The following is a summary of presentation skills hints and tips for managers and others. For best effect they should be used in conjunction with a good quality presentation or public speaking training course.
Preparation
Practise
Practise on a colleague or friend. Think about who your audience is and what you want them to get out of an effective presentation. Think about content and style. If you video yourself get someone else to evaluate your performance; you will find it very difficult to be objective about yourself. Prepare, prepare, prepare.
Reconnoitre
Go into the presentation room before the event; practise any moves you may have to make, e.g. getting up from your chair to the podium. Errors in the first 20 seconds can be very disorientating.
Avoid 'Blue peter syndrome'
Try not to over prepare. Don't rehearse the whole thing right through too often. Your time is better spent going over your opening and closing paragraphs. Rehearse your beginning and your finish. Pick a few choice bits to learn by heart.
Technical support
Test the equipment before the presentation; get familiar with it before you start. PowerPoint and OHPs often seem as though they're out to get you, so make sure you're in charge not them.
Visual aids
Use visuals to give a big picture quickly. Show them graphics, pictures, cartoons bar charts etc; you can then use words to elaborate. Slides with words on are of limited value. If you seem to have a lot you may find you are showing your audience your speaker notes!
Saleh
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Friday, July 24, 2009
The spirit of branding
Late 2002, Nissan, the phoenix that rose from near bankruptcy some years back, delivered a change of their advertising tagline from 'driven' to 'SHIFT_'. If you haven't yet seen the US version, or the Far East version, you may wonder what 'SHIFT_' means. After all, 'driven' is obvious on many fronts as an English word, especially in the context of 'being provided the momentum toward the successful operation of functioning of something.' But 'SHIFT_'? As in shifting gears?
The US version by TBWA/Chiat/Day uses 'SHIFT_expectations', while the Far East version, first used in Japan, and now used in countries such as China and Singapore, stresses 'SHIFT_the future'. According to The Wall Street Journal, Nissan USA spent between US$700 to US$750 million on the new 'SHIFT_' campaign, to rejuvenate the brand and mindshare in customers.
What's so special about the 'SHIFT_' campaign, and what can we learn about establishing a 'spirit' in your branding strategy?
Emotive appealWhen you look at the US version of 'SHIFT_' advertisement, two of the segments stood out - one where a double amputee lady did mountain or rock climbing, and a group of speech-challenged people communicating effectively with one another through sign language. In the Far East version, one segment stood out - where a amputee lady stood on a surfboard, and surfed the waves with a smile that clearly emanated from the inside. Both advertisements are compelling, simple, high energy, and yet warm and moving. The advertisements ask the everyday person, consumers and stakeholders alike, to shift something in their lives, akin to shifting gears or mindsets.
The key message in this branding campaign is really about removing stereotypes of people, and allowing the average person to see beyond their own perceived limitations, clouded judgments, myopic self image, among other things. It allows the ordinary person to see into the advertisement as a reflecting mirror that echoes some of the deeper emotive desires and wants that up to then have been unfulfilled, perhaps hampered by social pressure or personal choices.
And yet, the advertisement did not step into the irresponsible, or the insane. It provided a clear, simple, desired mindset that plainly asks the average person to challenge his or her own mindsets and perceptions. In short, a very powerful branding exercise that steps into the spiritual.
Do you have the spirit?When you examine such an advertisement for branding, one thing comes to mind। In many of today's sales target-driven advertisements where the vendors stick price labels on TV, radio and print advertisements, and simply solicited direct sales from consumers, the message is clear, yes, but clearly lack spirit as well। It is a simple case of a trade, nothing more।
Conversely, the long-term effect of having a spirited branding strategy and campaign is one where consumers can identify with the brand, and perhaps rekindle some lost feelings and perceptions about the brand, and strengthen the relationship, or create new ones if none existed before.
The spirit in branding is something that's hard to define on paper, but surely something you can identify immediately when you see it. It is akin to finding very hard to describe an elderly grandparent whom you have not met for a long time, but the feelings come flooding back when you see him or her again. The connection is spiritual, and the effect very real.
How to create spirited campaignsThe net effect, returns and expectations of creating spirit in branding campaigns are obvious now. But how do we create a campaign that can reach out to the masses without failing on fudge candy pretensions?
Simple. If you believe in your brand, your branding strategy should clearly and simply state its deepest, most fundamental, emotive feeling as you see it. Perhaps it is easier to bring that out if you are the CEO or founder running the company. And if you are not, perhaps you should engage the CEO or founder at that level to bring out that fundamental spirit within this brand, especially if you are an external agency. You should not use a cosmetic or external approach in trying to create an emotive sell, because it will fail as a pretender, and consumers will run a hundred miles the opposite direction from then on, for any product you may have down the road.
The message should be time and people-tested. If you have a focus group, especially a cynical and hard-nosed group, reach out to them through your spirited approach, and see if the campaign will stick. If it does work, perhaps you are on to something. But do not launch a campaign without trying out on more than a single focus group, over an extended period of time, say three months or more. If the campaign message still feels spirited, you are getting close to your target.
Got spirit yet?
In this age where there are lesser and lesser segregation between one brand and the next, how can you possibly stand out without sounding like another 'me too' product? And at a time where advertising and marketing campaigns have virtually tried every trick in the book to entice consumers to spend their hard-earned money amidst crumbling economies and shrinking pockets (and even lost jobs), how can your branding stand out against the competition?
The answer is spirit, or soul
The US version by TBWA/Chiat/Day uses 'SHIFT_expectations', while the Far East version, first used in Japan, and now used in countries such as China and Singapore, stresses 'SHIFT_the future'. According to The Wall Street Journal, Nissan USA spent between US$700 to US$750 million on the new 'SHIFT_' campaign, to rejuvenate the brand and mindshare in customers.
What's so special about the 'SHIFT_' campaign, and what can we learn about establishing a 'spirit' in your branding strategy?
Emotive appealWhen you look at the US version of 'SHIFT_' advertisement, two of the segments stood out - one where a double amputee lady did mountain or rock climbing, and a group of speech-challenged people communicating effectively with one another through sign language. In the Far East version, one segment stood out - where a amputee lady stood on a surfboard, and surfed the waves with a smile that clearly emanated from the inside. Both advertisements are compelling, simple, high energy, and yet warm and moving. The advertisements ask the everyday person, consumers and stakeholders alike, to shift something in their lives, akin to shifting gears or mindsets.
The key message in this branding campaign is really about removing stereotypes of people, and allowing the average person to see beyond their own perceived limitations, clouded judgments, myopic self image, among other things. It allows the ordinary person to see into the advertisement as a reflecting mirror that echoes some of the deeper emotive desires and wants that up to then have been unfulfilled, perhaps hampered by social pressure or personal choices.
And yet, the advertisement did not step into the irresponsible, or the insane. It provided a clear, simple, desired mindset that plainly asks the average person to challenge his or her own mindsets and perceptions. In short, a very powerful branding exercise that steps into the spiritual.
Do you have the spirit?When you examine such an advertisement for branding, one thing comes to mind। In many of today's sales target-driven advertisements where the vendors stick price labels on TV, radio and print advertisements, and simply solicited direct sales from consumers, the message is clear, yes, but clearly lack spirit as well। It is a simple case of a trade, nothing more।
Conversely, the long-term effect of having a spirited branding strategy and campaign is one where consumers can identify with the brand, and perhaps rekindle some lost feelings and perceptions about the brand, and strengthen the relationship, or create new ones if none existed before.
The spirit in branding is something that's hard to define on paper, but surely something you can identify immediately when you see it. It is akin to finding very hard to describe an elderly grandparent whom you have not met for a long time, but the feelings come flooding back when you see him or her again. The connection is spiritual, and the effect very real.
How to create spirited campaignsThe net effect, returns and expectations of creating spirit in branding campaigns are obvious now. But how do we create a campaign that can reach out to the masses without failing on fudge candy pretensions?
Simple. If you believe in your brand, your branding strategy should clearly and simply state its deepest, most fundamental, emotive feeling as you see it. Perhaps it is easier to bring that out if you are the CEO or founder running the company. And if you are not, perhaps you should engage the CEO or founder at that level to bring out that fundamental spirit within this brand, especially if you are an external agency. You should not use a cosmetic or external approach in trying to create an emotive sell, because it will fail as a pretender, and consumers will run a hundred miles the opposite direction from then on, for any product you may have down the road.
The message should be time and people-tested. If you have a focus group, especially a cynical and hard-nosed group, reach out to them through your spirited approach, and see if the campaign will stick. If it does work, perhaps you are on to something. But do not launch a campaign without trying out on more than a single focus group, over an extended period of time, say three months or more. If the campaign message still feels spirited, you are getting close to your target.
Got spirit yet?
In this age where there are lesser and lesser segregation between one brand and the next, how can you possibly stand out without sounding like another 'me too' product? And at a time where advertising and marketing campaigns have virtually tried every trick in the book to entice consumers to spend their hard-earned money amidst crumbling economies and shrinking pockets (and even lost jobs), how can your branding stand out against the competition?
The answer is spirit, or soul
The Art of Presidential Branding
George W. Bush? John Kerry? Why do these 'brands' invoke high emotions and spark great debate even amongst the closest of friends and family? The battle for hearts and minds during this campaign season exemplifies the sheer power of brand identity! General Motors, Proctor & Gamble, and a host of other Fortune 100 organizations would pay untold millions to garner such passion and loyalty toward their individual brands.
This article is not a political commentary on campaign tactics, but more of a glimpse of the branding model each opponent employs. A content analysis of recent speeches and web-portal statements will serve as the base-line and metric from which a summation can be drawn. The outcome from this exercise will be to uncover the artistry these parties are attempting to create in the public's minds-eye!
Brand Essentials:The essentials of branding (www.ibranz.com/article.html) will provide a framework from which this discussion will ensue. These principles include:
What is your overall brand perception today?
Describe the future brand goal
Create a plan to reach that goal
John Kerry:
Brand Perception Today? John Kerry's key identifier today is 'Putting Families First' as noted on his official website www.johnkerry.com. He defines the problem as low paying jobs, high energy and health care costs, and the need for consumer protection to safeguard middle-income Americans. The challenge facing Kerry's value proposition is - can government programs create higher paying jobs, alter OPEC and HMO costs, or affect free market economies? In addition, a brand perception is multi-faceted and takes years to develop, communicate, and digest. His historic stance on a myriad of issues (including the Vietnam hearings and his voting record on key issues) can not be crafted in the short-term after decades of message layering. One immutable law of branding holds true - you can only own ONE position in the consumer's mind!
Future Brand Goal? As with any political platform, a distinct agenda sets apart each candidate and provides a compelling message. Kerry's message states:'Kerry and Edwards have a plan to create millions of high-quality, good-paying jobs in America. They will end tax breaks for companies that shift jobs overseas and instead give tax breaks for companies that create jobs here in America. They will also enforce our trade agreements to make sure American companies and workers are competing on a level playing field in the world.'The underlying message asserts if you punish companies who outsource abroad and increase trade barriers, the net result will be higher paying jobs in America. If Dell Corporation were to move their technical call center from India to Pittsburg, would Dell really pay significantly higher wages? Also, Dell would become less competitive by increasing their operating costs, thus pushing these expenses onto the general public. By reducing the ability of US companies to be competitive in the marketplace and increasing barriers to free trade, the US will more likely become more isolated in the global economy.
Create a Plan: Kerry's plan includes the following specifics:
Cut health-care premiums by $1000
Lower energy prices
Cut tuition
Affordable housing
The implementation plan of each item as noted in the mass media is general in nature and non-specific. For example, the solution proposed for lower energy prices (gasoline) includes investing in new energy sources and technologies. The development of solar, geothermal, wind and other alternatives to fossil-fuels has taken decades to realize and generate significant impact. Even if the scientific or private community were to create a revolutionary breakthrough during his administration, it would take another decade to usefully employ it!
The Kerry Brand Unveiled
The brand model deployed by Kerry is rooted in campaign promises which suggest a better life for Americans.
Brand Promise: The key Brand Promise is 'Families First' and the ancillary messages (energy, health-care, jobs, etc.) help to support that central ideology.
Brand-Value Proposition: The proposition Kerry employs is one of the 'Advocate for the people' and 'Government solutions' to all ailments.
Brand Solution: The democratic forum, one of greater government funding and control, will care for the populous.
George W. Bush:
Brand perception today? After four years in the White House, the public has had ample time to evaluate the actions, speeches, and agenda of the standing President. On his website (georgebush.com), his key identifier is 'A plan for a safer world & more hopeful America.' His agenda includes creating opportunity for American Workers, helping families in a changing world, promoting an era of ownership, defending lives and liberty, and supporting community/honoring American values. The challenge facing Bush's value proposition is - can government effect such changes as promoting new business development and making health care available to every poor county in America? Although he led our nation through unthinkable tragedy, the occupation in Iraq and WMD's have certainly taken their toll on the candidate's overall perception. As unfair as it may be, elections are more about perceptions than reality.
Future Brand Goal? According to a recent USA Today article, the Bush go-forward plan was articulated in this fashion:
'Bush promised last week that he would outline new domestic proposals. McClellan said they'll include the next steps in improving education, reducing health care costs and fostering an economy that promotes an "ownership society." He'll say changes in the governments of Iraq and Afghanistan are steps toward democratic reforms throughout that region.'
The key message here speaks to bolstering the domestic infrastructure through programs and incentives. On the international front, spreading the democratic agenda throughout the world will stabilize regions that were once under dictatorial or radical fundamentalist regimes. The essential difference between Kerry and Bush lies in the approach and methodology employed. Kerry's logic suggests government will drive change, whereas Bush implies government will facilitate and motivate the community to enhance their livelihood. The only question becomes - help yourself or let someone else do the work for you?
Create a Plan: Bush's plan includes the following specifics:
Reforming schools
Tax reform - simplify the process
Opportunity zones to spur new business
Expanding health care savings plans
Affordable housing
Fight terrorism
Faith-based and community initiatives
As previously discussed, the above-mentioned initiatives are facilitated by government, but rely on Americans to make them a reality. This plan then asserts Americans are receptive to ownership and involvement (i.e. hard work) to turn ideas into actionable plans. Although Bush has created the opportunity, his administration will be evaluated on how well Americans respond to his vision for the future.The Bush Brand Unveiled
The brand model deployed by Bush invites Americans to take the lead for change and places government in the role of facilitator.
Brand Promise: Bush's Brand Promise was encapsulated in a September 7th speech in Missouri when he announced he aimed 'to build a safer world, and a more hopeful America.'
Brand-Value Proposition: The proposition Bush employs is one of 'government as facilitator' and 'calls for the American involvement' to effect change.
Brand Solution: The Republican forum, one of less government control and creating opportunity, is the rallying cry.
Summary:
Whether you are a Democrat or Republican, the brand you select this November will alter your life for better or worse. As with any brand decision, such as the car you drive or clothes you wear, this brand choice has far reaching implications. As a consumer of information, the real challenge is to get past the 'campaign rhetoric' and be an informed buyer. During a recent business trip to Zurich, I asked a local what he thought of President Bush. After he rattled off many scathing comments, I asked him for specifics which supported his beliefs. There were none, just conjecture. Unfortunately, many consumers take opinions at face value, only to pay for their choice down the road.
Branding is a valuable tool we use in every facet of our lives. This 'short-cut' helps us quickly make a myriad of decisions that would otherwise require an insurmountable amount of time to investigate on our own. In addition, opinion leaders help guide us on areas of unfamiliarity. The balance we face each day is how to make the best brand choice with limited information.
As with any brand decision, the advice/opinions of family and friends are valuable to consider; including divergent views. Go one step further! Invest a little time and research the key issues each side has outlined on their website so you can decide for yourself. Remember, this brand decision will affect your life for the next four years - make sure you are an informed and wise consumer!
This article is not a political commentary on campaign tactics, but more of a glimpse of the branding model each opponent employs. A content analysis of recent speeches and web-portal statements will serve as the base-line and metric from which a summation can be drawn. The outcome from this exercise will be to uncover the artistry these parties are attempting to create in the public's minds-eye!
Brand Essentials:The essentials of branding (www.ibranz.com/article.html) will provide a framework from which this discussion will ensue. These principles include:
What is your overall brand perception today?
Describe the future brand goal
Create a plan to reach that goal
John Kerry:
Brand Perception Today? John Kerry's key identifier today is 'Putting Families First' as noted on his official website www.johnkerry.com. He defines the problem as low paying jobs, high energy and health care costs, and the need for consumer protection to safeguard middle-income Americans. The challenge facing Kerry's value proposition is - can government programs create higher paying jobs, alter OPEC and HMO costs, or affect free market economies? In addition, a brand perception is multi-faceted and takes years to develop, communicate, and digest. His historic stance on a myriad of issues (including the Vietnam hearings and his voting record on key issues) can not be crafted in the short-term after decades of message layering. One immutable law of branding holds true - you can only own ONE position in the consumer's mind!
Future Brand Goal? As with any political platform, a distinct agenda sets apart each candidate and provides a compelling message. Kerry's message states:'Kerry and Edwards have a plan to create millions of high-quality, good-paying jobs in America. They will end tax breaks for companies that shift jobs overseas and instead give tax breaks for companies that create jobs here in America. They will also enforce our trade agreements to make sure American companies and workers are competing on a level playing field in the world.'The underlying message asserts if you punish companies who outsource abroad and increase trade barriers, the net result will be higher paying jobs in America. If Dell Corporation were to move their technical call center from India to Pittsburg, would Dell really pay significantly higher wages? Also, Dell would become less competitive by increasing their operating costs, thus pushing these expenses onto the general public. By reducing the ability of US companies to be competitive in the marketplace and increasing barriers to free trade, the US will more likely become more isolated in the global economy.
Create a Plan: Kerry's plan includes the following specifics:
Cut health-care premiums by $1000
Lower energy prices
Cut tuition
Affordable housing
The implementation plan of each item as noted in the mass media is general in nature and non-specific. For example, the solution proposed for lower energy prices (gasoline) includes investing in new energy sources and technologies. The development of solar, geothermal, wind and other alternatives to fossil-fuels has taken decades to realize and generate significant impact. Even if the scientific or private community were to create a revolutionary breakthrough during his administration, it would take another decade to usefully employ it!
The Kerry Brand Unveiled
The brand model deployed by Kerry is rooted in campaign promises which suggest a better life for Americans.
Brand Promise: The key Brand Promise is 'Families First' and the ancillary messages (energy, health-care, jobs, etc.) help to support that central ideology.
Brand-Value Proposition: The proposition Kerry employs is one of the 'Advocate for the people' and 'Government solutions' to all ailments.
Brand Solution: The democratic forum, one of greater government funding and control, will care for the populous.
George W. Bush:
Brand perception today? After four years in the White House, the public has had ample time to evaluate the actions, speeches, and agenda of the standing President. On his website (georgebush.com), his key identifier is 'A plan for a safer world & more hopeful America.' His agenda includes creating opportunity for American Workers, helping families in a changing world, promoting an era of ownership, defending lives and liberty, and supporting community/honoring American values. The challenge facing Bush's value proposition is - can government effect such changes as promoting new business development and making health care available to every poor county in America? Although he led our nation through unthinkable tragedy, the occupation in Iraq and WMD's have certainly taken their toll on the candidate's overall perception. As unfair as it may be, elections are more about perceptions than reality.
Future Brand Goal? According to a recent USA Today article, the Bush go-forward plan was articulated in this fashion:
'Bush promised last week that he would outline new domestic proposals. McClellan said they'll include the next steps in improving education, reducing health care costs and fostering an economy that promotes an "ownership society." He'll say changes in the governments of Iraq and Afghanistan are steps toward democratic reforms throughout that region.'
The key message here speaks to bolstering the domestic infrastructure through programs and incentives. On the international front, spreading the democratic agenda throughout the world will stabilize regions that were once under dictatorial or radical fundamentalist regimes. The essential difference between Kerry and Bush lies in the approach and methodology employed. Kerry's logic suggests government will drive change, whereas Bush implies government will facilitate and motivate the community to enhance their livelihood. The only question becomes - help yourself or let someone else do the work for you?
Create a Plan: Bush's plan includes the following specifics:
Reforming schools
Tax reform - simplify the process
Opportunity zones to spur new business
Expanding health care savings plans
Affordable housing
Fight terrorism
Faith-based and community initiatives
As previously discussed, the above-mentioned initiatives are facilitated by government, but rely on Americans to make them a reality. This plan then asserts Americans are receptive to ownership and involvement (i.e. hard work) to turn ideas into actionable plans. Although Bush has created the opportunity, his administration will be evaluated on how well Americans respond to his vision for the future.The Bush Brand Unveiled
The brand model deployed by Bush invites Americans to take the lead for change and places government in the role of facilitator.
Brand Promise: Bush's Brand Promise was encapsulated in a September 7th speech in Missouri when he announced he aimed 'to build a safer world, and a more hopeful America.'
Brand-Value Proposition: The proposition Bush employs is one of 'government as facilitator' and 'calls for the American involvement' to effect change.
Brand Solution: The Republican forum, one of less government control and creating opportunity, is the rallying cry.
Summary:
Whether you are a Democrat or Republican, the brand you select this November will alter your life for better or worse. As with any brand decision, such as the car you drive or clothes you wear, this brand choice has far reaching implications. As a consumer of information, the real challenge is to get past the 'campaign rhetoric' and be an informed buyer. During a recent business trip to Zurich, I asked a local what he thought of President Bush. After he rattled off many scathing comments, I asked him for specifics which supported his beliefs. There were none, just conjecture. Unfortunately, many consumers take opinions at face value, only to pay for their choice down the road.
Branding is a valuable tool we use in every facet of our lives. This 'short-cut' helps us quickly make a myriad of decisions that would otherwise require an insurmountable amount of time to investigate on our own. In addition, opinion leaders help guide us on areas of unfamiliarity. The balance we face each day is how to make the best brand choice with limited information.
As with any brand decision, the advice/opinions of family and friends are valuable to consider; including divergent views. Go one step further! Invest a little time and research the key issues each side has outlined on their website so you can decide for yourself. Remember, this brand decision will affect your life for the next four years - make sure you are an informed and wise consumer!
Living the brand
Brands increasingly define the business, and in doing so what the overall business does for people. They connect the business to its context, to its customers and all other stakeholders.
Strong brands connect companies with people, both emotionally and practically, and most importantly by ensuring the promises become realities over time. Brands define the purpose of business: they are the glue, the face, the relationship, and the reputation of business.
Disney's former CEO, Michael Eisner suggests that "a brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures" Whilst brands used to be the domain of individual products, corporate brands are today the more significant form of branding, more valuable and important entities for customers and businesses. This is partly due to the rise of service-based business, the increasing awareness and transparency of companies behind the products and services we buy, and the need for higher-order differentiation across the portfolio as well as for individual products.
Even the majority of consumer products now contain the strong endorsement of parent brands - whereas in the past, many consumers may never have heard of P&G and Unilever despite using their products daily, today the corporate brand marques appear prominently on the packaging of everything from washing powder to ice creams. Organisationally, this means brands take on a broader, higher, non-functional role, rather than being a functional responsibility of the marketing department.
The brand defines the organisation, and all the many stakeholders who work with it. It should reflect the needs and motivations of employees and shareholders, as well as customers. It overlaps and complements the business strategy and cultural values, and the business should ensure consistency and alignment between these. It is delivered through HR and investor relations as well as marketing. Whilst some companies, particularly when there is a strong corporate affairs department, get confused between brand and reputation, they are one and the same. The corporate reputation is the corporate brand
The brand is increasingly the most important business asset, often accounting for anything from 5 to 50% of the overall market value of a company, and in some businesses (be they luxury goods, or not-for-profit, even more). It also becomes a far more complex and essential management challenge. BP for example considered how to harness the power of its brand across all its business units and all its stakeholders, it recognised that there was only one person who could lead this task. CEO, John Browne, recognised that this was his challenges, and his opportunity to create a focused, cohesive and energised business, where his leadership could directly connect to the desired culture internally, and the image and reputation externally.
Corporate brands align the inside and outside, employee and customer, culture and reputation, behaviours and differentiation, promises and reality.
Branded businesses are therefore about people. Their brand gives them a purpose that also becomes the organising idea, the reason for coming to work each day, and a common mission that brings people together. Logos and identities, straplines and colours become mere shorthand for a much bigger and more powerful force.
Brands are brought to life through people. Brands shouldn't be passive labels and images, they should be living experiences, where the values and beliefs are demonstrated in relevant and practical ways for customers, and equally for every other stakeholder group.
This is not simply about focusing on the customer audience, and then requiring employees to deliver it, it is about making the brand real in relevant ways for employees - and shareholders, suppliers, governments, etc - too.
For customers a brand is made relevant through customer propositions, unique to each different customer segment and situation, which are then delivered through customer experiences that ensure that the promises of the brand and proposition become reality.
Similarly for employees, the business should develop employee propositions for each segment (some will be motivated by career progression, others more by job satisfaction, other purely by money. Appropriate employee experiences should then be developed o match the promise and expectation of each audience.
Once staff are treated in an on-brand way, they are far more likely to respond to want to, be able to, and be motivated to put in that extra effort to "live the brand" and deliver a personal and engaging experience for every customer.
Strong brands connect companies with people, both emotionally and practically, and most importantly by ensuring the promises become realities over time. Brands define the purpose of business: they are the glue, the face, the relationship, and the reputation of business.
Disney's former CEO, Michael Eisner suggests that "a brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures" Whilst brands used to be the domain of individual products, corporate brands are today the more significant form of branding, more valuable and important entities for customers and businesses. This is partly due to the rise of service-based business, the increasing awareness and transparency of companies behind the products and services we buy, and the need for higher-order differentiation across the portfolio as well as for individual products.
Even the majority of consumer products now contain the strong endorsement of parent brands - whereas in the past, many consumers may never have heard of P&G and Unilever despite using their products daily, today the corporate brand marques appear prominently on the packaging of everything from washing powder to ice creams. Organisationally, this means brands take on a broader, higher, non-functional role, rather than being a functional responsibility of the marketing department.
The brand defines the organisation, and all the many stakeholders who work with it. It should reflect the needs and motivations of employees and shareholders, as well as customers. It overlaps and complements the business strategy and cultural values, and the business should ensure consistency and alignment between these. It is delivered through HR and investor relations as well as marketing. Whilst some companies, particularly when there is a strong corporate affairs department, get confused between brand and reputation, they are one and the same. The corporate reputation is the corporate brand
The brand is increasingly the most important business asset, often accounting for anything from 5 to 50% of the overall market value of a company, and in some businesses (be they luxury goods, or not-for-profit, even more). It also becomes a far more complex and essential management challenge. BP for example considered how to harness the power of its brand across all its business units and all its stakeholders, it recognised that there was only one person who could lead this task. CEO, John Browne, recognised that this was his challenges, and his opportunity to create a focused, cohesive and energised business, where his leadership could directly connect to the desired culture internally, and the image and reputation externally.
Corporate brands align the inside and outside, employee and customer, culture and reputation, behaviours and differentiation, promises and reality.
Branded businesses are therefore about people. Their brand gives them a purpose that also becomes the organising idea, the reason for coming to work each day, and a common mission that brings people together. Logos and identities, straplines and colours become mere shorthand for a much bigger and more powerful force.
Brands are brought to life through people. Brands shouldn't be passive labels and images, they should be living experiences, where the values and beliefs are demonstrated in relevant and practical ways for customers, and equally for every other stakeholder group.
This is not simply about focusing on the customer audience, and then requiring employees to deliver it, it is about making the brand real in relevant ways for employees - and shareholders, suppliers, governments, etc - too.
For customers a brand is made relevant through customer propositions, unique to each different customer segment and situation, which are then delivered through customer experiences that ensure that the promises of the brand and proposition become reality.
Similarly for employees, the business should develop employee propositions for each segment (some will be motivated by career progression, others more by job satisfaction, other purely by money. Appropriate employee experiences should then be developed o match the promise and expectation of each audience.
Once staff are treated in an on-brand way, they are far more likely to respond to want to, be able to, and be motivated to put in that extra effort to "live the brand" and deliver a personal and engaging experience for every customer.
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