Published on March 12, 2014
© 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4 ad-hoc requests per month $ 100,000 Time-to-market for new collections/products reduced by 1 month $ 2,000,000 Use of out-of-date/licence imagery These problems virtually eradicated Undisclosed ($tens thousands) Marketing and creative department can now concentrate on creating strategic,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
22 OUR WOOL FACTORY
Q&A Stand D50 020 7288 9700 www.brandworkz.com
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