Date post: | 18-Jan-2017 |
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Marketing |
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Revitalizing Culture to Revive a Brand
20 years & still pioneering 20 Years & Still Pioneering
17 years in and after lots of competition, we became slightly stagnant
Our culture took a hit
We over indexed on fun...without a focus on execution or results
We stopped innovating
Only measure of success are we beating Google?
Our culture challenge
We obsessed on developing the right culture
We developed a shared vision
We began competing against ourselves and focused on making better products
We focused on execution, winning and fun (all three!)
What did we do?
Where did we start?What is culture?
Essential and enduring tenets of an organization. A small set of guiding principles by which we will all commit to interact, upon which to make decisions and to judge our work.
Where did we start?We worked to define what we wanted our culture to be and what culture meant to us.
- Vision: why we exist - Values: what we stand for - Practices: how we act - People: who we work with - Narrative: what are our stories - Place: where we exist
Culture: The MapQuest Code
Shared Vision/Mission/Strategy
Developing better products
Developing better products
Still focused on fun, celebrating the wins
How did we extend the culture into the brand?
Questions:Why do you work here?Why do you stay?
We want to help people.
We were at a crossroads. We could fight an uphill battle on features
Or we could carve out distinction by:
1. Positioning MapQuest as not another tech company
2. Balancing boldness and humanity
3. Bringing MapQuest closer to our consumers lives
Empower everyone to enjoy more
of life
Save the day
Foster exceptionalism,
fun, and perseverance
Be daring, commanding,
and casual
Customer Interaction& Experiencebecame the strategic differentiator for MapQuest.
@JimmyKazz1968 Tbh I didnt know MapQuest was still a thing
@AlanGreenback@JimmyKazz1968 To be honest we didnt know you existed until you tweeted that so it looks like were even.
@AlanGreenback
@MapQuest
I dont even remember what it was like to drive before Google Maps.
@deray
@deray BRUH REMEMBER MAPQUEST?! PRINTING OUT DIRECTIONS?! SHIT WAS THE WORST
@THEKIDMERO
@THEKIDMERO @deray What? No were not crying, we just have something in our eyes its fine...
@THEKIDMERO
From
Maps Information Directions Search
To
Discovery Exploration SuggestionInsight
Humble acts of kindness Little wins and rescues Voluntary and proactive
Providing assistance and supportExpressing passion and empathy
Everyday heroism
Moments big and smallDay-to-day relevance
For the everymanEasy to identify with
Questions?
Revitalizing Culture to Revive a BrandSlide Number 2Slide Number 3Slide Number 4Slide Number 5Slide Number 6Slide Number 7Slide Number 8Slide Number 9Slide Number 10Slide Number 11Slide Number 12Slide Number 13We were at a crossroads. We could fight an uphill battle on featuresOr we could carve out distinction by: Slide Number 16Slide Number 17FromSlide Number 19Questions?