Implementing Bright Science. Brighter Living.™   Approach, Challenges and Learnings Transform 2011, UK Jos van Haastrecht
<ul><li>Who we are </li></ul><ul><li>Where we came from </li></ul><ul><li>Our new brand – holistic approach </li></ul><ul>...
Mission <ul><li>Our purpose is to create brighter lives for </li></ul><ul><li>people today and generations to come. </li><...
Key activity areas <ul><li>Health </li></ul><ul><li>Advanced, cost-effective health and medical  </li></ul><ul><li>innovat...
People, Planet, Profit Page  Sustainability is DSM’s core value. DSM is driving economic prosperity, environmental progres...
<ul><li>Who we are </li></ul><ul><li>Where we came from </li></ul><ul><li>Our new brand – holistic approach </li></ul><ul>...
Corporate Communications – One DSM Brand Identity – Jos van Haastrecht/Jan Sijstermans Page
<ul><li>Who we are </li></ul><ul><li>Where we came from </li></ul><ul><li>Our new brand – holistic approach </li></ul><ul>...
Bright Science. Brighter Living.™   <ul><li>Bright Science. Brighter Living.™ symbolizes: </li></ul><ul><li>the transforma...
Page  Page  People, culture & behaviors Marketing & Communications Products and services Environments & channels
The building blocks overview -  Summary Page
<ul><li>Who we are </li></ul><ul><li>Where we came from </li></ul><ul><li>Our new brand – holistic approach </li></ul><ul>...
Page  Brand touch points Brand development   Brand  implementation   Phasing Development and Implementation
Page  2008-2009 2009-2011 2011 - 2012 … .and beyond assessment  strategy  creation  implementation  management Brand devel...
Page  Implementation (2011 – 2012) (Multiple implementation partners – both creative and implementation) Activation Progra...
Key learnings and challenges <ul><li>Choose the right partners for every specialism </li></ul><ul><li>Involve implementati...
Our key learnings and challenges <ul><li>Choose the right partners for every specialism </li></ul><ul><li>Involve implemen...
Project:  Period:  Reporting date:  Page  Critical Issues - Actions to be taken <ul><li>Present/future key activities   </...
Risk Analysis: essential Page
Key learnings and challenges <ul><li>Choose the right partners for every specialism </li></ul><ul><li>Involve implementati...
<ul><li>Cannes Corporate Media & TV Awards   </li></ul>Page  Define success, share and celebrate!
 
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Transform: Implementation, Jos van Haastrecht

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Strategy, tick. Values, tick. Visual identity, tick.

For some companies, that's when they start working out how they'll achieve it. Yet the implementation will most likely take the bulk of budget. Three companies who tackled implementation from the outset discuss their experiences.

Jos van Haastrecht, DSM, director company branding

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  • As DSM’s transformation into a Life Sciences and Materials Sciences company active in health, nutrition and materials is complete, a new corporate brand is a logical step. The new DSM brand demonstrates very clearly – to customers, suppliers, shareholders, the communities in which the company works as well as to DSM employees – that DSM has turned a page. The new brand is a symbol of the company&apos;s transition to ‘the new DSM’: a Life Sciences and Materials Sciences company addressing key global societal trends. The new brand is a reflection of the overall positioning – internal and external – of the company. It stands for the newly created DSM (the Life Sciences and Materials Sciences company) and the DSM culture (adapting to the new portfolio). In addition, it represents DSM’s values and the One DSM philosophy and fits in with the mission to create brighter lives for people today and generations to come. Bright Science refers to the unique way in which we combine Life Sciences and Materials Sciences disciplines. In partnership with customers and other stakeholders with whom we share ideas, insights and inspiration, we create innovative and sustainable solutions that address the key challenges facing society today. Brighter Living refers to our commitment to creating products and solutions that make a positive difference to people’s lives. We are constantly seeking new ways to improve quality of life and we seek to make a positive contribution to the lives of people, today and for generations to come.
  • Phasing and Development: Brand implementation: Exploration Definition Specification Design Transition Maintenance + Management
  • As DSM’s transformation into a Life Sciences and Materials Sciences company active in health, nutrition and materials is complete, a new corporate brand is a logical step. The new DSM brand demonstrates very clearly – to customers, suppliers, shareholders, the communities in which the company works as well as to DSM employees – that DSM has turned a page. The new brand is a symbol of the company&apos;s transition to ‘the new DSM’: a Life Sciences and Materials Sciences company addressing key global societal trends. The new brand is a reflection of the overall positioning – internal and external – of the company. It stands for the newly created DSM (the Life Sciences and Materials Sciences company) and the DSM culture (adapting to the new portfolio). In addition, it represents DSM’s values and the One DSM philosophy and fits in with the mission to create brighter lives for people today and generations to come. Bright Science refers to the unique way in which we combine Life Sciences and Materials Sciences disciplines. In partnership with customers and other stakeholders with whom we share ideas, insights and inspiration, we create innovative and sustainable solutions that address the key challenges facing society today. Brighter Living refers to our commitment to creating products and solutions that make a positive difference to people’s lives. We are constantly seeking new ways to improve quality of life and we seek to make a positive contribution to the lives of people, today and for generations to come.
  • As DSM’s transformation into a Life Sciences and Materials Sciences company active in health, nutrition and materials is complete, a new corporate brand is a logical step. The new DSM brand demonstrates very clearly – to customers, suppliers, shareholders, the communities in which the company works as well as to DSM employees – that DSM has turned a page. The new brand is a symbol of the company&apos;s transition to ‘the new DSM’: a Life Sciences and Materials Sciences company addressing key global societal trends. The new brand is a reflection of the overall positioning – internal and external – of the company. It stands for the newly created DSM (the Life Sciences and Materials Sciences company) and the DSM culture (adapting to the new portfolio). In addition, it represents DSM’s values and the One DSM philosophy and fits in with the mission to create brighter lives for people today and generations to come. Bright Science refers to the unique way in which we combine Life Sciences and Materials Sciences disciplines. In partnership with customers and other stakeholders with whom we share ideas, insights and inspiration, we create innovative and sustainable solutions that address the key challenges facing society today. Brighter Living refers to our commitment to creating products and solutions that make a positive difference to people’s lives. We are constantly seeking new ways to improve quality of life and we seek to make a positive contribution to the lives of people, today and for generations to come.
  • Our advanced ingredients make an important contribution to the world’s favorite food brands – in dairy, baking, fruit juice, beer, wine and savory products. We achieve this through market and application knowledge, technologies and long-standing experience; all of which contributes to solutions that provide superior value to our customers. As consumers become more demanding, manufacturers need to react with products that deliver on multiple levels. For example most of us want healthier food from sustainable sources, but without sacrificing convenience and great taste. The truth is, even when we believe we’re eating for health, we may not be… In fact, 99% of foods don’t contain sufficient nutrients. It’s here where our nutritional ingredients play a vital role. DSM - WFP partnership DSM aims to provide solutions to global health needs. Nutrition security and access to nutrition are becoming increasingly important, and there is also a growing demand for safer and healthier foods. As the largest producer of vitamins worldwide, DSM is very much involved in promoting health across the world. That’s why DSM became a partner to the United Nations’ World Food Programme (WFP) to fight hunger and malnutrition worldwide. In addition, DSM has its own non-profit humanitarian initiative, Sight and Life , which focuses on the global fight against micronutrient deficiencies.
  • As DSM’s transformation into a Life Sciences and Materials Sciences company active in health, nutrition and materials is complete, a new corporate brand is a logical step. The new DSM brand demonstrates very clearly – to customers, suppliers, shareholders, the communities in which the company works as well as to DSM employees – that DSM has turned a page. The new brand is a symbol of the company&apos;s transition to ‘the new DSM’: a Life Sciences and Materials Sciences company addressing key global societal trends. The new brand is a reflection of the overall positioning – internal and external – of the company. It stands for the newly created DSM (the Life Sciences and Materials Sciences company) and the DSM culture (adapting to the new portfolio). In addition, it represents DSM’s values and the One DSM philosophy and fits in with the mission to create brighter lives for people today and generations to come. Bright Science refers to the unique way in which we combine Life Sciences and Materials Sciences disciplines. In partnership with customers and other stakeholders with whom we share ideas, insights and inspiration, we create innovative and sustainable solutions that address the key challenges facing society today. Brighter Living refers to our commitment to creating products and solutions that make a positive difference to people’s lives. We are constantly seeking new ways to improve quality of life and we seek to make a positive contribution to the lives of people, today and for generations to come.
  • Our advanced ingredients make an important contribution to the world’s favorite food brands – in dairy, baking, fruit juice, beer, wine and savory products. We achieve this through market and application knowledge, technologies and long-standing experience; all of which contributes to solutions that provide superior value to our customers. As consumers become more demanding, manufacturers need to react with products that deliver on multiple levels. For example most of us want healthier food from sustainable sources, but without sacrificing convenience and great taste. The truth is, even when we believe we’re eating for health, we may not be… In fact, 99% of foods don’t contain sufficient nutrients. It’s here where our nutritional ingredients play a vital role. DSM - WFP partnership DSM aims to provide solutions to global health needs. Nutrition security and access to nutrition are becoming increasingly important, and there is also a growing demand for safer and healthier foods. As the largest producer of vitamins worldwide, DSM is very much involved in promoting health across the world. That’s why DSM became a partner to the United Nations’ World Food Programme (WFP) to fight hunger and malnutrition worldwide. In addition, DSM has its own non-profit humanitarian initiative, Sight and Life , which focuses on the global fight against micronutrient deficiencies.
  • Transform: Implementation, Jos van Haastrecht

    1. 1. Implementing Bright Science. Brighter Living.™ Approach, Challenges and Learnings Transform 2011, UK Jos van Haastrecht
    2. 2. <ul><li>Who we are </li></ul><ul><li>Where we came from </li></ul><ul><li>Our new brand – holistic approach </li></ul><ul><li>Activating our brand – approach, challenges and learnings </li></ul>Agenda
    3. 3. Mission <ul><li>Our purpose is to create brighter lives for </li></ul><ul><li>people today and generations to come. </li></ul>Page We connect our unique competences in Life Sciences and Materials Sciences to create solutions that nourish, protect and improve performance.
    4. 4. Key activity areas <ul><li>Health </li></ul><ul><li>Advanced, cost-effective health and medical </li></ul><ul><li>innovations, and healthier food and beverages, to </li></ul><ul><li>meet the needs of a growing and ageing global </li></ul><ul><li>population </li></ul>Page Nutrition World’s leading producer of vitamins and nutritional ingredients meeting the growing need for more nutritious and more sustainable food and animal feed Materials Enabling lighter, stronger, more advanced and more sustainable performance materials
    5. 5. People, Planet, Profit Page Sustainability is DSM’s core value. DSM is driving economic prosperity, environmental progress and social advances to create sustainable value for all stakeholders.
    6. 6. <ul><li>Who we are </li></ul><ul><li>Where we came from </li></ul><ul><li>Our new brand – holistic approach </li></ul><ul><li>Activating our brand – approach, challenges and learnings </li></ul>Agenda
    7. 7. Corporate Communications – One DSM Brand Identity – Jos van Haastrecht/Jan Sijstermans Page
    8. 8. <ul><li>Who we are </li></ul><ul><li>Where we came from </li></ul><ul><li>Our new brand – holistic approach </li></ul><ul><li>Activating our brand – approach, challenges and learnings </li></ul>Agenda
    9. 9. Bright Science. Brighter Living.™ <ul><li>Bright Science. Brighter Living.™ symbolizes: </li></ul><ul><li>the transformation of our portfolio; </li></ul><ul><li>a new era of growth: the Life Sciences and Materials Sciences company; </li></ul><ul><li>the DSM culture; </li></ul><ul><li>the DSM core value of Sustainability: our People, Planet, Profit approach; </li></ul><ul><li>DSM’s commitment to creating innovative solutions that make a positive difference to people’s lives - in partnership with customers and other stakeholders. </li></ul>Page
    10. 10. Page Page People, culture & behaviors Marketing & Communications Products and services Environments & channels
    11. 11. The building blocks overview - Summary Page
    12. 12. <ul><li>Who we are </li></ul><ul><li>Where we came from </li></ul><ul><li>Our new brand – holistic approach </li></ul><ul><li>Activating our brand – approach, challenges and learnings </li></ul>Agenda
    13. 13. Page Brand touch points Brand development Brand implementation Phasing Development and Implementation
    14. 14. Page 2008-2009 2009-2011 2011 - 2012 … .and beyond assessment strategy creation implementation management Brand development: Phasing and time line
    15. 15. Page Implementation (2011 – 2012) (Multiple implementation partners – both creative and implementation) Activation Program Implementation: Where are we now? Key Projects 1. Brand Guidelines/Portal 2. On-line activation 3. IT & Correspondence systems 4. External & Marcoms/Ads 5. Internal Launch/ Brand Engagement/Int Coms/HR alignment 6. Signage 7. Product branding 8. Measurement Internal stakeholders Business Groups ICT HR Investor Relations Media Relations/PA Marketing MB
    16. 16.
    17. 17.
    18. 18. Key learnings and challenges <ul><li>Choose the right partners for every specialism </li></ul><ul><li>Involve implementation parties at an early stage in the process </li></ul>Page
    19. 19. Our key learnings and challenges <ul><li>Choose the right partners for every specialism </li></ul><ul><li>Involve implementation parties at an early stage in the process </li></ul><ul><li>Strong project management skills are essential – both at client and supplier side! </li></ul><ul><li>Risk assessment of projects crucial </li></ul><ul><li>Split content and process responsibility </li></ul>Page
    20. 20. Project: Period: Reporting date: Page Critical Issues - Actions to be taken <ul><li>Present/future key activities </li></ul> Last achievements Time Budget Phase budget ETC delta Deliverables of the project : Progress Cost Time Scope % Complete Latest achievements Present/future key activities Critical issues/actions To be taken Progress Reporting Milestones Planned Realized Deviation
    21. 21. Risk Analysis: essential Page
    22. 22. Key learnings and challenges <ul><li>Choose the right partners for every specialism </li></ul><ul><li>Involve implementation parties at an early stage in the process </li></ul><ul><li>Strong project management skills are essential – both at client and supplier side ! </li></ul><ul><li>Risk analysis of projects crucial </li></ul><ul><li>Split content and process responsibility </li></ul><ul><li>Continuous alignment with key internal stakeholders </li></ul><ul><li>Define success, measure, share and celebrate! </li></ul>Page
    23. 23. <ul><li>Cannes Corporate Media & TV Awards </li></ul>Page Define success, share and celebrate!

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