brand socialization: branding from the inside out
DESCRIPTION
The way corporations and agencies work together is fundamentally flawed. With the rush to gain new customers, we ignore the need to educate and collaborate with our internal team across functions and silos. In our social, transparent world, this is proving to be the primary reason for failure of CMOs. Studies are showing the internal buy-in is the biggest issue to branding and marketing and the primary reason CMOs are forced out of their roles BEFORE they can implement their vision.TRANSCRIPT
1
Brand SocializationRe-branding from the inside out
March 2014
2
The Good News:CMO stay at the position has risen from 26.8 months in 2007 to 43 months.
Spensor Stuart 2012
3
The Bad News79% of CMO feel unprepared to handle the level of complexities of their positions.
IBM Institute of Business Values Survey 2011
4
53% of CMO believe corporate brand is understood in market place…..
Yet 57% say their employees are not fully onboard
IBM Institute of Business Values Survey 2011
5
75% of CMOs believe to activate the corporate brand, marketing needs to drive broad changes IN the organization.
IBM Institute of Business Values Survey 2011
6
It’s a personal problem.Media is a blessing and curse.
Team Personal brand conflicts with corporate brand.
MarketingDefine goals and messaging but can’t translate to a good story. Drowning in creating content and data.
Customers Want a good story and experience that makes them the hero.
Company Departments do not own their role in the brand and social strategy
1
2
3
4
7
Why is this so hard?
‣ Social networks have given people a personal brand identity
‣ Interaction with brands effects their personal brand – it becomes part of their story
‣ People need to enter the story from any device and move across media
‣ People inside organization are the characters in the story
Ignore the obviousPersonal
Brand
Ubiquitous Technology
A believable story
CorporateBrand
Socialization
8
Why branding is failingThe brand adoption curve
C-Level Team Marketing Customer and Public Functional Teams Company
The C
hasm
LaunchFocus on user personas.Create buyer profiles. Content Marketing.KPI/Measurement.
ExternalNew site and messagingLead/ demand generationPress and events marketing
Internal Personal brand conflicts with corporate brandDon’t know the hero storyAre not engaged in enterprise social efforts
ResultStalled growthHard to maintain customer loyaltyNo social momentum
Define new brand Agree on messagingBusiness goals
9
New branding process curveWhere brand strategy is part of everything we do
C-Level Team Marketing Customer and Public Functional Teams Company
LaunchFocus on user personas.Create buyer profiles.Content Marketing.KPI/Measurement.
ExternalNew site and messagingLead/ demand generationPress and events marketing
Internal Personal brand aligns with corporate brandKnow the hero storyEngaged in enterprise social efforts
ResultImproved customer loyalty
Define new brand Agree on messagingBusiness goals
10
Adjust the brand & digital strategyStart with small changes to each phases
1. ProcessUser persona on C-level teamIdentify their archetypeBring awareness to how they perceive the brand
4. AlignmentFocus on internal socializationBrand is everyone’s responsibilityCS, Sales and research own conversation
2. StoryAlign content to a story
Deliver mini stories within device
Tell a bigger story across devices
3. CustomerPersonal brand is real
Customer is heroMeet them on their journey
12
34
(optional)
CenterLabel
11
Socialization requires having deep answers
Department level→ What does new brand mean to your department?→ How does it change what you do and say?→ Responding to change within your departments→ Getting ready to communicate with your customers
Individual level→ What does new brand mean to your department?→ How does it change what you do and say?→ Responding to change within your departments→ Getting ready to communicate with your customers
12
Socialization means alignment, agreement and empowerment
Functions Individuals
‣ What does the new brand mean to your department
‣ How does it change what you do and say
‣ What will you need to do to push through resistance
‣ What do you plan to say to customers
‣ How will you adopt and adapt to social activities
‣ What is your role in the story
‣ How can you continue the conversation
‣ What do you share and who do you share it with
‣ Be a brand lover to attract brand lovers
13
Brand SocializationRe-branding from the inside out
14
Brand SocializationRe-branding from the inside out