Marketing and Branding Strategy and It Company Ppt

Document Sample
Marketing and Branding Strategy and It Company Ppt Powered By Docstoc
					CLEAR 2008 Annual Conference                                                 September 25-27, 2008
Anchorage, Alaska



                        CLEAR 2008 Annual Conference



                              “Positioning Your Organization for Success -
                              Developing a Branding Strategy:
                               Where Does Marketing Fit In?”


                             Karen Gerwitz, Colorado Department
                                   of Regulatory Agencies

                              Chris Ferguson, Ontario Ministry of
                             Small Business & Consumer Services

                                Anchorage, Alaska




                               Overview
       • Answer the title question, “Where does
         marketing fit in to developing a brand strategy?”
       • Share experiences of branding in public sector
       • Understand the process for developing a
         sustainable brand
       • Present best practices
       • Gain insights about developing verbal and visual
         identities
       • Align internal culture to external reputation
                               CLEAR 2008 Annual Conference
                                    Anchorage, Alaska




                                  Brand
       “ Whatexactly is a brand? Hint: It’s not a
          company’s logo or advertising.”
                Marty Neumeier, Zag

       Brand - Name of your organization and the associations
               that people have with it

       What your brand can do:
       • Brings to life your vision, mission, values and goals
       • Builds, enhances or re-builds your organization’s identity
       • Provides emotional, functional, verbal and visual alignment
       • A framed canvas – a boundary to inspire and provide focus and
         clarity
       • Primary function of a brand = brings clarity in making decisions
                               CLEAR 2008 Annual Conference
                                    Anchorage, Alaska
CLEAR 2008 Annual Conference                                               September 25-27, 2008
Anchorage, Alaska



      The Language of Branding

                 •   Many think branding is marketing
                 •   Many think marketing is advertising
                 •   Many think branding is advertising
                 •   Terms like culture, essence,
                     identity, image, positioning,
                     reputation and tradition often
                     resonate during the brand building
                     process
                                   CLEAR 2008 Annual Conference
                                        Anchorage, Alaska




      Contemporary Approaches to
      Brand Building- 6 Cs vs. 4 Ps
       •       Connection
                                                             • Product
       •       Conversation
                                          vs.                • Place
       •       Core values
       •       Collaboration                                 • Price
       •       Community                                     • Promotion
       •       Culture




                                   CLEAR 2008 Annual Conference
                                        Anchorage, Alaska




      Brand Development Process
           •    Establish a dialogue
           •    Conduct research
           •    Develop a brand positioning platform
           •    Embed the brand strategy throughout your
                internal culture
           •    Execute the brand strategy across all touch
                points
           •    Align internal culture with external reputation,
                as well as verbal and visual identities
           •    Live the brand strategy through operations
           •    Measure the effectiveness of the brand
                strategy
           •    Manage the brand

                                   CLEAR 2008 Annual Conference
                                        Anchorage, Alaska
CLEAR 2008 Annual Conference                            September 25-27, 2008
Anchorage, Alaska




                            Case Study

                     Colorado
                   Department of
                Regulatory Agencies

                            (DORA)
                      CLEAR 2008 Annual Conference
                           Anchorage, Alaska




         DORA’s Vision/Mission

        Vision Statement
        Colorado’s economy will thrive through a
        regulatory framework that protects Colorado’s
        consumers, while fostering fair and rigorous
        standards for professionals and businesses.

        Mission Statement
        Consumer protection is our mission.

                      CLEAR 2008 Annual Conference
                           Anchorage, Alaska




               DORA’s Values
         align brand, mission and strategic planning
         results-based government
         gather employee feedback
         become the “go to place” for consumer
         protection
         911 Mentality – What is the nature of your
         emergency?
         educate consumers of their rights and
         professionals of their responsibilities
         a culture of collaboration
         a common language and identity
                      CLEAR 2008 Annual Conference
                           Anchorage, Alaska
CLEAR 2008 Annual Conference                                 September 25-27, 2008
Anchorage, Alaska



                        DEFINING THE BRAND


         Communications Audit
        • Determine how DORA currently positions
          itself, and how closely aligned audience
          opinions are with its mission and strategic plan
        • Research methodology included one-on-one
          interviews, focus groups, idea generating
          session and testing with representative
          samples of DORA constituents
        • Analyze DORA touch points

        Remember, simplicity is fundamental to
         successful adoption of a brand idea!

                       CLEAR 2008 Annual Conference
                            Anchorage, Alaska




         DORA’s Visual Identity
            Summer 2007




                       CLEAR 2008 Annual Conference
                            Anchorage, Alaska




         DORA’s Visual Identity
            Summer 2007




                       CLEAR 2008 Annual Conference
                            Anchorage, Alaska
CLEAR 2008 Annual Conference                                                                         September 25-27, 2008
Anchorage, Alaska




                   A New Identity for DORA


               “The brand is not something that can
               necessarily be crafted, rather it is something
               that has to be discovered.”
                                        Nicholas Ind, Living the Brand




                                   CLEAR 2008 Annual Conference
                                        Anchorage, Alaska




                                       DEFINING THE BRAND


                   Brand Positioning Platform
       Platform         Consumer Protection


                        DORA is dedicated to preserving the integrity of the marketplace and is
       Promise          committed to promoting a fair and competitive business environment in
                        Colorado. Consumer protection is our mission.



      Reasons to       Accessible           Qualified               Fair                Collective
       Believe                                                                          Resource
                       Government           Professionals           Standards




      Proof Points      Examples at the department, division and individual levels




                                   CLEAR 2008 Annual Conference
                                        Anchorage, Alaska




                                    DEFINING THE BRAND


                       Verbal Identity

           Elevator Speech

               DORA is dedicated to preserving the integrity of the
               marketplace and is committed to promoting a fair and
               competitive business environment in Colorado.
               Consumer protection is our mission.



                                   CLEAR 2008 Annual Conference
                                        Anchorage, Alaska
CLEAR 2008 Annual Conference                          September 25-27, 2008
Anchorage, Alaska



                        DEFINING THE BRAND


                  Visual Identity




                       CLEAR 2008 Annual Conference
                            Anchorage, Alaska




                        DEFINING THE BRAND


                  Visual Identity




                       CLEAR 2008 Annual Conference
                            Anchorage, Alaska




                    BRINGING THE BRAND TO LIFE


            Implementation of Brand
        •   Employee meetings
        •   Communications Council
        •   DORA calendar
        •   Official launch
        •   Intranet
        •   Brochures, Reports
        •   Website overhaul
        •   Employee orientation
        •   Performance Plan changes
        •   Outreach

                       CLEAR 2008 Annual Conference
                            Anchorage, Alaska
CLEAR 2008 Annual Conference                                                     September 25-27, 2008
Anchorage, Alaska



                             BRINGING THE BRAND TO LIFE


                     Brand Champions
      Who are brand champions?
      • Those enthusiastic about the brand, mission and direction
      • Those who consistently demonstrate “on-brand” behavior from all levels
      • Your everyday heroes
      • Senior staff that incorporate the brand/mission language into a speech
      • Those with credibility who initiate good ideas and involve others
      • Members of the Communications Council, who help implement the brand
      • A receptionist who changes the way he answers the phone
      • An HR Director who changes the template of a job description or
        interview questions
      • A client or customer, who helps promote the brand or mission

      Diversity is key! No tokens ... no professional advocates
      Track record of excellence – real lives
                                CLEAR 2008 Annual Conference
                                     Anchorage, Alaska




                                      Case Study

                        Ontario Ministry
                               of
              Small Business & Consumer Services




                                CLEAR 2008 Annual Conference
                                     Anchorage, Alaska




                 Consumer Protection in
                       Ontario
         • Ontario’s Consumer Protection Branch
             – telephone advice, smart referrals
             – complaint mediation
             – investigations
             – prosecutions
             – licensing: collection agencies, payday lenders, credit
               bureau, cemeteries
             – Ontario Film Review Board



                                CLEAR 2008 Annual Conference
                                     Anchorage, Alaska
CLEAR 2008 Annual Conference                          September 25-27, 2008
Anchorage, Alaska




                 Mission/Vision
       • To promote a fair, safe and informed
         marketplace within a competitive economy

       • To earn recognition as the go-to source of
         advice, information and help for Ontario
         consumers



                       CLEAR 2008 Annual Conference
                            Anchorage, Alaska




                  Brand Values
        respect & fairness for everyone
        honesty, integrity and respect for law
        ethical & responsible behavior
        continuous learning & improvement
        efficiency & controllership
        team work, team play, team spirit
        innovation and creativity


                       CLEAR 2008 Annual Conference
                            Anchorage, Alaska




                    CREATING THE BRAND CULTURE


                Recognize Need
       • Branding Drivers
         – name change ... we got lost!!
         – plummeting call volumes
         – media criticism
         – consumer group pressure
         – staff demand ... EE surveys, town halls




                       CLEAR 2008 Annual Conference
                            Anchorage, Alaska
CLEAR 2008 Annual Conference                               September 25-27, 2008
Anchorage, Alaska



                     CREATING THE BRAND CULTURE

         You Are What You Do...
       • how you serve others shapes you
       • success sells the brand
         – to your staff ... internal development
         – to your masters ... support/endorsement
         – to your customers ... recognition
       • sell your staff on opportunity and growth
         – public speaking ... media PSA interviews
         – media writing ... event planning ... outreach
                           CLEAR 2008 Annual Conference
                                Anchorage, Alaska




                       CREATING THE BRAND CULTURE


                         ... So Do It
       • identify early/easy wins ...

       • make like Nike, just (you know the rest) ...

       • sell your staff on their own success ...

       • and work up to bigger challenges

                           CLEAR 2008 Annual Conference
                                Anchorage, Alaska




                       CREATING THE BRAND CULTURE


                                  R&R
       • Recognize & Reward those who live the
         brand ...
         –   Consumer Watchdog ... Consumer Ambassador
         –   Amethyst Inukshuk
         –   Tim’s Teamsters – Instant Recognition
         –   Wall of Fame ... Kudos Korner
         –   Spot Awards – Lapel Pins
         –   external awards:
              • ACE ... NACAA
              • IPAC
              • Buffalo wings

                           CLEAR 2008 Annual Conference
                                Anchorage, Alaska
CLEAR 2008 Annual Conference                                                      September 25-27, 2008
Anchorage, Alaska



                            CREATING THE BRAND CULTURE


                                       R&R
       • really Recognize and Reward those who live the brand
         ...
          – performance contracts
          – specific measures, results
          – balanced scorecard ... dashboard
          – developmental opportunities
          – flexible work arrangements
          – more than one way to live the brand

           As with a painting, there can be many perceptions of the same brand.


                                CLEAR 2008 Annual Conference
                                     Anchorage, Alaska




                            CREATING THE BRAND CULTURE

                            Rainmaking
       • money talks♥: finding funds supports
         brand culture!
           –   confirm YOUR commitment budget allocation
           –   validate brand with external partnerships
           –   co-brand to add “street cred,” reach and value
           –   shift costs away from taxpayers

           ♥   but in-kind contributions build relationships ...


                                CLEAR 2008 Annual Conference
                                     Anchorage, Alaska




                            CREATING THE BRAND CULTURE


                Consumer Outreach
      Consumer Outreach Fund – Established by HB 08-1216
      • Funded by surcharge up to 15% on fines, < $200,000
      • Professional Outreach to reduce future fines
      • Consumer Outreach to educate consumers of their rights
      • Potential Consumer Topics – (mortgage fraud, read the fine
        print, increasing utility bills, identity theft, etc.); Engage staff
      • Take home message – DORA is your consumer protection
        department, call to action
      • Social media, road shows, ad campaign, partnerships
      • External campaigns need to be marketed internally!
                                CLEAR 2008 Annual Conference
                                     Anchorage, Alaska
CLEAR 2008 Annual Conference                                        September 25-27, 2008
Anchorage, Alaska



                         CREATING THE BRAND CULTURE


                       Build Bridges
       • Bridge Builders ...
          –   friendly, engaging, outgoing ...
          –   collaborative ... look to connect/partner readily
          –   focus on long-term, durable relationships (bridges)
          –   love attention ... the media

       • Bridge Building Capacity ...
          –   hire extroverts!
          –   talk to staff about THEIR connections
          –   build social confidence gradually
          –   train, train, train
                            CLEAR 2008 Annual Conference
                                 Anchorage, Alaska




                          LIVING THE BRAND CULTURE


                       Build Bridges
       • build on staff’s natural, personal, cultural
         connections ...
          – church, temple, etc.
          – community groups/associations, clubs
          – “ethnic media”




                            CLEAR 2008 Annual Conference
                                 Anchorage, Alaska




                          LIVING THE BRAND CULTURE


                       Build Bridges
       • “collaborative culture” ... learn to find/forge
         communities of common purpose ...
          – community legal clinics
          – constituency office connections
          – schools ... colleges
          – business associations
          – consumer advocacy groups


                            CLEAR 2008 Annual Conference
                                 Anchorage, Alaska
CLEAR 2008 Annual Conference                                       September 25-27, 2008
Anchorage, Alaska



                       LIVING THE BRAND CULTURE


                             Media
       • good media builds the brand
         – earned coverage ...
         – staff morale can soar ... bragging rights
         – avoid earned media pitfalls
       • make media friends
         – Caribbean Media Day ... Chinese Calendar Launch
         – local media ... matte article service
         – consumer crusader summit

       A brand needs to keep giving people new reasons
         to choose it!
                         CLEAR 2008 Annual Conference
                              Anchorage, Alaska




         “Managing a brand is a lifetime of
                                     work.”
                                                  Howard Schultz
                                             Chairman, Starbucks




                         CLEAR 2008 Annual Conference
                              Anchorage, Alaska




                  Brand Resources
        • Ind, Nicholas. Living the Brand (2007)
        • Kelly, Lois. Beyond Buzz (2007)
        • Kerner, Noah and Gene Pressman. Chasing Cool
          (2007)
        • Michelli, Joseph. The Starbucks Experience (2007)
        • Neumeier, Marty. Zag (2007)
        • Sartain, Libby and Mark Schuman. Brand From the
          Inside (2006)
        • Sernovitz, Andy. Word of Mouth Marketing (2006)
        • http://www.brandchampionsblog.com/
        • www.brandchannel.com
        • www.marketingpower.com

                         CLEAR 2008 Annual Conference
                              Anchorage, Alaska
CLEAR 2008 Annual Conference                            September 25-27, 2008
Anchorage, Alaska




       Speaker Contact Information
       Karen A. Gerwitz
       Director of Communications
       Colorado Dept. of Regulatory Agencies
       karen.gerwitz@dora.state.co.us
          303-894-2338

       Christopher A. Ferguson
       Director, Consumer Protection Branch
       Ministry of Small Business & Consumer Services
       Ontario, CANADA
       chris.ferguson@ontario.ca
          416-325-8598
                         CLEAR 2008 Annual Conference
                              Anchorage, Alaska

				
DOCUMENT INFO
Description: Marketing and Branding Strategy and It Company Ppt document sample