User manual EASYGROUP BRAND MANUAL

The easyGroup Brand Manual © copyright easyGroup IP Licensing Ltd. p/49 last revised: April 2008 last revised: May 2005 section 3 brand application section 2 our identity section 1 what makes us tick? Hi from Stelios Dear friends and colleagues, The easy brand has now turned ten years old, and it is used by more than a dozen different businesses and millions of consumers from all over the world. I believe it is an extremely valuable asset which can generate substantial success for all involved with it. Therefore I have decided it is time to create a brand manual. Like any manual, its objective is to help people who use the brand to understand its origin, the brand values and the best ways of getting the most out of it. I want you, as a partner or associate to get close to our This brand manual is written for the benefit of those people within the easyGroup, or franchisees or licensees of the easy brand and for those who are considering buying into the brand. We have never listed the eight brand values of the easy brand in their own right before (see page 15). Clearly a lot has been written over the years about easyJet, the first easy business and the flagship of the brand and many of the younger businesses have articulated, to p2/49 last revised: May 2008 London May 2006 some degree, their own values. However this manual is for the entire easy brand and it identifies the common themes amongst all the easy businesses. A brand is always evolving and people's perceptions of it do change from time to time. However I still believe that there are eight values (listed on p15) that all easy businesses share and sticking to them is a good idea for everybody. Remember there is strength in unity. way! How we do business, how we communicate, what we believe in and ultimately where we are going. Take care and enjoy. contents about us 6 8 9 0 2 3 4 5 brand history what is the easyGroup? the legal contract that formalised the easyGroup what is the easy.com global portal? the easyGroup mission statement the easyGroup strategy the easyGroup vision the new easyGroup strapline the 8 easyGroup brand values our visual identity 25 26 27 28 29 30 3 32 naming the portal logo business logos do's & don'ts colours typefaces pictures lingo examples of how we have been using the brand 34 35 36 38 39 40 4 42 web advertising group communication retail presentation PR PR casestudies consumer communication how to use Stelios appendices 44 legalese 46 semi annual CEO dinner 47 FAQ 48 easyGroup contacts 49 list of licensees p3/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us 6 8 9 0 2 brand history what is the easyGroup? the legal contract that formalised the easyGroup what is the easy.com global portal? the easyGroup mission statement easyGroup strategy easyGroup vision new easyGroup strapline 8 easyGroup brand values p4/49 last revised: May 2008 section 3 examples the 3 the 4 the 5 the section 2 our visual identity about us section 1 about us Stelios on the 6.50am, 1995, Luton airport. The first easyJet flight to Glasgow. And, as they say, the rest is history. section 2 our visual identity November 10th, p5/49 last revised: May 2008 section 3 examples section 1 about us what is the easyGroup? p6/49 last revised: May 2008 section 3 examples The easyGroup is the private investment vehicle of Stelios, the serial entrepreneur. The easyGroup is the owner of the easy brand and licenses it to all of the easy branded businesses, including easyJet plc, the airline Stelios started in 1995 and in which he remains the largest single shareholder. See next page for the brand license between easyJet and the easyGroup. The easyGroup profits by either selling shares in the businesses or by licensing or franchising the brand to reputable partners. The easy brand currently operates more than a dozen industries mainly in travel, leisure, telecoms and personal finance. section 2 our visual identity section 1 about us 2004 - 2008 2008 2008 2007 2007 2007 2007 2007 2007 2006 2006 2006 2006 2006 2006 2005 2005 2005 2005 2005 2005 2005 2005 2005 2005 2005 2005 2005 2004 2004 easyCruise launches newest vessel, easyCruise Life for cruise holidays in Greece and Turkey easyMobile.com launches a new service offering low cost inteernational calls from users' existing mobile phones easyInternetcafe.com launches worldwide listings and reviews service for Internet cafés everywhere The first easyOffice location opens in Kensington High Street easyOffice launches offering over 4,000 serviced offices for rent worldwide easy4men launches the new 3 Day Travel Pack onsale at airports throughout the UK easyVan launches, offering low cost van hire throughout the UK easyCruiseTwo launches Queen's birthday honours list announces that Stelios will receive a knighthood for services to entrepreneurship easyHotel.com announces a major expansion plan with 38 new hotels to open in the Middle East and North Africa easyCruise.com announces the itinerary for their second vessel easyCruiseTwo which will sail from Amsterdam to Brussels easyMoney.com launches additional comparison services for credit cards, loans, current and savings accounts easyPizza.com expands with 9 new franchised outlets on the UK South Coast easyMobile.com offers sim cards and airtime online in Holland and Germany easyCruiseOne sails to the Caribbean for the winter itinerary in Barbados and 5 other islands the first franchised easyHotel opens in Basel, Switzerland SKY TV starts broadcasting the docusoap based on easyCruiseOne the first actual easyHotel property opens in London easyWatch.com starts selling watches online easyCinema.com starts offering the UK's most comprehensive online cinema listings service easyCruiseOne embarks upon her maiden voyage in the French and Italian Rivieras easyMoney.com starts offering motor insurance in the UK easyJet reaches 100 aircraft in the fleet easyMobile.com offers sim cards and airtime online in the UK sparking a price war easyCinema.com launches DVD rentals online in the UK easyCruise.com starts accepting online bookings for the summer of 2005 easyCar.com offers car rental on a worldwide basis easyJobs.com website goes live offering a more efficient marketplace for job seekers in the UK easy4men men's toiletries range goes on sale in 1,000 Boots pharmacy stores in the UK p7/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us brand history 1995 - 2004 2004 2004 2004 2004 2003 2002 2002 2001 2001 2001 2000 2000 2000 2000 2000 1999 1999 1998 1998 1998 1998 1998 1997 1996 1995 easyHotel.com starts offering great value hotel rooms in more than 20,000 hotels worldwide easyBus.co.uk starts operating routes from London easyMusic.com goes live offering downloads of music tracks from 25p easyPizza.com delivers the first pizzas to homes in the UK easyCinema launches in Milton Keynes easyJet PLC orders 120 AIRBUS A319 with a further 120 under option easyJet PLC acquires go airlines nearly doubling in size easyMoney.com offers the first on line credit cards easyValue.com, the shopping comparison site goes live easy.com, the global portal site for all easyGroup businesses goes live easyInternetcafé enters the Guinness Book of Records as the largest internet café in Times Sq New York Stelios enters the Guinness Book of Records as the youngest ever scheduled airline chairman when he started easyJet aged 28 easyJet PLC is partially floated on the London Stock Exchange easyGroup enters into a formal brand license with easyJet PLC crystalising the concept of brand extension easyCar rents first Mercedes A Class cars to consumers the first easyInternetcafé opens in London with queues stretching round the block the TV docusoap on easyJet is first broadcast on Britain's ITV to an audience of 9m viewers as the airline becomes a "brand" Stelios starts to work on brand extension and founds the easyGroup easyJet is elevated by the media as the arch rival of BA and credited with sparking a price war BA launches go airlines in response to easyJet ­ Stelios is on their first flight easyJet acquires a Swiss airline and becomes Geneva's defacto home carrier first order for 12 brand new Boeing 737 aircraft placed by easyJet the website easyJet.com goes live easyJet opens international routes to Amsterdam, Nice and Barcelona Stelios creates easyJet and starts flights between Luton and Scotland p8/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us brand history The brand licence between easyJet plc and easyGroup IP Licensing entered just before the IPO on 5th November 2000 is the blueprint of all other easy brand licences. clause 7.11.5 of the easyJet brand licence states: "the Licensor shall require any business which uses the easy brand to enter into a licence on terms no less onerous than this Brand Licence." p9/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us the legal contract that formalised the easyGroup what is the easy.com global portal? The global internet portal where consumers can find out about the full official range of easyGroup products and services including the latest news on all the easy businesses and Stelios himself. p0/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us the easyGroup mission statement Our mission is to manage and extend Europe's leading value brand to more products and services, whilst creating real wealth for all stakeholders. p/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us the easyGroup strategy We will build on our brand values: (1) great value, (2) taking on the big boys, (3) for the many not the few, (4) relentless innovation, (5) keep it simple, (6) entrepreneurial, (7) making a difference in people's lives and (8) honest, open, caring and fun. We will protect our brand from internal and external threats and manage appropriately the business and other risks inherent in venturing. We will develop our people and ensure their reward is aligned to realised shareholder returns. p2/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us the easyGroup vision easyGroup will develop Europe's leading value brand into a global force. We will paint the world orange! p3/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us the easyGroup strapline more value for less! p4/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us the 8 easyGroup brand values . great value 2. taking on the big boys 3. for the many, not the few 4. relentless innovation 7. making 5. keep it simple 6. entrepreneurial a difference in people's lives 8. honest, open, caring & fun section 3 examples p5/49 last revised: May 2008 section 2 our visual identity section 1 about us The brand has become synonymous with offering great value for money as it can be seen from the front cover of the Time Out magazine in London. At the same time quality standards have to be maintained. The best definition of quality is "meeting or exceeding the expectations of the customer". Words like 'cheap' and 'nasty' or 'what do you expect for this price' should not be associated with the brand p6/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us . great value 2. taking on the big boys p7/49 section 3 examples section 2 our visual identity last revised: May 2008 section 1 about us 3. for the many, not the few p8/49 section 3 examples section 2 our visual identity last revised: May 2008 section 1 about us 4. relentless innovation p9/49 section 3 examples section 2 our visual identity last revised: May 2008 section 1 about us 5. keep it simple p20/49 section 3 examples section 2 our visual identity last revised: May 2008 section 1 about us 6. entrepreneurial p2/49 section 3 examples section 2 our visual identity last revised: May 2008 section 1 about us p22/49 last revised: May 2008 section 3 examples section 2 our visual identity 7. making a difference in people's lives section 1 about us Honest: Describe the offer accuratelly without exaggerations or tricks. Open: We have nothing to hide that's why we let the TV cameras in. Caring: We care about the impact our actions have on our customers, employees and the world. Fun: We enjoy our work and whilst we take our job seriously we don't take ourselves too seriously. p23/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us 8. honest, open, caring & fun our visual identity 25 26 27 28 29 30 3 32 naming the portal logo business logos do's & don'ts colours typefaces pictures lingo p24/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us Our visual identity, known as the `Getup', is an essential part of the easyJet Brand License and is cast in stone! It is defined as: "(a) white lettering on an orange background (Pantone® 021c on glossy print materials; on other surfaces the nearest practicable equivalent) and (b) in Cooper Black font (not bold, italics, outline nor underlined) the word "easy" in lower case followed (without space) by another word, only the initial letter of which is capitalised" The easy name is a powerful asset. To maintain brand strength, correct and consistent use is vital. The easyGroup logo is used when representing Stelios' company and the licensor of the easy brand in corporate communication. easyGroup Group logo in correct Cooper Black font easyCar `easy' branded business logo in correct Cooper Black font easyJet capitalise first letter following `easy' p25/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us naming The logotype must be reproduced with a clear area around it which is free from other graphic elements. This area is known as the `exclusion zone'. written style The portal logo is at the heart of all group communication aimed at the consumer. Designed in the shape of a button this logo is the consumer-facing brand which represents all of the online easy businesses. When using the .com suffix it always appears in the Futura typeface. the exclusion zone In body text the portal name should always appear in the font Futura. the minimum size The logo should always be clearly legible. colours The logo should always be white on easy orange PANTONE 021. In body text it should only appear in black on white and only where white out of easy orange is not practical. the exclusion zone mono versions p26/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us the portal logo the exclusion zone easyJet.com easyJobs.com easyPizza.com easyMusic.com easyCruise.com easyMobile.com easyWatch.com easyVan.com easyOffice.co.uk easyValue.com easyMoney.com written style In body text all business names should always appear in Cooper Black font (not bold, italics, outline nor underlined), the word "easy" in lower case followed (without space) by another word, only the initial letter of which is capitalised. the minimum size The logo should always be clearly legible. easyCinema.com easyBus.co.uk easyHotel.com easy4men.com colours The logo should always appear in white lettering on an orange background (Pantone® 021c on glossy print materials; on other surfaces the nearest practicable equivalent ­ see page 31). In body text it should appear black on white and only where white on orange is not practical. p27/49 last revised: May 2008 section 3 examples section 2 our visual identity Each easy branded business has its own specific logo, differentiated through the descriptive word (or words) after easy. easyInternetcafé easyCar.com section 1 about us business logos Treatment of the trading names The following illustration demonstrates correct and incorrect renderings of easy trading names using the Cooper Black font. Whilst it does not cover every possible scenario, you will formulate a good idea of what is acceptable and what is not. p/49 p28/49 last revised: May 2008 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us do's & don'ts the perfect combination Orange is one of our greatest distinguishing features. It is an essential part of our brand identity and heritage. Combined with white, black and dark grey a distinct style is created which is both simple to use and powerful through its simplicity. values for all media applications p29/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us colours Futura Light Futura creates the perfect balance as the communication font, with its clean and contemporary linear features. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?.,;'" Small text below 6pt p30/49 last revised: May 2008 section 3 examples the brand fonts The Cooper Black font has played an important part in building the easy brand. Its bold, confident and distinct appearance has made it recognisable and associated with easy. Its soft friendly curves have given a warm personality to the easy businesses. Note the Cooper Black font should only be used for the business name. No shading or keylines should be used around the business name. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?.,;'" Only used for Branding Futura Bold section 2 our visual identity ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 234567890!?.,;'" Headlines. Highlighting key words or phrases Futura Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?.,;'" Body copy section 1 about us typefaces Cooper Black The attributes p3/49 last revised: May 2008 section 3 examples The pictures we use are expressive, show real emotions and are cropped for maximum effect. enjoying, optimistic, natural, clear, simple, real people in real situations. section 2 our visual identity section 1 about us pictures tone of voice We believe that a message is better read when it's simple to understand. Be direct and talk the language of your customer. They will appreciate your honesty and simplicity. Do not be afraid to use colloquialisms ­ or should we say... Do not be afraid to use plain and simple phrases? We're never sexist, after all, easyGroup is for the many, not the few but we're often cheeky and always try to raise a smile. For example, easyJet cabin crew have said, "If you have enjoyed your flight today, thank you for choosing easyJet. If you haven't thank you for flying Ryanair!" and "It is a routine regulation that we dim the cabin lights for landing, it also enhances the beauty of our senior cabin crew!" p32/49 last revised: May 2008 Don't over complicate. Tell it like it is. Be direct and get to the point. Always look for the simplest way to say what you want. section 3 examples section 2 our visual identity section 1 about us lingo examples of how we have been using the brand p33/49 last revised: May 2008 section 3 examples section 2 our visual identity 34 35 36 38 39 40 4 42 web advertising group communication retail presentation PR PR case studies consumer communication how to use Stelios section 1 about us Every easy branded business is online. And most receive their sales activity through this channel. The design of the web pages are critical. The layout has to deliver information in a clear, consistent and concise way. The structure has to encourage purchase. For example... p34/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us web go on a cruise, listen to music, surf the net, whatever you want to do ­ do it for less! The benefit should focus on the experiences that the easy branded businesses can bring. This is done through descriptive headlines and photography of the businesses in action. go to easy.com and enjoy the whole easyGroup experience! p35/49 last revised: May 2008 section 3 examples section 2 our visual identity To present the easy.com portal to the consumer the communication must lead with a motivating consumer benefit. fly to Rome, eat pizza, catch a movie, section 1 about us advertising the easy.com centre The newly introduced easy.com centres provide a brand presence on the high st. Sited within the easyInternetcafé properties, these showcase the complete easyGroup range. Here the brand has to come alive from print and web communication, everything the consumer sees touches and feels should capture the brand. Finishes are funky and functional. Shapes are flowing and organic. The easy orange provides a strong influence and the video wall displays the easy showcase. p36/49 last revised: May 2008 section 3 examples Visible externally is a full size plasma screen that also shows the easy story, with a free standing interactive portal that provides more detailed information. section 2 our visual identity section 1 about us retail presentation The attributes Use at least 12 rectangular images if more space is available, give larger businesses more prominence and always use current, approved images from business websites. the portal for all easyGroup businesses p37/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us group communication different format examples easy.com becomes the hero and the orange background bonds the businesses together. easyJet.com easyInternetcafé easyCar.com easyValue.com easyMoney.com easyCinema.com easyBus.co.uk easyHotel.com easy4men.com easyJobs.com easyPizza.com easyMusic.com easyCruise.com easyMobile.com easyWatch.com easyVan.com easyOffice.co.uk easyJet.com easyInternetcafé easyCar.com easyValue.com easyMoney.com easyCinema.com easyBus.co.uk easyHotel.com easy4men.com easyJobs.com easyPizza.com easyMusic.com easyCruise.com easyMobile.com easyWatch.com easyVan.com easyOffice.co.uk the portal for all easyGroup businesses easyJet.com easyInternetcafé easyCar.com easyValue.com easyMoney.com easyCinema.com easyBus.co.uk easyHotel.com easy4men.com easyJobs.com easyPizza.com easyMusic.com easyCruise.com easyMobile.com easyWatch.com easyVan.com easyOffice.co.uk the portal for all easyGroup businesses the portal for all easyGroup businesses p38/49 last revised: May 2008 section 3 examples section 2 our visual identity When used in two colour artwork, the pictures are replaced with the logotypes. section 1 about us group communication different format examples Marketing is considered as core competence at the easyGroup and within the marketing mix public relations has always been used extensively by easyGroup companies. Advertising can be very useful but it is relatively expensive. PR can be just as effective and it's free! As a leading brand easyGroup companies now enjoy wide coverage in the media and consequently wide awareness among the public at large. Stelios himself is an excellent ambassador for the brand and finds time in his busy schedule to meet and be interviewed by the media. The result is frequent exposure in the media for easyGroup companies. easyGroup public relations is frequent and loud, open, quick to react, cheeky, fun and takes its job rather than itself seriously. Don't ignore a journalist, there's nothing wrong with admitting "I don't know, can I find out?" p39/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us PR easyGroup companies are not secretive, their business plans are easy to understand and they are consumer-facing. This makes the use of public relations ­ communicating with consumers at large, usually through the media ­ very attractive. In addition, easyGroup companies have never run away from fights with larger companies. If a larger company wants to compete with you it can only be because they think you have something to offer, so it's worth publicising that fact. Consumers, and therefore the media, are generally very interested in hearing about how and why they are paying for goods and services. Building such a high profile and open brand has helped to snowball the easyGroup relationship with the public and the media. When ITV wanted to make a TV series in 1998 about running an airline they approached easyJet as an open-minded airline. The result has been one of the longest running `docusoaps' of all time. The `Airline' series has been running on primetime network television for seven years and is now in its ninth series. It's `warts and all' television but invaluable PR for a company that is growing fast and which sells direct to the public. Sky Television has followed this mould and has made a TV series about easyCruise ­ `Cruising the Stelios way!'. Once again it's an honest look at life aboard easyCruiseOne from both passengers and staff points of view, but it's also weekly exposure on European-wide television and building a brand and a reputation that would otherwise cost millions in advertising. p40/49 last revised: May 2008 section 3 examples section 2 our visual identity When British Airways tried to muscle in on the low cost airline sector Stelios was on board the inaugural flight of their low cost airline wearing an orange boiler suit. This stunt gained international media coverage, "Well worth the price of a boiler suit!" as Stelios himself remarked afterwards. section 1 about us PR case studies When the chief executive of Barclays Bank, which owns Barclaycard, mistakenly remarked that credit cards were expensive, he was offered an easyMoney credit card with £100,000 cash spending money already on it provided he promised to cut up his Barclaycard and sent it to the easyGroup. Although he declined the kind offer, the media loved the story and gave easyMoney wide publicity. business advertising The most effective easy communication has been where the product or service position has been brought alive through an identifiable image or photograph. This can be done with either humour or aspiration. These historical examples show these principles in action. p4/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us consumer communication historical examples Stelios is a powerful asset in the brand's portfolio. His levels of consumer recognition attract favourable attention to the businesses. To avoid overuse the `From Stelios' and easy.com should be restricted to launch communication to clearly identify the origin of these new businesses. section 2 our visual identity p42/49 last revised: May 2008 section 3 examples When Stelios speaks it should be combative to the old order by taking on the big boys. section 1 about us how to use Stelios p43/49 last revised: May 2008 section 3 examples section 2 our visual identity appendices 44 46 47 48 49 legalese semi annual CEO dinner FAQ easyGroup contacts list of licensees section 1 about us All licensees of the easy brand are encouraged to develop communication in line with this brand manual and must comply with terms and identity requirements of their individual brand licenses. Key terms include: · competition easy businesses can and do compete but have to derive 75% or more of their revenue from their core (non-competitive) business. easy businesses can and do collaborate but this has to be at fair market rates. The easyJet Brand License defines this `75:25 Rule' as: "the 75:25 Rule means that during any consecutive 12 month period no less than 75% of (a) the total consolidated turnover of the Licensee Group; added to (b) the total income (net of trade discounts and value added tax and other sales taxes but otherwise without any deductions) of all of the Licensee's sub-licensees who are not members of the Licensee Group deriving from goods or services exploiting any of the X Rights and Z Rights derives from the Core Activity rather than from activities ancillary and conducive thereto. For the purposes of this definition, turnover shall be computed in accordance with the Companies Act 1985 and with United Kingdom Generally Accepted Accounting Practice" p44/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us legalese · brand damage · quality Clause 6.1.8 of the easyJet Brand License states: Clause 6.1.1 of the easyJet Brand License states: "the Licensee shall not use the easy Intellectual "the Licensee shall observe the highest standards of Property Rights (EIPR) or carry on its Licensed Activities quality and presentation with regard to the use of the in any manner which (as compared with the standards EIPR in connection with the Licensed Activities" of the industrial, professional, ethical, national or cultural context in which the use complained of · no other logos takes place) would be (or on a reasonable analysis Clause 6.1.5 of the easyJet Brand License states: would be highly likely in due course to be) materially "other than EIPR no trademark, trade name, logo, detrimental to or inconsistent with the good name, or corporate title may be applied to any of the Core goodwill, reputation and image of the Licensor and/or Activity services or goods of the Licensee without the the EIPR" prior written consent of the Licensor" · misuse of the brand section 3 brand application Clause 6.1.2 of the easyJet Brand License states: "the Licensee shall not use the EIPR in any manner which would allow it to lose distinctiveness, become liable to mislead the public, or become generic" p45/49 last revised: May 2008 section 2 our identity section 1 what makes us tick? semi annual CEO dinner Clause 7.11.7 of the easyJet Brand License states: "The chief executive officer of the Licensee shall be invited at least every six months to a forum meeting with the chief executive officers of the the progress and future of the brand." Licensor and of all the licensees of the easy brand in order to discuss p46/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us . Does Stelios own easyJet? The airline is listed on the London Stock Exchange so it has many shareholders. Stelios remains the largest single shareholder. 2. Does Stelios run easyJet? As a public company, the airline is run by its own board of directors and by a full time management team. Stelios sits as a non executive director on the board and therefore he is an insider to the company. 3. Does Stelios charge easyJet a royalty for the use of the brand? easyJet was the first easy branded business and the one that built the brand. As such, Stelios agreed to a royalty free brand license when the company was floated on the stock exchange 4. Do other easy businesses get access to the easyJet customer base? As each business has different shareholders, all dealings between them is on arms-length terms and payment has to be made for such cross marketing opportunities 5. Is Stelios himself available to the easy brand licensees for PR/advertising purposes? Stelios does make himself available for such purposes especially at the launch phase of an easy business. Needless to say that such use will have to be made only after he has given his approval in writing. 7. Who decides where the easy brand can be applied? The easyGroup and hence Stelios who owns it. He has more to lose and gain from the easy brand so he is best placed to decide. 8. Do easy businesses compete with each other? Yes they do. There are some restrictions imposed on each business by the so called 75:25 rule in the brand license (see legalese section) to mainly stick to their core activity but many do compete and they do collaborate at the same time. 9. Are there risks with each brand extension? Yes there are. There is no reward without risk. But Stelios still believes that the benefits of building a common brand outweigh the risks. The whole is worth more than the sum of the parts! p47/49 last revised: May 2008 section 3 examples section 2 our visual identity 6. Can an easy brand licensee control what Stelios says? In order to maintain the integrity of the easy brand licensing system, Stelios has to be free to criticize a particular licensee in the way it uses the brand, first in confidential communications and in extreme circumstances in public. Obviously information which has been agreed to be kept confidential by both sides, will be kept confidential. section 1 about us FAQ Stelios Anthony Robb-John Managing Director arj@easyGroup.co.uk Matthew Lee General Manager matthew.lee@easyGroup.co.uk section 2 our visual identity p/49 p48/49 last revised: May 2008 last revised: May 2008 easyGroup contacts The Rotunda 42/43 Gloucester Crescent London NW1 7DL Kirsten Doherty Trade Mark Attorney kirsten.doherty@easyGroup.co.uk Gavin Richardson Design Manager gavin.richardson@easyGroup.co.uk Sven Stanzel Commercial Manager sven.stanzel@easyGroup.co.uk Irek Malinowski Darren Cronin Office Manager darren.cronin@easyGroup.co.uk Tracy Ghori Head of Culture tracy.ghori@easyGroup.co.uk section 3 examples IT Manager irek.malinowski@easyGroup.co.uk section 1 about us serial entrepreneur stelios@easyGroup.co.uk easyJet Hangar 89, London Luton Airport, Luton, Bedfordshire LU2 9PF Contact: Andrew Harrison (CEO) Email: andrew.harrison@easyJet.com Licensee: Love Film Ltd. Contact: Andrew Ground Email: andrew.ground@lovefilm.com easyCinema (DVD rentals) easyJobs 164 Kensington High Street, London. W8 7RG Contact: Matthew Lee (General Manager) Email: matthew.lee@easyGroup.co.uk easyWatch 164 Kensington High Street, London. W8 7RG Contact: Sven Stanzel (Commercial Mgr) Email: sven.stanzel@easyGroup.co.uk easyInternetcafé 164 Kensington High Street, London. W8 7RG Contact: Matthew Lee (General Manager) Email: matthew.lee@easyGroup.co.uk easyBus 659/660 Queen Anne's Business Centre, 28 Broadway, St James Park, London. SW1H 9JX Contact: Vasant Mistry (CEO) Email: vasant.mistry@easyGroup.co.uk easyPizza