Contents:
Commit to the power of a tidal wave.
Certainly if you work in marketing, but particularly if you own the company or work on the senior leadership team, you owe it to yourself to pick up a copy and commit to the short read. To complete your subscription, please click the link in the email we just sent you, and we'll be sending you weekly goodies - direct to your inbox.
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Pink writes in his fascinating book, A Whole New Mind, stories are easier to recall than facts: So the company organized these stories into a database, called Eureka, estimated by Fortune Excerpt: Now, what comes to mind when you think of Quiznos? Designers, check out these contests so you can start building your career. In other words, they define their culture.
It should be a great session. All you'll need to do is read the summary shouldn't take you more than 5 minutes , and show up. Actionable consultants conversations books. He spends his daylight hours helping consultants and employees alike find meaning in their work and discover rich team relationships through his company, Actionablebooks Thank you for subscribing to the Actionable Books Weekly Digest. An error occurred while adding you to our digest: Be prepared to explain how your organization fits this bill.
Surrender Your Brand Every time your Brand comes in contact with your employees, customers and all the other stakeholders out there, they judge you. The marketing managers I talk to often feel ineffective and frustrated, because without the permission of the CEO, trying to get everyone in their organization to fulfill the Brand promise is next to impossible.
You mean I can be more than just the logo cop? Almost always, stakeholders want to help. But equally, they are rarely candid with the Brand owners themselves. Customers, for example, will almost inevitably have at least some issues with your organization and are actually grateful — sometimes downright relieved — for an opportunity to speak anonymously about it. Within each of these categories are people with different perspectives based on their role and relationship with the Brand and length of tenure — new, mid-term, long-term and departed.
The ThinkAudit thereby creates what we call a holographic image of stakeholder opinion a holograph being a three-dimensional image projected in empty space by a series of lasers situated at different angles around it. It also professes that Brands can be built in one fell swoop. Unfortunately, it takes more than 30 seconds to establish a relationship with stakeholders and earn their trust. As tools of self-defense, Brands allow trusting stakeholders to ignore the marketing activities of other products and services and save mindshare for other, more important things.
But when marketers change the message, they risk losing the attention and trust of stakeholders — and the stakeholders themselves. While very, very few marketers will ever even come close to running an ad during the Super Bowl, they will all have moments of temptation.
Temptation to say something different because their competitors are. Brand equity is created. Brand equity is destroyed. If the experiences people have with your Brand are consistent with those promises, Brand equity — defined as the retained, positive thoughts of stakeholders — gets a boost. Organizations that use their Brand as a central operating principle and who have a Chief Brand Officer — vs. I love telling the story of one particular visit to DMD, the very successful retail design company owned by designer David Milne.
During my tour, David inspired me with a little sidebar about Apple computers: I always insist that my staff wait for me to open any box with new product we buy from Apple. I just love their packages.
Every graphic, every packing piece is beautiful and well thought out. Everything fits and is presented as a piece of art.
Even their Styrofoam is beautiful! And finally, when you unwrap the computer itself, it is beautiful. The whole thing is a wonderful experience. Pink writes in his fascinating book, A Whole New Mind, stories are easier to recall than facts: A mission statement is a statement of facts.
But in an age of hyper-messaging, when we have an infinite number of facts at our fingertips, facts risk losing their power: At 3M, top executives get storytelling lessons. Knowledge management programs at NASA use storytelling. Xerox realized that its repair people learn about fixing different machines by swapping stories with their colleagues — not by reading repair manuals. A spacious and modern environment with healthy food options were a better fit for the European clientele.
Being clear about the scope of the rebrand upfront is essential to efficient planning, budgeting, and resource allocation. To tell a brand story that is worthy of your company and resonates with your client is not an easy task. Rebranding is not just about a new logo or website, but about the entire look and feel of the brand that you reflect to the world.
A new, fun mascot logo would clash with the more serious voice in website and social media, so consider these constraints. Before you toss everything, consider what may already be working well in your brand. Typically, you may want to keep at least your company name.
The goal here is not to be bleeding-edge i. Involve key stakeholders from the start to get their buy-in and feedback. Involve all departments of the company—leadership, business, design, engineering, marketing—and use this as an exercise to strengthen the company culture. You can even involve your customers by asking their feedback via polls on different branding elements, such as logos or taglines. Throw in a giveaway to the poll to increase participation and engagement!
A rebrand, especially one that completely overhauls your look-and-feel, can be a very effort- and time-intensive process.