How to build Corporate Culture?

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How to build Corporate Culture?

  1. 1. paperJam Business Club How to builda Corporate Culture? Roger Claessens, Prof. UBI 1
  2. 2. CORPORATE CULTURE =SHARED VALUES & GROUP BEHAVIOURNORMS 2
  3. 3. ME incorporated =MY VALUES & MY NORMS 3
  4. 4. We are amongst « EXPERTS »This workshop will be a platform to share our experience ….& get business 4
  5. 5. Could yourneighbour introduce YOU? 5
  6. 6. CORPORATE CULTURE = VISIBLE LEVEL (BRANDING) & SHARED VALUES6
  7. 7. Which is which? 7
  8. 8. The origin of the word « BRANDING »8
  9. 9. A BRAND But is the cowboy A PRO?9
  10. 10. WIND ?10
  11. 11. SUBSTANCE ! TRAVAIL DE FOND11
  12. 12. WHAT DOES A BRAND MEAN?12
  13. 13. A BRAND HAS AN IDENTITY13
  14. 14. A BRANDEQUALS APROMISEWhat is the PROMISE in this case?14
  15. 15. A BRAND SHOULD MATCH EXPECTATIONS15
  16. 16. A BRAND COULD MATCH DREAMS16
  17. 17. A BRAND SHOULD BE ETHICAL 17
  18. 18. A BRAND SHOULD BE AUTHENTIC Authenticity is vital as it increases your LEVERAGE18
  19. 19. A BRAND SHOULD BE RECOGNISEABLE19
  20. 20. 20 A BRAND IS NOT ONLY ADVERTISING
  21. 21. A BRAND IS RELATED TO A DEFINED MARKET MARKET ?21
  22. 22. A BRAND IS RELATED TO A DEFINED MARKET22
  23. 23. A BRAND EXPLOITSSYMBOLISM An image speaks aTHOUSAND WORDS! 23
  24. 24. A BRAND IS A STORY “ All great stories start with a white page ” Source: AUDI24
  25. 25. A BRAND IS A STORY What makes a great story?25
  26. 26. A BRAND IS A STORY What makes a great story? • Unexpected ending • Structure • Your hope is fulfilled • Meaning • Fills gaps • Participative • Connective • Empathy • Can be told over and over again26
  27. 27. A BRAND IS LINKED TO CORPORATE CULTUREWhat is YOUR corporate culture?How do you evaluate it? 27
  28. 28. A BRAND IS LINKED TO CULTURE Corporate culture Is a matter of: people, believes, motivation & attitude28
  29. 29. A BRAND IS LINKED TO CULTURE “The culture of a group can be defined as:• a pattern of shared basic assumptions learned by a group as it solved its problems of external adaptation and internal integration,• which has worked well enough to be considered valid therefore, to be taught to new members as the correct way to perceive, think, and feel in relation to those problems” (Source: Organisational culture and leadership, E.H.Schein) 29
  30. 30. CORPORATE CULTURE = VISIBLE LEVEL (BRANDING) & SHARED VALUES30
  31. 31. The power of values« Values are bestdemonstrated as opposed to talk about it! » Richard Hytner, Saachi & Saatchi31
  32. 32. What are YOUR values? 32
  33. 33. HOW do your values contribute to 33 YOUR reputation & business?
  34. 34. CULTURE & REPUTATION Two sides of the coin34
  35. 35. “It takes 20 years to build a reputation and five minutes to ruin it.If you think about that, youll do things differently.” (Warren Buffett) 35
  36. 36. What OBJECTIVES should have been reached to build a corporate culture?36
  37. 37. The objectives to be reached are:37 A culture of motivation
  38. 38. The objectives to be reached are: NIKE SHOES “NO GAMES, JUST SPORT”38 A culture of listening
  39. 39. The objectives to be reached are:For instance, this PC is theresult of a constant search forexcellence: • BETTER • FASTER • CHEAPER • SMALLER • SIMPLER 39 A culture of excellence
  40. 40. In the final analysis a variety of SKILLS will contribute asmuch as your formal academic training to your and the organisation’s SUCCESS 40
  41. 41. REMEMBER:The goal is to be seen as DIFFERENT (& BETTER) 41 than the others
  42. 42. Companies with a strong reputation have a DNA It differentiates from what the others do.42
  43. 43. Assessing Your AbilityNo matter what lifethrows at you in a day,always keep FOCUSEDon your goals.« Always ask yourselfquestions» 43
  44. 44. 44
  45. 45. Would YOUlove to be thefirst one thatcomes to mind? 45
  46. 46. 46
  47. 47. 47
  48. 48. • Internet • Forum - Blog – Website • Wiki – Static content – Dynamic content – 1 webmaster – Community – Yearly content update – Continuous update• E-mail • Social networks – One to one – Collaborative content – One to many – Many to many communication 48
  49. 49. 49
  50. 50. Twitter Blog Website Facebook LinkedIn50
  51. 51. “The rise of social media makes it more important than ever to get the branding fundamentals right” “You do not need to rewrite the marketing playbook but to exploit social media opportunities while keeping an UNWAVERING FOCUS on meeting the customers’ needs” HBR Dec, 201051
  52. 52. 52
  53. 53. Key words mentioned today Home work Promise Motivation Expectations Culture Dreams Perception Ethics Attitude Profile Reputation Market Communication Image Story Goals53
  54. 54. ACTION1. Fix a meeting with you in your agenda on a regular basis2. Act as if you are rowing with a large team even if you are only a few3. Have goals and performance evaluations even if you are a ME incorporated4. Have the PC- development approach: faster, better, simpler, cheaper!5. Give yourself a tap on the shoulder occasionally 54 54
  55. 55. www.europa.euwww.economist.comwww.connectwiththeeuropeans.euwww.wikipedea.comwww.marketingmagazine.co.ukwww.cim.co.ukwww.amazon.cowww.ec.europa.eu55
  56. 56. « Corporate reputations, branding and HR », G.Martin & S.Hetrick, BH,2006« Corporate communication »,J.Cornelissen, Sage, 2008« Growing brand loyalty », R. Evans, Lafferty, 1997« The black swan », N.Taleb, Pinguin 2007« Marketing management » Kotler, Dubois, Publi Union, 2000« eBrands », Phil Carpenter, Harvard School Press, 2001« Organisational culture and leadership », Edgar H, Schein, Jossey-Bass, 2010 56
  57. 57. contact@rogerclaessens.be57

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