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5 Transformations For Today’sCorporate Brands& The Leadership BehaviorsThat Accompany ThemDannielle Blumenthal, Ph.D. @thinkbrandfirstAll opinions my own
Beginning Assumptions• Your brand is the unique set of organizingprinciples around which the organization isbuilt.• This is different than traditional definitionswhich focus on the external image created bythe brand.• The activity of branding is the same, i.e. thefocus is on behavior, but the emphasis isinternal rather than external.• Success is measured by outcomes last andculture first.
Transformation #1 –& The Walls Came Tumbling Down• In the past the brand was dictated by aking or queen who ruled absolutely.• Today the brand is owned and stewardedcollectively.• Thinking work is the property of the hivemind.• The leader who stands apart, outside andabove the hive is irrelevant. One mustengage.
Transformation #2 –Networking & Knowledge Marry• In the past the focus was on generating moreknowledge to be capitalized upon, in isolationfrom engagement.• Today collaboration, knowledgemanagement, project management andsocial networking must go together.• The job of the leader is to remove allobstacles to continuous value production,and stovepiping these functions forms anunnecessary and wasteful barrier.
Transformation #3 –Simplicity Over Choice• In the past you competed by giving thecustomer an endless array of brand choices,drowning them in data.• Today you compete by giving the customer –whether employee or purchaser – a simplifiedmenu, packaged with digestible information.• The job of the leader is to make allinteractions as smooth and efficient aspossible, whether these involve working orpurchasing from the organization.
Transformation #4 –No Flash In The Pan• In the past you competed by shouting aboutyour wares from the largest microphone youcould buy, and chasing the customer till theybought something.• Today you compete by developing acompelling offering, and circulating itinformally through word of mouth and socialmedia.• The job of the leader is to establish andmaintain the credibility and reputation of thebrand, and defend it against attack.
Transformation #5 –Distributed Brand Ownership• In the past the brand was the “property” ofmarketing, PR, the ad agency, or some otherparty removed from value production.• Today the brand is the precious jewel thatevery individual must be empowered toshare, discuss, debate and brag about.• The job of the leader is to establish aframework within which employees can takethe brand and run with it, without destroyingits inherent meaning through lack ofunderstanding or ill-intentions.