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Brand Transformation - from the inside, out

Brand Transformation - from the inside, out

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Simon Carter Simon Carter Presentation Transcript

  • FUJITSU EYES ONLY © Copyright 2010 Fujitsu Services Limited Brand Transformation – from the inside, out Simon Carter Marketing Director, Fujitsu UK & Ireland
  • My right to be here… Virgin Energy 2000-2002 London Electricity 1995-2000 NatWest 1988-1995 EDF Energy 2002-2003 Thomas Cook 2006-2008 Post Office Ltd 2003-2006 Fujitsu 2009 to date
  • "I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel." Maya Angelou Why communication matters
  • Knowledge and consistency builds trust
  • Make it more important than life or death 4 FUJITSU EYES ONLY "In my time at Anfield we always said we had the best two teams on Merseyside – Liverpool and Liverpool reserves."
  • FUJITSU EYES ONLY © Copyright 2010 Fujitsu Services Limited Case Study One
  • UK energy brands c.1996
  • UK energy brands as was…
  • UK energy brands as was… Stable Reliable BritishEfficient Local Big
  • A faceless entity Dull Unapproachable Inflexible Officious They are just a bill Expensive UK energy brands as was…
  • The PET values I want a company who offers a COMPETITIVE PRICE I want a company who is EASY TO DEAL WITH I want a company who I can TRUST
  • A strong identity…
  • Very different…
  • …to the past
  • …and the competition
  • Consistent…
  • … across all mediums... with engagement
  • Did it work? In 1996, only 30% could name LE as their supplier ... by 2000, the figure was 97% LE feared 25% of customers would leave in first 12 months … less than 10% did 300,000 took gas as well
  • FUJITSU EYES ONLY © Copyright 2010 Fujitsu Services Limited Case Study Two
  • Thomas Cook c.2007/8  The original travel company – 1841  Merged with MyTravel in 2007  …to make a FTSE 100 company, with a Market Cap of £3bn+  19m customers, sales of £8bn  A fleet of 100 aircraft, with 34,000 employees in most countries in the world 19 FUJITSU EYES ONLY
  • “To become the most recommended UK brand (in our chosen markets) by 2010” Vision (2007)
  • The Thomas Cook family
  • Many things make up brand perception
  • The Thomas Cook Values 23 FUJITSU EYES ONLY …ionering our future …esults orientated …bsessed with customer service …nited as one team …making robust decisions
  • Results – perceptions of Thomas Cook 30 32 32 42 45 47 51 54 57 59 Goes the extra mile to provide the right holiday Understands me and my holiday needs Is forward thinking Is a company that cares about its customers Caters for every possible foreign holiday need Is passionate about travel A brand I can trust Is an authority about travel Are the travel experts Is a leading travel/leisure company Advantage over Nearest Competitor +6% +15% +17% +5% +10% +13% +4% -1% -1% +5%
  • FUJITSU EYES ONLY © Copyright 2010 Fujitsu Services Limited Case Study Three
  • Fujitsu  One of the “Big 3” global IT companies  Established 1935  Serving UK Government for 40 years  173,000 employees in 70 countries  Global turnover $55bn  R&D spend of £3bn annually  FTSE-equivalent company in the UK 26 FUJITSU EYES ONLY
  • Touching the lives of 99% of the population 27 FUJITSU EYES ONLY From cradle to grave
  • FUJITSU RESTRICTED - UK & IRELAND ONLY The IT sector in 2013
  • 1 2 3 4 5 6 7 8 9 10 Knowledge Inclination Trust Effectiveness of Communication Fujitsu Banking Pharma Retail Context
  • Bringing the brand to life  ‘Proud to be Fujitsu’ became the internal storyline to demonstrate the vital contribution we make to the local economy  Supported by investment in our offices to create a more engaging brand experience  Increasing brand presence in event space and meeting rooms  Red branded walls in key meeting rooms  Plasma wall in Atrium to show latest video material and communicate key messages  Key stats stenciled onto walls in meeting rooms  Creating a new Innovation Centre demonstrating what we do  Pin badges for all employees  Webcasts and “Ideasfest” social media  Monthly Exec Roadshows at 22 offices
  • Getting the country ready for the day...
  • Getting the country ready for the day...
  • Getting the country ready for the day...
  • Getting the country ready for the day...
  • The result  Employee surveys:  Engagement (proud to work for Fujitsu) 64% (+13%)  Enablement (using our skills and abilities) 55% (+ 3%)  Strategic Direction 62% (+17%)  Trust/confidence in CEO & top team 64% (+29%)  Engagement  “Ideasfest” social networking – 2,352 ideas shared over first 4 days  “Shaping Our Tomorrow: Our Stories” – over 2,500 contributions  CEO (and Exec) blogs – several times a day  New business  9 successive quarters of profit growth  £1.6bn of new business in last 12 months 35 FUJITSU EYES ONLY
  • FUJITSU EYES ONLY © Copyright 2010 Fujitsu Services Limited Conclusions
  • Richard Branson
  • FUJITSU RESTRICTED - UK & IRELAND ONLY Proud to be Fujitsu  Be confident  Be consistent  Tell the story
  • In summary Marketeers are as obsessed with values as HR people  they influence how a brand is perceived  they unite how staff perform in front of customers  they can mobilise a business  they fundamentally drive the bottom line 39 FUJITSU EYES ONLY
  • The Spirit of Thomas Cook 40 FUJITSU EYES ONLY
  • 41 COMMERCIAL IN CONFIDENCE