branding from the inside out · branding from the inside out ! david baker, ceo, think shift! get...
TRANSCRIPT
Branding from the Inside Out !
David Baker, CEO, Think Shift
!
Get your stories straight!
FRAMEWORKS
TOPIC INTRODUCTION"Contemporarily, the intensification and
interarticulation of processes of hybridisation and complexification – comhybridisation – is producing new
multi-nodal subjectivities, co-inhabiting multiple temporal and spatial particularities."
AGENDA
• A State of Change
• The Power of Story
• Our New Reality
• Measurement & Connection
• Intentional Brand, Culture and Strategy
• Building your Story - A Culture Toolkit
“If you dislike change, you’re going to dislike
irrelevance even more.”
~ Eric Shinseki Retired US Army General
“
Engaging
Serving
Messaging
Selling
A STATE OF CHANGE
A STATE OF CHANGE
Ocupado!
A STATE OF CHANGE
A STATE OF CHANGE
+ =+
A STATE OF CHANGE
Manufacturing Wholesale Distribution Retail Consumer
MOBILE
THE LANDSCAPECHANNELS
CONVERSATION
CULTURE
CHANNELS
1940
3 3001970
30002000
CONVERSATION
CONVERSATION
CULTURE
CULTURE
THE POWER OF “STORY”
A STATE OF CHANGE
A STATE OF CHANGE
A STATE OF CHANGE
A STATE OF CHANGE
A STATE OF CHANGE
A STATE OF CHANGE
Politicians, Hollywood & Marketers…
I’m a PC I’m a Mac
THE POWER OF “STORY”
THE POWER OF “STORY”
!Read more: http://www.businessinsider.com/the-35-companies-that-spent-1-billion-on-ads-in-2011-2012-11?op=1#ixzz2ULUKvVHj
36 COMPANIES SPEND > $1 BILLIONProcter & Gamble Co: $4.9 billion General Motors Co: $3.1 billion Verizon: $2.52 billion
(just to name a few)
THE POWER OF “STORY”
THE POWER OF “STORY”Reliable
envelopeexpensive
overnight
professional
consistent
inflexible
THE POWER OF “STORY”
Brand is not what you say it is...it’s what they say it is.
~ Marty Neumeier Author: “The Brand Gap”
“
Marty Neumeier
THE POWER OF “STORY”
The point of the story is to
DIFFERENTIATE
BRAND IS A STORY(which affects purchasing behaviour even though we may be unaware we believe the story)
THE ORANGE
THE GOLDEN CIRCLEWHAT
HOW
WHY
WHAT WE DO:
HOW WE OPERATE:
WHY WE EXIST:
EVERY SYSTEM IS PERFECTLY DESIGNED FOR THE RESULTS IT CREATES.
Company Results
Experiences
Beliefs & Attitudes
Behaviors
Beliefs shape attitude !
Attitude initiates behavior !
Behaviors inform experiences !
Experiences drive business results
Core Values
CULTURE IS A STORY(which affects discretionary effort even though we may be unaware we believe the story)
OUR NEW REALITY
OUR NEW LANDSCAPE = CONNECTION
!
STRATEGY
BRAND
!
!
CULTURE
• Starbucks • TOMS shoes
• Zappos • Apple
LEGO’S VISION ‘Inventing the future of play’
We want to pioneer new ways of playing, play materials and the business model of play - leveraging globalization and digitalization.... it is not just about products, it is about realizing the human possibility.
MEASUREMENT & CONNECTION
WHY Mission Vision Values
Strategic Objectives
Narrative
Purpose Statement
Intentional BrandIntentional Culture
Touch PointsPivot Points
!
STRATEGY
BRAND
!
!
CULTURE
INTENTIONALITYNarrative
Narrative
!
BRAND
!
!
CULTURE
!
!
STRATEGYLEADERSHIP
BUILDING YOUR STORYA Culture Toolkit
TOOLKITBUILD OUT YOUR OWN TOOLS Levels of Performance Video Tape Test Leadership Agenda (first to clap) Law of Hazard
Speaker Contact Information: • David Baker, CEO, Think Shift,
204.989.4323, [email protected], www.thinkshiftinc.com