09 Our Brand Personality Dynamic Like the everyday explorer, we have a curious, active spirit. We want our customers to be free and playful, discovering and sharing experiences in whichever way they want. The opportunities we create for people to capture through photography, store via the cloud, share through technology and reproduce through printing are boundless. For experiences this means: Experiences are either from a diverse set of stories, or diverse perspectives on one story. Celebrating every stage of image-creation through the eco-system capture, share, store, print. Interaction between moving image, static, projected, printed. Creating interactive moments that not only educate but create memories that last a lifetime. Creating an environment where digital activations are seamlessly integrated.

13 1.10 Canon brand experience checklist Is there a clear, inviting story that engages people and encourages them to explore? Have you got the right people and communications tools to share stories & experiences and give advice? Do multiple elements come together to create a dynamic, interactive experience that draws people in? If you were to walk into the room, with no logos present, would you be able to notice it as distinctly Canon? When you leave this event, do you want to explore the Canon brand further? Is there a clear call to action when leaving, that invites and intrigues people back into the Canon world at a later date?

14 Canon Brand Experience Principle Experience Journey

15 1.12 Experience Journey Pre event During event Post event Invitation Build-up teasers Arrival At event - Interaction & experience Key takeout from the event Follow-up Reminders Objective: To intrigue and excite people and make them want to be part of the experience. Objective: To provide compelling and memorable experiences that educate and inspire. Objective: Build on and foster relationships to ensure Canon is top of mind.

16 1.13 Experience Journey Pre event Objective: To intrigue and excite people and make them want to be part of the experience. Specific experience touchpoints can be scaled up and down according to the size. Options to consider: Start with save the date notifications as an official point of entry into the Canon story. Event objectives should be set prior to invitations so that the right messages can be shared. The full narrative should be defined prior to execution to ensure it is joint up across experience. Invitations should follow on the story set out in the save the date. Follow up teasers will build excitement and generate anticipation relevant to all touch points. All lead up should be captivating and start to tell the story, the personality and messaging should have a distinctively Canon feel. Consider channels that are also relevant for the story. (i.e. digital, printed, personal or direct).

17 1.14 Experience Journey During event Objective: To provide compelling and memorable experiences that educate and inspire. Specific experience touchpoints can be scaled up and down according to the size. Options to consider: Remain consistent to the main story set out in the planning stages to ensure consistency. Engage people through experiences that deliver on both emotional and functional levels so people leave feeling both inspired and informed. Get people excited by well planned out experiences and seamless interactions. Think ahead about potential barriers and factor in solutions. Success is defined by creating an emotional connection - people should leave eager to follow up with the Canon brand. During event experience should be aligned with the pre and post event in order to tell a joined up story. RFID card used at Photokina 2014 to enable post-event digital experience for visitors.

18 1.15 Experience Journey Post event Objective: Build on and foster relationships to ensure Canon is top of mind. Specific experience touchpoints can be scaled up and down according to the size. Options to consider: Show that experiences are part of a longer term strategy of which the audience are part. Keep in touch with the audience and maintain a relationship. Creating relationships with customers will help you understand them better. This will ensure you can build relevant experiences time and time again. Follow up and feedback is an opportunity to review processes and acts as a facilitator in planning future experiences. Scheduling regular follow ups will help Canon remain top of mind and show they are thinking about the bigger picture. Follow ups should continue to tell the same story set out throughout the event.

19 1.16 Experience Journey Don ts Pre event During event Post event X X X Don t Don t Don t Give away too much; just enough to be intriguing Leave it too late to send an invitation; allow enough time to build anticipation Forget to set your theme before designing the invitation Overload people with information Mix and match stories randomly Sacrifice quality and consistency for the sake of entertainment Include fun activities just for the sake of it e.g. that do not tie back to the story View events in isolation, consider the bigger picture Use follow up for purely transactional or data driven purposes Make it difficult to get back in touch with the brand

20 Canon Brand Experience Principle The Three States

21 1.18 The Canon experience can be brought to life across multiple touchpoints. To help manage how we do this across each touchpoint we use the Three States Communications Framework: Dreaming, Exploring and Locating. Each state plays a different role in bringing the Canon brand to life. The next pages describe how each of the states can be dialled up and down for each touchpoint. The Three States Framework offers a structure to work within and helps balance functional and product led information with inspiring storytelling.

22 Canon Brand Experience Principle 1.19 The Three States Defining the Three States Dreaming Exploring Locating Understanding the Three States, and how each can be brought to life, is key to building an intriguing, inviting and inspiring world at each touchpoint. Each state of the framework can be scaled up and down according to the experiences being created. Our communications at this level are about inspiring brand-led experiences and not products. Filled with imagery, stories and experiences. We use Canon technologies to create interactive engagement opportunities. Canon acts as a mentor and connector for its community of social influencer s, Brand Ambassadors and industry spokespeople. Activities and events should invite people to explore the story / topic further. The most functional level of communications heroing our products and product information. Cleanly staged products that help bring the story to life. Clear, crisp communication of product features. Leverage the full ecosystem of products to back up our every single image ambition: capture, store, share, print etc.

23 Canon Brand Experience Principle Bringing Canon to life

24 1.21 The Three States Touchpoints considered The following pages will exemplify experience principles across static, promotional, internal and flexible spaces. Static Instore Experiences Sponsorship PR Events Promotional For each individual touchpoint, a percentage ratio will act as guidance for how The Three States comes to life across touchpoints. Please bear in mind that these percentage ratios are indicative. E.g. Sponsorships Canon Showrooms Hospitality Events D:60% E:20% L:20% D = Dream E = Explore L = Locate B2B Events Canon Experience Employee Induction Days Flexible space Pop-up Experiences Internal Events Internal Trade Events Education Days

25 1.22 The Three States Promotional Experiences to raise Canon s profile. Sponsorships D:60% E:20% L:20% Showcase the brand world through installations and mapped out journey points. Be trained and ready to explain Canon technologies. Hospitality events D:80% E:20% Define objectives before the event. Employee knowledge reflects brand knowledge. Take people out of comfort zone, use events to educate and build awareness and contacts. PR events D:30% E:50% L:20% Affiliation Clarity Excitement Define what people should write after the experience and build journey around this. Link back to the campaign for a rational thread and show that everything is part of a bigger picture.

26 1.23 Bringing Canon to life Flexible spaces Temporary interactive experiences. Trade events D:30% E:40% L:30% Inspire Intrigue Inform Tempt people in with both engaging stories and interactive experiences that are fully linked to one another. Have experts on hand to help solve current clients issues and help them discover the opportunities that lie with Canon. B2B events D:30% E:40% L:30% Hero products in themed stands with experiences built around them. All spaces should tell one story, each space can be viewed as a different chapter of the story so people don t get lost. Pop up experiences D:70% E:20% L:10% Entry point to brand - heavily story and image led. Pop ups should be eye catching and attract at a first glance. Leverage interactivity to discover Canon. External education days D:20% E:20% L:60% Use education days to build relationships with Canon s community. Engage people with the brand by showcasing and rewarding the best work from around the community.

27 1.24 Bringing Canon to life Static branded spaces Permanent Canon-branded spaces. Instore experiences D:20% E:30% L:50% The customer framework should be proactively used as a tool to define the shopper process. Leverage customer values helpful, innovative and easy. The layout and design of spaces should put customer needs at the heart. Link products back to brand world. Creating a focus of the month keeps the message fresh but single minded. Work on a shop inside a shop mentality. Canon is surrounded by competition, define what its point of difference will be. Please refer to Canon In-store Experience Guidelines for further details. Canon showrooms D:10% E:40% L:50% Connect Understand Adapt Explore and understand what the customer need is prior to the event. Put the customer need at the centre and build experience around answering it. Showcase products in a way that is relevant to customers.

28 1.25 Bringing Canon to life Internal Events for Canon employees, to inspire and reflect the vision of the company. Internal Events D:100% Use videos where possible to introduce people to the brand world and inspire them to look at things in new ways. The brand should be a platform into the Canon world. Foster excitement and inspire through interactive presentations. Employee induction days D:70% E:30% Start the day with a brand induction - this will act as a lens for people to view the rest of the day through. Early adoption and understanding that brand is at the heart of Canon, will drive understanding and encourage the brand to be used as a tool. Foster excitement and inspire through interactive presentations. Educate Engage Inspire Encourage connections across the business by mixing business units to create a consistent Canon brand.

29 Canon Brand Experience Principle 2 Support

30 2.01 Contacts For any questions or queries please contact the Canon EMEA brand management team. Canon EMEA brand management team Subbaiah Kuttanda Peter Morris Richard Sceats For support & guidance on LIVE EVENTS, please contact a member of the CEL events team. All company and/or product names & logos are trademarks and/or registered trademarks of their respective holders in their markets and/or countries. Use of them does not imply any affiliation with or endorsement by them.

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