ITN’S BRAND-LED CHANGE

HOW A BRAND IDEA CAN TRANSFORM A BUSINESS

21ST OCTOBER 2010

SEAN MCKNIGHT HEAD OF CONSULTING

sean.mcknight@dave.biz

Twitter @seanmcknight @davebranding

WHO IS ITN?

5O YEAR OLD NEWS & PRODUCTION BUSINESS

10 MILLION VIEWERS PER DAY

13 TV NEWS PROGRAMMES PER DAY

MULTI-PLATFORM DISTRIBUTION

ITN: 2006

BIG QUESTIONS

FROM TV NEWS TO CONTENT DELIVERY

RIGHT CONTENT RIGHT NOW

UNIFIED BUSINESS

UNIFIED PURPOSE

WINNING ORGANISATION

“WE BROUGHT DAVE ON BOARD TO HELP US POSITION OURSELVES IN THESE NEW MARKETS. THE WORK THEY’VE DONE IS INSTRUMENTAL IN TAKING ITN TO THE NEXT STAGE OF ITS GROWTH”

MARK WOOD CHIEF EXECUTIVE, ITN

HERE’S A THOUGHT…

BRAND THINKING COULD BE THE BEST WAY TO TRANSFORM YOUR BUSINESS

BIG TRANSFORMATION NEEDS

EXCEPTIONAL LEADERSHIP

BIG IDEA FOR THE FUTURE

SINGULAR FOCUS

CREATIVITY

ENERGY

WHY BRAND?

INTERNAL REFERENCE POINTS EXTERNAL REFERENCE POINTS

INTERNAL EXTERNAL

HARD

SO

FT

COMPETENCY CATEGORIES

CULTURE IMAGE

BRAND

3 WAYS BRANDS TRANSFORM

BUSINESSES

BRANDS ACT AS AN

ORGANISING PRINCIPLE

1.

DRIVE THE BUSINESS FROM THE INSIDE OUT

“A BRAND IS A LIVING ENTITY AND IT IS ENRICHED OR UNDERMINED CUMULATIVELY

OVER TIME, THE PRODUCT OF A THOUSAND SMALL GESTURES.”

MICHAEL EISNER

TELL YOU HOW TO DELIVER

DEFINE CULTURAL NORMS

BRANDS CARRY A HUGE AMOUNT

OF INFORMATION TO A

HUGE NUMBER OF PEOPLE

2.

A BIG IDEA IN

A SMALL PACKAGE

DRIVING BEHAVIOUR

MAKING ORGANISATIONAL VALUES VISIBLE

BRANDS ENCAPSULATE IDEAS

THAT ENERGISE, FOCUS

AND GENERATE ACTION

3.

BRANDS MAKE IDEAS EASY TO PASS ON

1.  ACT AS AN ORGANISING PRINCIPLE

2.  CARRY A HUGE AMOUNT OF INFORMATION TO A HUGE

NUMBER OF PEOPLE

3.  ENERGISE, FOCUS AND GENERATE ACTION

BRANDS TRANSFORM

BUSINESSES IN 3 WAYS

THANKS

SEAN MCKNIGHT HEAD OF CONSULTING

sean.mcknight@dave.biz

Twitter: @seanmcknight @davebranding

www.dave.biz

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