TFM&A 2014 - Aligning your internal teams behind your brand and marketing

67 %
33 %
Information about TFM&A 2014 - Aligning your internal teams behind your brand and marketing

Published on March 12, 2014

Author: Brandworkz



Slides from a speech given by Brandworkz Founder and CEO Jens Lundgaard at Technology for Marketing and Advertising 2014 at London'd Earls Court 2 about how to align your internal teams behind your brand and marketing.

© 2014 Brandworkz Ltd Aligning your internal teams behind your brand and marketing

.70,000 monthly downloads for press & media ShareandDistribute GovernandAutomate Marketing production centre for 800 fitness centers. 600% usage increase Key Brand Communication Challenges AlignandEducate Aligning internal teams behind the brand positioning in 42 countries

Brand disconnect 3

Align and Educate Aligning the internal to assist the external

5  Icebreaker retails in 42 countries, 2,000 retail outlets  Lack of product knowledge at retailer level  Inconsistent, marketing, POS materials used  Inconsistent stories told by sales staff  High price point

Educate on your brand stories 6

Give employees and partners the tools they need 7

Don’t forget about your best Brand Ambassadors, internal employees 8

Icebreaker’s ROI 9 Before Brandworkz After Brandworkz Approx. value/year 80 ad-hoc requests/briefs per month 4 ad-hoc requests per month $ 100,000 Time-to-market for new collections/products reduced by 1 month $ 2,000,000 Use of out-of-date/licence imagery These problems virtually eradicated Undisclosed ($tens thousands) Marketing and creative department can now concentrate on creating strategic, highly-effective marketing toolkits for retailers, thereby increasing sales Undisclosed ($millions)

10  International property consultancy  In 70 countries & 1000 locations  Grown quickly through acquisition  Decentralised marketing structure  Problems unifying disparate marketing teams

Common platform for Brand Education, Comms and Operations 11

Create sense of community 12 • Who‟s Who • Blog/ commenting • Knowledgebase • Alerting • Best practise sharing

Facilitate sharing and collaboration 13

Jones Lang LaSalle’s Results 14 “People can see they are part of something bigger, yet they won‟t lose their autonomy. The system also gives our marketers the tools to support and drive sales. Local teams, after all, know best what works in their home markets” Brant Long, Global Brand Director Won Best Performing Property Brand award at MPF Awards for Management Excellence 2013. Reason for winning: • Greatest improvement in brand value over previous year. • Calculated by Brand Finance using „Royalty Relief‟ methodology. (method approved by tax authorities, stock exchanges and regulators). • MPF (Managing Partners Forum)

Importance of usability and on-brand experience in an online portal

Transitions Optical – old system 16 • Virtually no usage of it as people rebelling against it due to lack of intuitive interface and ugliness. • No sharing between countries. • Marketing team overloaded with manual requests and firefighting against off-brand behaviour.

17 Transitions Optical – new system • 250 active users in marketing and partner community • Sharing of best practice between countries • ~ 2500 logins per month • $500,000 saving annually compared to old system

Aetna – Old system 18 • Users rebelling • Difficult to use • No sense of community or pride whatsoever • Not leading by example

Aetna – new system 19 • 17,000 unique users (1/2 of all employees!) • It‟s informing all new employees about mission, vision, behaviour, etc. • Company is increasing their positive differentiation in the marketplace

Internal Brand Alignment Equation Internal brand alignment = Engaged, productive, & focused employees = Delighted and loyal customers 20

Key Takeaways 1. Don’t spend all your time on external marketing and brand building, balance with internal 2. Create an online brand/marketing space to educate and to provide implementation tools to marketing, sales, PR, partners as well as general employees 3. Make the online space nice and make it useful so people want to use it! 21


Q&A Stand D50 020 7288 9700

Add a comment

Related presentations

Brands are more invested today than ever before on curating and distributing paid,...

Marketers need to be creating and publishing original content across many differen...

As content marketing continues to increase in popularity in every industry, more m...

Il Direct Email Marketing (DEM) è una tipologia di marketing diretto che usa la po...

This presentation contains all 120 rules from Part 1 of the 2nd edition of "Email ...

Olá, somos o Paulo Bernardes e o Pedro Silvestre, temos uma ambição em comum de me...

Related pages

The Brandworkz Blog | Knowledge | Brandworkz

... when aligning internal teams behind the brand ... Brandworkz Way April 29, 2016 3:50 pm. Your ... for Marketing & Advertising 2014 (TFM&A) ...
Read more

Aligning Your leadership brand Michele Adair CEO and Non ...

Slide 1 Aligning Your leadership brand Michele Adair CEO and Non-Executive Director 14 Oct 2014 Slide 2 What is a ‘brand’ ? ... Marketing; Design; More ...
Read more

Internal Teams | LinkedIn

View 133900 Internal Teams ... Connect the Dots Between Your Customers, Salespeople & Internal Teams. ... Senior Complaints Handler and Internal Audit at ...
Read more

Neil Monahan, Author at brandworkz

How to deliver exceptional experiences and your ... marketing ecosystem, where internal teams and ... their internal teams behind the brand ...
Read more

marketing automation Archives - TFM Insights

... have at least three people driving your marketing automation inside your organisation, as a minimum. Find an executive sponsor, a project manager, ...
Read more

Content Archives - Page 4 of 6 - TFM Insights

Which is another fact worth mentioning. While this is content marketing for Amazon, it sits on a completely different domain and I had to search to find it.
Read more

Varun Kaushik | LinkedIn

View Varun Kaushik’s ... website in liasion with external/internal support teams ... (TFM&A) - India; Social Media Marketing; Brand ...
Read more

Silverpop - rmcnally

Technology for Marketing & Advertising (TFM&A), ... Top 5 Most Popular Silverpop Marketing Videos of 2014 ... Re-Energize Your Brand: 5 Marketing Tips from ...
Read more