ITN’S BRAND-LED CHANGE
HOW A BRAND IDEA CAN TRANSFORM A BUSINESS
21ST OCTOBER 2010
SEAN MCKNIGHT HEAD OF CONSULTING
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
Twitter: @seanmcknight @davebranding
www.dave.biz
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