Marketing Indaba Nov 2015
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The document discusses internal brand engagement and alignment. It advocates for a holistic and collaborative approach to aligning a company's internal culture and employees with its external brand values. This includes developing a brand alignment framework, empowering brand champions, building brand values and behaviors, and ensuring leadership promotes the company's purpose and culture. Case studies from Hollard and Google are provided as examples of best practices in internal brand engagement.
Marketing Indaba Nov 2015
- 1. IDEAS THAT FIT NEW BRAND THINKING WWW.HKLMGROUP.COM MARKETING INDABA – INSIDE OUT NOVEMBER 2015
- 5. A WEE BIT OF THEORY
- 6. 6 BRAND ALIGNMENT INTERNAL BRAND ENGAGEMENT
- 7. 7 HOLISTIC APPROACH INTERNAL BRAND ENGAGEMENT
- 8. 8 BRAND CHAMPION MATRIX INTERNAL BRAND ENGAGEMENT
- 9. 9 COLLABORATIVE APPROACH INTERNAL BRAND ENGAGEMENT
- 10. 10 THE CURRENT REALITY INTERNAL BRAND ENGAGEMENT
- 11. 11 BRAND ALIGNMENT FRAMEWORK INTERNAL BRAND ENGAGEMENT
- 12. AND A DOSE OF GOOD PRACTICE
- 13. 13 SOME IBE CLIENTS IN PRACTICE
- 14. 14 HOLLARD – BUILDING OUT BRAND VALUES AND BEHAVIOURS IN PRACTICE
- 15. 15 HOLLARD – BUILDING OUT BRAND VALUES AND BEHAVIOURS IN PRACTICE
- 16. 16 VALUES, CULTURE AND PURPOSE IN PRACTICE
- 17. 17 THE ROLE OF LEADERSHIP IN PRACTICE
- 19. 19SOME BEST PRACTICE • A mere 17 years old • Has acquired on average 1 company per week since 2010 • Google hired its first in-house chef, Charlie Ayers, in November 1999, when the company had just 40 employees (Built to a team of 150!) • Around 1,000 of Google's employees became millionaires when the company went public in 2004 • Google founders Larry Page and Sergey Brin own just 16% of the company • That 16% gives them a combined net worth of around $46bn • And then there is Alphabet And on culture… • Focus on the user and all else will follow • You can make money without doing evil • You can be serious without a suit • Great just isn’t good enough
- 20. 20SOME BEST PRACTICE Interbrand 2015
- 29. 29SOME BEST PRACTICE Long lasting companies have a vision - led, values – driven culture that gives guidance to all employees Collins & Porras – Built to Last Cultural capital is the new frontier of competitive advantage Richard Barrett Brand alignment is the glue that can bind a business and deliver the platform for sustainable competitive advantage The Real McCoy
- 30. :) THANK YOU FOR YOUR TIME www.hklmgroup.com www.livinglab.co.za [email protected] @therealmccoyTRM