simon carter
TRANSCRIPT
FUJITSU EYES ONLY © Copyright 2010 Fujitsu Services Limited
Brand Transformation – from the inside, out
Simon CarterMarketing Director, Fujitsu UK & Ireland
My right to be here…
Virgin Energy2000-2002
London Electricity1995-2000
NatWest1988-1995
EDF Energy2002-2003
Thomas Cook2006-2008
Post Office Ltd2003-2006
Fujitsu2009 to date
Complacency
Monopoly ->
competition
Start-up
Revitalis
ation
/ takeoverRelaunch
Acquisition /
flotatio
nDiffe
rentiatio
n
"I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made
them feel."
Maya Angelou
Why communication matters
Knowledge and consistency builds trust
Make it more important than life or death
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"In my time at Anfield we always said we had the best two teams on Merseyside – Liverpool and
Liverpool reserves."
FUJITSU EYES ONLY © Copyright 2010 Fujitsu Services Limited
Case Study One
UK energy brands c.1996
BILLBILL
UK energy brands as was…
UK energy brands as was…
Stable Reliable
BritishEfficient
Local Big
A faceless entity
Dull
Unapproachable
Inflexible
OfficiousThey are just a bill
Expensive
UK energy brands as was…
The PET values
I want a company who
offers a COMPETITIVE
PRICE
I want a company who is
EASY TO DEAL WITH
I want a company who I
canTRUST
A strong identity…
Very different…
…to the past
…and the competition
Consistent…
… across all mediums... with engagement
Did it work?
In 1996, only 30% could name LE as their supplier
... by 2000, the figure was 97%
LE feared 25% of customers would leave in first 12 months
… less than 10% did
300,000 took gas as well
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Case Study Two
Thomas Cook c.2007/8
The original travel company – 1841
Merged with MyTravel in 2007 …to make a FTSE 100 company,
with a Market Cap of £3bn+ 19m customers, sales of £8bn A fleet of 100 aircraft,
with 34,000 employees in most countries in the world
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“To become the most recommended
UK brand (in our chosen markets)
by 2010”
Vision (2007)
Many things make up brand perception
The Thomas Cook Values
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…ionering our future
…esults orientated
…bsessed with customer service
…nited as one team
…making robust decisions
Results – perceptions of Thomas Cook
30
32
32
42
45
47
51
54
57
59
Goes the extra mile to provide the right holiday
Understands me and my holiday needs
Is forward thinking
Is a company that cares about its customers
Caters for every possible foreign holiday need
Is passionate about travel
A brand I can trust
Is an authority about travel
Are the travel experts
Is a leading travel/leisure company
Advantage over Nearest
Competitor
+6%
+15%
+17%
+5%
+10%
+13%
+4%
-1%
-1%
+5%
FUJITSU EYES ONLY © Copyright 2010 Fujitsu Services Limited
Case Study Three
Fujitsu
One of the “Big 3” global IT companies
Established 1935 Serving UK Government for
40 years 173,000 employees in
70 countries Global turnover $55bn R&D spend of £3bn annually FTSE-equivalent company
in the UK27 FUJITSU EYES ONLY
Touching the lives of 99% of the population
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From cradle to grave
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The IT sector in 2013
Knowledge
Inclination
Trust
Effectiveness of Communication 1
3
5
7
9FujitsuBankingPharmaRetail
Context
Bringing the brand to life
‘Proud to be Fujitsu’ became the internal storyline to demonstrate the vital contribution we make to the local economy
Supported by investment in our offices to create a more engaging brand experience
Increasing brand presence in event space and meeting rooms
Red branded walls in key meeting rooms Plasma wall in Atrium to show latest video
material and communicate key messages Key stats stenciled onto walls in meeting
rooms Creating a new Innovation Centre
demonstrating what we do Pin badges for all employees Webcasts and “Ideasfest” social media Monthly Exec Roadshows at 22 offices
Getting the country ready for the day...
Getting the country ready for the day...
Getting the country ready for the day...
Getting the country ready for the day...
The result
Employee surveys: Engagement (proud to work for Fujitsu)
64% (+13%) Enablement (using our skills and abilities)
55% (+ 3%) Strategic Direction
62% (+17%) Trust/confidence in CEO & top team
64% (+29%)
Engagement “Ideasfest” social networking – 2,352 ideas shared over first 4 days
“Shaping Our Tomorrow: Our Stories” – over 2,500 contributions CEO (and Exec) blogs – several times a day
New business 9 successive quarters of profit growth £1.6bn of new business in last 12 months
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Conclusions
A key part of the Virgin culture is “fun” – people spend too much of their
lives at work.
You give better service to customers, if you are happy.
Not enough Chairmen have a laugh, let their hair down
and get drunk often enough Richard Branson
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Proud to be Fujitsu
Be confident
Be consistent
Tell the story
In summary
Marketeers are as obsessed with values as HR people they influence how a brand is
perceived they unite how staff perform in
front of customers they can mobilise a business they fundamentally drive the
bottom line
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The Spirit of Thomas Cook
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42 COMMERCIAL IN CONFIDENCE