Power of the Inner Crowd

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Harnessing the power of employee wisdom to build successful brands in Asia Pacific. Championing Asia-relevant product and services, FutureBrand has pioneered new branding practices including reinventing traditional Brand Strategy and Identity by incorporating customer co-creation, developing an Employer of Choice Branding program to help business win the war for talent and raising the bar on brand ROI with a sophisticated Brand Effectiveness program.

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  • Power of the Inner Crowd

    1. 1. The Power of theInner CrowdBuilding Asian brandsfrom the inside-outSarah ReiterChief Operating Officer APAC
    2. 2. How might weenvision,build and activatebrands formillions of Asianson the rise?2
    3. 3. 3Relevancy
    4. 4. 4Relevancy is key.And can berevealed by thethe power of theinner crowd
    5. 5. The Natureof ExceptionalBrands5
    6. 6. The Natureof ExceptionalBrands6They are revealed.Born from insight,ideas andopportunity.
    7. 7. The Natureof ExceptionalBrands7Hit the mark.Visionary.Inspire.Motivate.Mobilise.Leverage.Last.
    8. 8. The Natureof ExceptionalBrands8The disparatenature of Asianmarkets and thevolatile demographyof the region raisesimportant questionsas to how greatbrands are built.
    9. 9. 9Challenging the Status Quo:Shortfalls ofBranding Today
    10. 10. 10Challenging the Status Quo:Shortfalls ofBranding TodayBrandingtraditionallycreates staticpersonas thatbear littleresemblance withreality.
    11. 11. 11Challenging the Status Quo:Shortfalls ofBranding TodayIt assumes a top-down approachin which no truthis being told.
    12. 12. 12Challenging the Status Quo:Shortfalls ofBranding TodayTop-downbrandingexercises alsofall short ofachievingproactive internalsupport.
    13. 13. 13Challenging the Status Quo:Shortfalls ofBranding TodayAs a result, mostbrands do notgrow organically,detached fromthe organisation,with littlemomentum.
    14. 14. 14Challenges in Asia
    15. 15. 15In the Asiancontext, staffmembers areoften not valued.Challenges in Asia
    16. 16. 16Challenges in AsiaCompanies areexperiencinga fierce warfor talent.
    17. 17. 17Challenges in AsiaConglomerategrowth is largelyachieved byacquisition ofdiversified revenues,with brand seldomused to accelerateoperationalalignment.
    18. 18. 18Challenges in AsiaMarket diversitywithin the SEAcorridor makes itessential forcompanies to unifystaff around acommon purposeand culture.
    19. 19. 19Challenges in AsiaChanges to thebrand by anexternalconsultancy areoften viewedskepticallyor feared.
    20. 20. 20How do weaddress thesechallenges?
    21. 21. 21How do weaddress thesechallenges?We build internal consensus arounda big idea to get buy-in throughoutthe organization.
    22. 22. 22How do weaddress thesechallenges?We build internal consensus arounda big idea to get buy-in throughoutthe organization.We value the expertise of thefront-line staff that represents thebrand on a daily basis.
    23. 23. 23How do weaddress thesechallenges?We value the expertise of thefront-line staff that represents thebrand on a daily basis.We respect corporate practicesand employee input and internallyvalidate our ideas.We build internal consensus arounda big idea to get buy-in throughoutthe organization.
    24. 24. 24A NewApproach toBrandCreation
    25. 25. 25A NewApproach toBrandCreationGreat brands create experiencesaround products and services thatfoster customer engagement andcreate lasting positive impressionsthrough emotional and personalconnections with people.
    26. 26. 26Future brand creation needs toassume a holistic perspective onbuilding brands based on internalstrengths, core truths, customercentricity and experience design.A NewApproach toBrandCreation
    27. 27. 27Branding needs to becomestrongly integrated in businessstrategy, product and internaloperations.A NewApproach toBrandCreation
    28. 28. 28The Powerof theInner Crowd
    29. 29. 29Employees are arich source ofinsights and ideas.We create brandswith them.The Powerof theInner Crowd
    30. 30. 30The involvement ofinternal stakeholdersoften leads to thediscovery ofhidden strengths.The Powerof theInner Crowd
    31. 31. 31Building brands on thebasis of culture andcore internal truths ismore credible andeffective.The Powerof theInner Crowd
    32. 32. 32It allows the brand tobe created organically,reflect the corporatespirit and grow withbusiness.The Powerof theInner Crowd
    33. 33. 33Crowd sourcinginternally and co-creation withemployees itself is asignal of change.The Powerof theInner Crowd
    34. 34. 34As a result, wesimultaneously createbetter, more authenticbrands while overcomingalignment challenges.The Powerof theInner Crowd
    35. 35. 35Advantagesin Detail
    36. 36. 36Advantagesin DetailWe achieve a sound congruencebetween brand promise andcorporate reality.
    37. 37. 37Advantagesin DetailWe create a strong brandrelevancy based on a diversity ofideas and perspectives.
    38. 38. 38Advantagesin DetailWe empower employeesand increase staff motivation,morale and commitment.
    39. 39. 39Advantagesin DetailWe discover compelling brandstories that are ideal for externalactivation and internal alignment.
    40. 40. 40Advantagesin DetailWe engage employees to makethem identify with our brand, so webecome a desirable employer.
    41. 41. 41Advantagesin DetailWe manage cultural variation bybuilding brands around a sharedpurpose and corporate culture.
    42. 42. 42Advantagesin DetailWe develop sustainable brandsthat speak of the people andcompany they proudly represent.
    43. 43. Inner crowdapplication43
    44. 44. Winningthe war fortalentSINGAPORE POLICE FORCEBecoming an employerbrand of choice
    45. 45. BrandCreationPETRONASelevating the brand growthand value of a fortune#68 company through arenovated ‘classic’ brandcreation methodology
    46. 46. 13CulturalCatalystUOBFunctional design, measurement,process and governance2014
    47. 47. Rapidresponse tomarket forcesSINGTELSpeed branding
    48. 48. ForesightFUTURE SOURCE OFGROWTH AND VALUEFOR THE BRAND
    49. 49. CustomercentricityABS-CBNPutting the customer atthe heart of the businessand brand experience
    50. 50. The Power of the Inner Crowd | 28 May 2013 | © FutureBrand 2013 50
    51. 51. The Power of the Inner Crowd | 28 May 2013 | © FutureBrand 2013 51Thank you!

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