Empowering Brand Momentum in Your Organization: 5 Things You Can Start Today

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AMA IOWA BRAND October 7, 2015

Jim Flynn Hult Marketing 309-253-1395

jflynn@hultmarketing.com

Brand

BrandsMEAN SOMETHING.

BrandPEOPLE DELIVER YOUR

DistinctionBrand DiscoveryBrand RecognitionBrand AttributesBrand Competency

Brand PromiseBrand IdentityBrand DevelopmentBrand MissionBrand VisionBrand Values

Brand ing

Brand Speak

Brand Distinction

Brand Culture

Brand Worth

Brand Accountability-4-Ways

Brand Momentum-5-Ways

what is a

Brand?

The Very

Beginning

more than a

Logo

more than a

Product

PROMISEyour brand is your

“In the factories we make cosmetics...at the

counters we sell hope.”

Charles RevsonFounder of Revlon

Brand Promise

Brand Experience

Brand Perception

Brand Promise

Brand Experience

Brand Perception

Truth

Brand Promise

Brand Experience

Brand Perception

Trust

GO AHEAD BRAG “I’m  a  really  good  dancer…”

IF A BRAND SWIMS LIKE A DOG AND QUACKS LIKE A DUCK…people will distrust it!

A BRAND THAT MAKES ME MAD…describe  it  like  you  would  to  a  friend

DISTINCTIONdoes your Brand have

and deliver authenticity?

Commodity?

Does Your Brand Have Distinction?…this is what Marketing Directors

and CMOs are saying about their Brands…

17 Question Brand Insight Snapshot

www.hultmarketing.com/BrandQuiz

Our Organization Understands Our Brand Distinction?

OUR EMPLOYEES ARE AWARE OF OUR BRAND DISTINCTION?

OUR BRAND DISTINCTION IS RECOGNIZED BY OUR CUSTOMERS?

OUR BRAND DISTINCTION IS CLEARLY COMMUNICATED EXTERNALLY?

OUR EMPLOYEES HAVE PROCESSES AND TOOLS TO DELIVER ON OUR BRAND?

BRAND INSIGHT SNAPSHOT CURRENT TALLY…

D36%

C25%

B31%

A8%

OUCH!

36%

25% 17 Question Brand Insight Snapshot

www.hultmarketing.com/BrandQuiz

Your employees scrip your distinction and utilize it consistently?

Your distinction is clear in your marketing materials?

New hires are to communicate your Brand distinction?

Your new employees are trained to sell your distinction consistently?

Your Brand receives adequate marketing support?

And your website?trained

UNIQUEevery brand is

Your culture is your brand.

- Tony Hsieh, CEO

ZAPPOS 10 CORE VALUES

1.Deliver WOW Through Service 2.Embrace and Drive Change 3.Create Fun and A Little Weirdness 4.Be Adventurous, Creative, and Open-Minded 5.Pursue Growth and Learning 6.Build Open and Honest Relationships With Communication 7.Build a Positive Team and Family Spirit 8.Do More With Less 9.Be Passionate and Determined 10.Be Humble

SOME ZAPPOS STATS

75 Percent

31 Ranking

5 Percent

Repeat Customers “Best Places to Work” Employee Turnover

“THE OFFER”

3,000 Dollars

“If you quit today.”

ZAPPOS BRAND VALUE

1.2BILLION

2009 Amazon Purchase

Dr. William J. Mayo and Dr. Charles H. Mayo - Along with their father, Dr. William W. Mayo

“No one is big enough

to be independent of others.”

Dr. William J. Mayo Founder, Mayo Clinic

Source: Mayo Clinic 1989

The Flagship: Mayo Clinic

99 Percentile

41 Ranking 1-2

Percent

Patient Satisfaction Best Places to Work Employee turnover

Source: Mayo Clinic

brand

CULTURE?

WHO DRIVES BRAND CULTURE?

HR 51%

Marketing 31%

Corporate Communications 28%

PR 19%

Internal Communications 17%

Advertising 6%

Brand Responsibility - As defined by a survey of the Fortune 500 companies

WHO DRIVES BRAND CULTURE?

HR 51%

Marketing 31%

Corporate Communications 28%

PR 19%

Internal Communications 17%

Advertising 6%

Brand Responsibility - As defined by a survey of the Fortune 500 companies

While HR, PR and Marketing play a critical role in Brand Accountability, brand culture begins in the C-Suite...

Who Cares?Culture…

BRAND WORTH

The top line on your brand? It affects your bottom line. Significantly.

Intangible Value 69%

Tangible Value 31%

•Trademarks •Names,

Processes, etc. •Perceptions •Brand

•Real Estate •Investments •Cash •Receivables

Source: Yahoo Finance

BRAND VALUE

$79.2 Million

$98.3 Million

$23.6 Million

$4.3 Million

$93.3 Million

Source: Interbrand

BRAND WORTH = COMPANY WORTH

AppleCokePepsi

Kimberly ClarkGoogle

WalmartVerizonViacom

P&GexxonTargetAT&T

ChevronTime Warner

0% 25% 50% 75% 100%

25%46%50%57%62%64%65%71%72%74%80%81%82%87%

75%54%

50%43%

38%36%

35%29%28%

26%20%

19%18%

13%

Tangible Value Intangible ValueSource: Yahoo Finance

“If this business were split up, I would give you the land and bricks and mortar, and I would take the brand, and I would fare better than you.”

- John Stuart, former CEO of Quaker Oats

BRAND VALUE

Strong Brand Value• Lowers  employee  recrui=ng  costs  • Compete  on  more  than  price  • Increases  customer  reten=on  • Grows  employee  sa=sfac=on  

Brand Commodity

$4.96 $0.99

Imagine aMore Accountable Brand…

Imagine a More Accountable Brand…

MORE with less

Drive Change

Be AdventurousCreate Fun

Growth and Learning

Deliver WOW!

Open and Honest Relationships

Be Passionate

Positive  Team  and  Family  Spirit Be Humble

Imagine YOUR BRANDBeing More Accountable…

your Authenticity your Differentiation

your Culture  your Vision

BRAND ACCOUNTABILITY…is  developed  by  aligning

AUTHENTICITY…who  you  are  today

DIFFERENTIATION…what  you  do  differently

CULTURE…why  you  do  what  you  do

“Our Purpose is to connect People to what’s

important in their lives through friendly, reliable and low-cost air travel.

Our success is dependent on our ability to execute and fulfill that purpose. The key to our execution is Teamwork.”

Gary Kelly CEO Southwest Airlines

VISION…what  you  are  capable  of  becoming

“Our mission is to create a little moment of luxury

for people every day. People have difficult lives

and we believe that they’re worth some

“me time.”

Howard Shultz CEO Starbucks

80% 96%

Source: Zillow 2015, 17-year study. All US homes 65%

Brand Accountabilityit’s not just a marketing initiative

It’s an organizational initiative

5-WAY BRAND MOMENTUM

Turn The Telescope

The Brand Lens

Brand InsightAssessment

Positioning Strategies

Brand Distinction Internal Adoption Visual/WordsGAP Analysis

Momentum Groups

Internal Adoption

Turn The Telescope

Discover The Truth… about your Brand DNA

FINDING YOUR “WHY”A higher cause = “the soul of the organization”

THE GOLDEN CIRCLE

THE GOLDEN CIRCLE

What Every organization on the planet knows WHAT they do. These are products they sell or the services they offer

How Some organizations know HOW they do it. These are the things that make them special or set them apart from their competition

Why Very few organizations know WHY they do what they do. WHY is not about making money. That’s a result. It’s a purpose, cause or belief. It’s the very reason your organization exists.

YOUR “WHY”What motivates, drives & inspires your reason to be?

A “WHY” HAS TWO PARTSContribution & Impact

WHAT IS MY “WHY?”I get up every morning to ____________ (contribution) so

that _________(impact).

Jim’s WHY: I get up in the morning to help others consider things differently so that they can

make the most of their gifts.

WHAT’S YOUR CORPORATE “WHY?”

We get up every morning to ____________ (contribution) so that _________(impact).

Hult’s WHY: We get up in the morning to help organizations discover their distinctionso that they can further their mission.

A COLLECTIVE PERSONAL WHY

A COLLECTIVE ORGANIZATIONAL WHY

Momentum Groups

=

• Touchpoint focused

• Middle Mgt. driven

• Brand delivery

• Upholds strategy

• Measure. Monitor. Adjust.

POST-PURCHASE

PURCHASE

PRE-PURCHASE

Building Exterior

Agent Newsletter Lobb

Safety Inspections

Policies

Receptionis

Office

Service Standards

Agent

Billing Process

Thank You Card

Claim Process

Online Bill

Follow-Up Website

Online Rating/Customer Quoting

Phone System

INFLUENCERS

Social Media

Word of Mouth

Referral

Testimonials

Event Sponsorship

Good Will

Community Involvement

PRCustomer Ratings

News Media

Correspondenc

Proposal Documents

Media Ads/ Outdoor/TV

Business Cards/

Letterhead

Organic Search (SEO)

WHY INTERNAL ADOPTIOND

egre

e of

Sup

port

for

Bra

nd

Time

“Hearing It” Phase

“Believing It” Phase

“Living It” Phase

Passionate Advocacy

Brand GAP Assessment

ALIGNMENT

• Leadership

• Managers

• Rank & File

• Channel Partners

Brand Positioning

Your Brand Lens

Your Brand creates a ‘lens’ for decision making Your Brand always has a seat at the table

Your Brand holds you Accountable

Building the Brand Driven Business By: Davis & Dunn

Start With Why YouTube: Simon Sinek

Jim Flynn jflynn@hultmarketing.com 309-253-1395 (m)

Empowering Your Brand Distinction hultmarketing.com/DISTINCTION