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An Exercise in Global Rebranding for Sustainability
Monica LevyJohnson Controls
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can you guess theissue date?
August 2, 2004
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what about this one?
April 22, 2008“As corporate America gets greener,Earth Day is following the path ofValentine’s Day, Easter and Christmas,and turning into a corporate marketingopportunity. But instead of advertisingchocolates or toys, companies areselling themselves and their greenness-- and often, the biggest marketers arethose with sizable carbon footprints.”
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Get the call, always onthe RFP list
Win the coin toss inclose calls — make iteasier and faster tosay yes
Capture larger shareof wallet and preferredsupplier position withclients
Get permission to playin adjacent spacesand play higher-value-added roles
More effective andefficient new marketentry; span productintroduction valleys
Align goals andobjectives acrossbusiness units
Increase strategiccontrol relative topowerful businesscustomers
Increase stockmultiple by makingsuperior performancetangible
Be able to recruitworld-class talent andcreate an appealingculture
HowB2B
brandsadd
value
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Who/what we used to be
• a brief history• business overview• exceeding customers
increasing expectations• everything to everybody• (more than) a holding
company
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What had to change, and why
• The invisible burning platform• Challenges and opportunities
with customers, technologiesand geographies
• “A billion Chinese people...”• Sustainability and the Al Gore
effect• Another important war• What really matters
brand scale that matchesour business scale
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One Johnson Controls
• Brand plan• Gimme the data• Positioning• Identity & creative
development• Fix the Web• Employees as brand
ambassadors
a brand that contributesto business success
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Brand Development Initiative 2006 - 2008 - Phase 1
OrganizationalReadiness
Brand Strategy& Planning Execution Internal
Rollout
Build teams
Brand audit scope
Data collection &analyses
Vision/valuesdevelopment
Enterprise-wide brandstrategy & positioning
Identity development& testing
Brand architecture
Internal rolloutplanning
Enterprise-widebrand guidelines
Brand championidentification &training
Vision Week launch andemployee education pgm
Internationalized webenvironment
Ad/creative developmentfor internal use
Media profiling/planning
January - August 06 September 06 - Feb 07 March 07 - May 07 May 07 - Sept 07
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Brand Development Initiative 2006 - 2008 (con’t)
External BrandRollout
(Identity &Messaging)
Ramp toAdvertising &Media Launch
Launch(Vision Week)
ContinuousImprovement
Educatecustomers &journalists
Transition identity&communications(thru 9/08)
Brand events
Add 3-4 countrywebsites
Continued PR & eventsupport
Pre-production ofcorp advertising
Baseline consumerawareness research
Add 3 - 4 countrywebsites
Launch N.Am & W/EEurope advertising
Global customer/media events
Add 3 - 4 countrywebsites
Continue N. Am & W/EEurope advertising
Global customer/mediaevents
Add 3 - 4 country websites
Use real-time metrics toadjust media/PR activity
Oct 07 - Dec 07 Jan 08 - April 08 May 08 - July 08 August 08 - Dec 08
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One Johnson Controls
• Brand plan• Gimme the data• Positioning• Identity & creative
development• Fix the Web• Employees as brand
ambassadors
a brand that contributesto business success
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Brands exist for comparative purposes
• Key areas of inquiry:• Who are we, apart from
what we do?• What do we do, apart from
what make today?• What’s important, and how
do we compare to ourcompetitors?
• How can we be different inways that are relevant?
Strategic brand & businessassessment (brand audit)
• 1,800 interviews worldwide
• customers, media/NGOs,employees
• qualitative upfront + 30-minquantitative (telephone)
• factor analysis to explainvariation in rankings
• questions regarding products,technology, quality, service,growth prospects, leadership
what’s important, and how do werate on those things?
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Brand factors: Power SolutionsBrand factors: Interior Experience
Understanding relative importance and performance
Brand factors: Building Efficiency
Power Solutions image attributesAutomotive Experience image attributesBuilding Efficiency image attributes
Corporate image attributes
• Is an admired company• Has strong and effective senior management• Is customer focused• Has demonstrated financial stability• Is a market leader• Provides high quality products and services• Offers thought leadership• Is an attractive employer• Effectively combines technologies and products to
create integrated solutions• Promotes energy efficient products and practices• Offers advanced technology• Actively participates in the local communities in
which it operates• Is committed to promoting diversity in its work force
and suppliers• Maintains high ethical standards• Is committed to sustainability• Positioned to capitalize on growth in emerging
markets• Has strong growth potential• Can be considered a diversified industrial company• Operates with a global perspective• Is a transparent company
Relativeimportance offactors
• Overallbrandfavorability
• Likelihood topurchase
Corporate brand factors
• Admired leader• Socially responsible• Diversified and global
...
Attributes
Relative JCIperformance
• JCI versuspeers
• Acrossbusinesses
• Region
Factors
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Results & direction for change
High scores• High quality products and services• Recognized branded products• Broad product portfolio• Expertise in integrated interiors• Market and technology leader in
batteries
Top quantitative attributes for JCI across business units
Top qualitative attributes for JCI across business unitsPositive
• Strong, professional• Capable and financially sound• Leader• Good at combining technologies
Negative• Reactive, not proactive• Inflexible, too focused on internal
goals• Slow, too much internal bureaucracy
Low scores• Proactive in identifying/resolving
issues• Easy to do business with• Helps improve business performance• Excellent value for money
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One Johnson Controls
• Brand plan• Gimme the data• Positioning• Identity & creative
development• Fix the Web• Employees as brand
ambassadors
a brand that contributesto business success
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Our brand
• Johnson Controls is the global market leaderin integrating technologies, products and servicesthat redefine the relationships between people andtheir surroundings.
• Our market insight enables us to anticipatemarketplace needs and provide practical, eco-friendlysolutions.
• By understanding the changes that affect how welive, work and travel, we help create smartenvironments that are more comfortable, efficient,safe, and sustainable.
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• Who are we, apart from whatwe do?
• What do we do, apart from whatmake today?
• What’s important, and how dowe compare to our competitors?
We are the global leader that uses ingenuityto make the world more comfortable, safeand sustainable.
We are the premier integrator andcollaborator, the company best able toanticipate and deliver
• How can we be different in waysthat are relevant?
We will be customer-focused, a leader in ourmarkets, and deliver effective, practicaltechnology.
We create smart environments in theplaces where people live, work and travel.
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One Johnson Controls
• Brand plan• Gimme the data• Positioning• Identity & creative
development• Fix the Web• Employees as brand
ambassadors
a brand that contributesto business success
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What’s in a logo?
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Visual/verbal identity
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The new Johnson Controls
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One Johnson Controls
• Brand plan• Gimme the data• Positioning• Identity & creative
development• Fix the Web• Employees as brand
ambassadors
a brand that contributesto business success
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Sustainability key to web presence
Sustainabilitymaintains homepage positioneven aftermarquee andnews sectionsupdate
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One Johnson Controls
• Brand plan• Gimme the data• Positioning• Identity & creative
development• Fix the Web• Employees as brand
ambassadors
a brand that contributesto business success
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171,086171,086logo pins hits to
Web sitehandbooks &badge tags
165,000165,000 120,000120,000
26 languages26 languages
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Lessons learned/recommendations
• know your culture• get the data• brand must have credibility & authenticity• continuing senior mgmt support is critical• grassroots support can help• symbols are important• take time to prepare internally (vs. “big bang”)• education, examples and context are key to building an
organizational understanding of sustainability