7
Marshall Strategy October 2013 [email protected] www.marshallstrategy.com How to Create a Valuable Company The impact of identity on the bottom line Marshall
| Date post: | 30-Jun-2015 |
| Category: |
Business |
| Upload: | marshall-strategy |
| View: | 183 times |
| Download: | 0 times |
Marshall Strategy October 2013
[email protected] www.marshallstrategy.com
How to Create a Valuable CompanyThe impact of identity on the bottom line
Marshall
2
About Marshall Strategy
Marshall Strategy is a privately owned, professional consulting firm, staffed by senior people with multi-industry expertise. Our services are aimed at one simple goal – improving corporate and brand value.
We develop and implement strategies that increase appreciation and enthusiasm for our client, companies and brands through strategic positioning, naming and design.
369 Pine St., Penthouse
San Francisco, CA 94104
415.677.9525 s
www.marshallstrategy.com
@MarshallStrat
© Marshall Strategy 2013
3
During private interviews with some of Wall Street’s most influential analysts, we’ve been able to ask several questions to gain insight into how companies are valued. Here’s what we asked of them:
• What makes a company valuable?
• Why are some companies considered to be worth more than companies of similar size, in the same industry?
• Since past performance does not guarantee future performance, how can you tell which companies will deliver superior future performance, making their stock more valuable?
We were told that investors reward companies that have two seemingly conflicting sets of qualities:
Introduction
© Marshall Strategy 2013
Solid & reliable
Dynamic & innovative+
4
Companies that convey both sets of qualities can be reasonably expected to reliably deliver superior results over the long term
and are given higher valuation by investors.
Solid & reliable Excellent management
Strong financials
Positive history
Industry leadership
Proven capabilities
Brand strength
Dynamic & innovative Growing revenues
Expanding market share
Entering new markets
Innovative products
Leveraging technology
Planning forward
Developing leaders
© Marshall Strategy 2013
Being only solid & reliable will not convey industry-leading growth.
Being only dynamic & innovative will not convey reliability.
5© Marshall Strategy 2013
Identity Strategy
Your identity strategy has the potential to engage and motivate employees as well as capture the attention of customers, shareholders and funders. An identity strategy can help a company achieve and convey both reliable and dynamic qualities.
6
Case Study: GE
When Jack Welch took the helm at GE in 1981, the company was known as solid and reliable, but not dynamic or innovative. Jack's goal was to make GE the most valuable company in the world. The task required reliable performance and increased awareness of GE's innovation.
sThe identity system we recommended retained the GE Monogram to convey historic performance and added asymmetrical graphic elements to convey dynamism.
Within two years, Jack's dynamic leadership, reflected by GE's new identity, resulted in GE becoming the world's most valuable company.
© Marshall Strategy 2013
7
Conclusion
The financial benefits of a strong identity strategy can have a huge positive impact on your organization:• Fewer redundant efforts due to more coherent communications• Greater efficiency in producing materials• Enhanced morale, energy and direction• Increased sales from greater awareness, consideration, appeal• Increased margins by commanding a premium or creating a preference• Increased profitability from all of above• Increased market value
For more informationwww.marshallstrategy.com
© Marshall Strategy 2013
