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Branding & Compensation Strategy
Dannielle Blumenthal Ph.D.
@thinkbrandfirst
* All opinions my own.
Assumption:
Brands Produce Value Out Of "Nothing"
• Generics are often just as good.
• External marketing activities creat...
Reality:
The "Nothing" Is Real Employees
• Employees interact with customers.
• Employees innovate.
• Employees keep the s...
Market Logic:
Divest Of Employees (Automate)
• “Employees are overhead.”
• “Employees are replaceable.”
• “Employees need ...
Brand Logic: Invest In Employees
• The cost of labor is an investment in brand
equity.
• Employees drive goodwill, reputat...
Sounds Harsh, But It’s Simple
• Exploited employees desert and destroy
your brand: Compensate them sufficiently
that they ...
Compensation Options Are
Numerous
• Pay, bonus, cash award
• Secure employment contract
• Honors and awards
• Leadership o...
Minimize The Pay & Prestige Gap
• What message does it send when the
people who actually serve the customer
are paid minim...
It’s About Being Smart, Not “Nice”
• Exploited employees can cause the brand
great harm.
• They don’t engage at work, they...
Think Brand First
• The rest will follow.
• www.dannielleblumenthal.com
• @thinkbrandfirst
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Branding And Compensation Strategy by Dannielle Blumenthal

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Transcript of "Branding And Compensation Strategy by Dannielle Blumenthal"

  1. 1. Branding & Compensation Strategy Dannielle Blumenthal Ph.D. @thinkbrandfirst * All opinions my own.
  2. 2. Assumption: Brands Produce Value Out Of "Nothing" • Generics are often just as good. • External marketing activities create the illusion of a premium product. • The illusion is self-sustaining after the initial investment.
  3. 3. Reality: The "Nothing" Is Real Employees • Employees interact with customers. • Employees innovate. • Employees keep the system functional.
  4. 4. Market Logic: Divest Of Employees (Automate) • “Employees are overhead.” • “Employees are replaceable.” • “Employees need us more than we need them.” • “Pay them as little as possible and trust them even less.”
  5. 5. Brand Logic: Invest In Employees • The cost of labor is an investment in brand equity. • Employees drive goodwill, reputation, preference, irrational loyalty. • Align compensation with the level of contribution to the brand.
  6. 6. Sounds Harsh, But It’s Simple • Exploited employees desert and destroy your brand: Compensate them sufficiently that they stay and continue adding value. • Non-contributors kill the brand from the inside: Remove them from the organization.
  7. 7. Compensation Options Are Numerous • Pay, bonus, cash award • Secure employment contract • Honors and awards • Leadership opportunities, training, travel • Volunteerism • The sky’s the limit – be creative!
  8. 8. Minimize The Pay & Prestige Gap • What message does it send when the people who actually serve the customer are paid minimum wage? • Why are executives distant from the action paid so much more, and treated so lavishly? • Is there a business benefit here, or is the arrangement irrational?
  9. 9. It’s About Being Smart, Not “Nice” • Exploited employees can cause the brand great harm. • They don’t engage at work, they are undermining, they drag others down. • They badmouth the organization. • They join competitors. • Better: Compensate & retain good employees throughout the lifetime of the relationship, and afterward.
  10. 10. Think Brand First • The rest will follow. • www.dannielleblumenthal.com • @thinkbrandfirst
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