corporate branding that sticks slideshare
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Short presentation from a conference about the importance of powerful corporate brandingTRANSCRIPT
CorporateBrandingthatSticks
Whyinvestindevelopingastrongcorporatebrand
BiancaCawthorne,ButterflyLondon
A brand is a coherent set of ideasin your consumer’s mind
ButaudiencesofCorporateBrandsaremuchmorecomplex
Consumerbrandsjusthaveoneaudience…thepersonwhobuys/usestheproduct
Consumer
Brand
ButCorporatebrandshavemanymoreaudiences,allwhohaveadifferentrelationshipwiththebrand
Customer
Brand
ThisrequiresacomplexmanagementofImage,Reputa8on&Message,needing8ghter,morewell‐definedBrand&Communica8onstrategies
FinancialInstitutionsInvestors
EmployeeGovernment
Corporatebrandsreflectthepeoplewithinanorganisationmuchmorethanconsumerbrands
ConsumerBrands CorporateBrands
10%Internal
External
60%Internal
External
Astrongcorporatebrandwillhelpyourbusinessinanumberofways…
Capturesyourvision
Setsoutyourfutureandthedirec5onyou’reheading
M&S
Manifestosarepowerfulthings…andyouwillbejudgedagainstthem
ExxonMobil
Expresseswhatyoustandfor
Captureswhatyoubelieve,whatyouwanttobefamousforandgivesyouasenseofpurpose
Investec
Guidesyourstrategy
Willkeepyourac5vi5esontherighttracksothatyoumaketherightbusinesschoiceswithoutdevia5ngfromwhatyoudobestandwhereyouwanttobe.Will
setthepla?ormforallyourfutureac5vityandposi5oning
Tohelpyoumaketherightdecisions…
…andnotthewrongones
Unitesyourpeople
Bringsyourpeopletogethertocreatepride,commitmentandconsistency.Becomesthebasisforyourvalues,cultureand
behaviours
Forthebest…
…Nottheworst
Guidesrecruitmentpolicies
“Ifyouwanttoappealtofamilieswithkids,thenyouneedemployeesinstoreswhoarefriendly,helpfulandunderstandtheneedsofmotherswithchildren.”
MaximisesValue
Intangiblevaluescanbetranslatedintotangiblevalue,especiallyifyouseektolaunchanIPO
“Five years ago, Google sold shares to thepublic for the first time in what was one ofSilicon Valley’s most discussed, dissectedand debated initial public offerings ofstock. When the offering finally happened,it turned an estimated 1,000 Googleemployees into millionaires. Originallypriced at $85 each, Google’s shares souredpast $600 in 2007. The day after GOOGstarted trading, an editorial in the NewYork Times praised the offering’sstructure but sounded dubious about whatit described as Google’s bubbly post-I.P.O. valuation of $27 billion.Inretrospect, $27 billion may look like abargain. Google’s market value is morethan $140 billion today.”New York Time, 19th Aug 2009
Willexplainandbringtogetheralltheaspectsofyourorganisa5onandopera5on,definingtheinter‐dependenciesandcommon
strengthsofthebusiness
SumofParts
Arcadia
LVHM
But,brandsneedmorethanasetofwordstomakethemselvesreal…theyneedastorybehindthem
BransononBranding
“Theideathatbusinessis
strictlyanumbersaffairhas
alwaysstruckmeas
preposterous.Foronething,
I’veneverbeenpar5cularly
goodatnumbers,butIthink
I’vedoneareasonablejobwith
feelings.AndI’mconvinced
thatitisfeelings—and
feelingsalone—thataccount
forthesuccessoftheVirgin
brandinallofitsmyriad
forms.”
What’syourStory?
Muchmorethananad
campaign,websiteor
taglinecouldeverbe,the
brandstoryisthecore
truthofwhoyouare,
agreedtobyallinside,
andusedtoopen
conversa5onswiththose
outsidewhoneedyour
services.
Onceyou’vefoundyourstory
• Liveitontheinside.
• Tellitwelltotheoutside.
• Andpeoplewillpulluptheirchairsforalisten.
Whoarewe?
We believe that the traditional consulting model needs toreinvent itselftoremainrelevant. Clientsareunderpressuretodeliver more with fewer resources and less investment. Theyonly want the right people for the task, who understand theirbrandandcategoryandwhocanbringsomethingfresh,newandgenuinelydifferent.
Butterflyisanewbreedofbrandconsultancy…
We are a collaboration of experts in the fields of strategy,branding, innovation&designwhowant to transform thewayweworkinordertohelptransformbrandsandbusinesses.
Webringauniqueperspectiveandanetworkofskills.Togetherwecombineinsight,intuitionandcreativeintelligencegivingyoubrandcreativitythatdeliverscommerciality.
WeareButterflyWe’renotlikeotherbrandconsultancies...
Webringtogethertherightpeopleforthetask,creatingbespoketeamsthatsuityourbriefandyourneeds.
Becauseofour internationalnetwork,we’reabletogettherightlocal talent together for the assignment so that we are able tonavigatetheculturalnuancesofyourbrief‐howevercomplex.
We are virtual,making themost of leading edge technology, sowehavenoofficesbutcanworkanywhereandeverywhere.
We are cost effective ‐ you only pay for the creative and thethinkingandnottheoverheads.
We’vetransformedthewayweworksothatwecanhelptotransformyourbusiness
Thisiswhyweareanewbreedofbrandconsultancy.
StrategyDevelopment
Market&ConsumerInsight
OpportunityAssessment(quantitative&qualitative)
Concept,Product&BrandDevelopment
Identity,NamingandPackagingdesign
Communications&launchstrategy
Howcanwehelpyou?
Endofcommercialbreak
BiancaCawthorne
ButterflyLondon46BrookRoadStMargaret‘sTW11JE
M:+44(0)7866806367(UK)M:+971(0)552887614(UAE)[email protected]
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