Growing a Brand. Growing a Team.

by Brand Autopsy Marketing Practice on Oct 28, 2006

69,092 views

It’s natural for a brand to grow. But brand growth isn’t an entitlement. Nor is it the result of launching new products and new marketing campaigns. Brand growth is the by-product of sync

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It’s natural for a brand to grow. But brand growth isn’t an entitlement. Nor is it the result of launching new products and new marketing campaigns. Brand growth is the by-product of syncing the purpose, the vision, and the passion of the business with the actions of its employees.

In this presentation, John Moore shares lessons he�s learned first-hand from helping grow the Whole Foods and Starbucks brands as well as growing the teams responsible for making growth happen within those businesses. You’ll learn how complacency, conservatism, and conceit will derail the growth of any brand and the growth of any team. And, you�ll leave with advice on how to instill a sense of purpose within project teams to thrive during times of change.

NOTE: This presentation was delivered at the In-HOWse Designer Conference held in Chicago on Monday, October 30.

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Growing a Brand. Growing a Team. — Presentation Transcript

Growing a Brand. Growing a Team. John Moore

All healthy things grow.

Healthy brands grow.

Healthy teams grow.

Lack of growth indicates “poor” health.

Unhealthy brands don’t grow.

Unhealthy teams don’t grow.

Healthy growing brands and teams are visionary, passionate, and purposeful.

Being visionary isn’t predicting the future. It’s being alert to opportunities.

Visionary

Visionary “ If you begin with ‘who,’ rather than ‘what,’ you can more easily adapt to a changing world.” source: Good to Great (Jim Collins, 2001)

Visionary “ It is better to hire people who can get you to where you want to be than people who profess to have been there before.” source: The Macintosh Way (Guy Kawasaki, 1988)

Passion attracts passion.

Passionate The passion that goes into a business can inspire the passions of those working for the business.

Passionate Businesses need passionate followers more than they need passionate leaders.

Passionate People quit people, not companies.

Being purposeful is about making meaning more than making money .

Purposeful Change the world.

Purposeful source: ZAG (Marty Neumeier, 2006) Our __________ is the ONLY __________ that __________ . (product category) (uniqueness) (brand name) Complete this sentence:

Purposeful If you went out of business tomorrow, would anyone miss you? source: Mavericks at Work (Bill Taylor & Polly LaBarre, 2006) Answer this question:

Purposeful Great companies get the right people on the bus. source: Good to Great (Jim Collins, 2001)

Purposeful The right person will hire the right people .

Purposeful Conscientious

Purposeful Conscientious Empathetic

Purposeful Conscientious Friendly Empathetic

Purposeful Conscientious Friendly Empathetic Ability

Purposeful Keep the Likeables.

Purposeful Keep the Likeables. Dump the Assholes.

Purposeful Assholes make themselves look good first, others second.

Purposeful Likeables make others look good first, themselves second.

Purposeful The ASSHOLE Ripple Effect versus The LIKEABLE Ripple Effect

Purposeful Assholes hire assholes. Likeables hire likeables. inspiration: The No Asshole Rule (Bob Sutton, 2007)

Purposeful No assholes. Only likeables. inspiration: The No Asshole Rule (Bob Sutton, 2007)

Healthy growing brands and teams avoid being complacent, conservative, and conceited.

Complacent brands and teams do not dare disrupt the “ good thing” going on.

same as it ever was

Complacency Repetition doesn’t make tradition.

Complacency Make the common uncommon.

Conservatism breeds decision-making based upon maintaining what you have and not growing what you could have .

Conservatism 60 30 10

Conservatism 60 30 10 Fix the Core

Conservatism 60 30 10 Fix the Core Expand the Core

Conservatism 60 30 10 Fix the Core Expand the Core Explore Beyond the Core

Conceit causes brands/teams to make company-centric decisions and not customer-focused decisions.

Conceit Listen to feedback from anyone and from everywhere.

Conceit Respond appropriately.

STOP asking … What will make our brand/team grow?

START asking … What is keeping our brand/team from growing?

Healthy brands & teams do not need gimmicks to grow. They grow naturally.

Mark Sterling Enjoyed the presentation, really well created! MarkSterling 5 days ago

Are you sure you want to Yes No

Binoy Bhaskar , Product manager at Cipla Nice ppt 1 month ago

manuel montes , hard worker VERY GOOD 3 months ago

askforjack This is the first presentation I actually felt compelled to comment.
It's just awesome ! Delivers ideas that I actually knew all along, just didn't know how to pinpoint. Keep it up ! 5 months ago

Bogosi Matsheka at Jaguar Land Rover Very insightful... 10 months ago

3M UK at 3M UK I love these slides! Did you know we’re running a competition on SlideShare to win a 3M PocketProjector MP180? To enter, simply tag your presentation with ‘3MInform’. Head over to our page for more details... and don’t forget to follow us to find out if you get shortlisted! 1 year ago

Sandeep Arora , Building Business Builders at Modicare Ltd. A masterpiece. I would like to say thanks for a nice presentation. God Bless !!!! 1 year ago

John Granule , Web Developer at Home Impressive presentation of ’Growing a Brand. Growing a Team’. You’ve shown your credibility on presentation with this slideshow. This one deserves thumbs up. I’m John, owner of www.freeringtones.ws/ . Hope to see more quality slides from you.

Best wishes. 1 year ago

Anisa Sliney Mark , Self Employed at Uni thanq its very nice as well as useful to me in thinking about advancement comes together with think of in which.... really nice work.... tanq for this..... 1 year ago

knouvelle Great Slide show...valuable information. !
Thanks for the work!
:D 1 year ago

Growing a Brand. Growing a Team.

by Brand Autopsy Marketing Practice on Oct 28, 2006

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Growing a Brand. Growing a Team. — Presentation Transcript