The Power of the BrandStaying Relevant in an Ever-Changing Environment                                      Jim Knight
My Brand21 years
The Set List•  Internal Branding - Employee   Philosophy•  External Initiatives•  Brand Reinvention – Staying   Relevant• ...
Brand Culture            Member Experience             Employee Behaviors•    Shared Mission•    Value-Orientation•    Bel...
Types of Brand Environments              Attractive          Can Hire the              You Hire Under     Staff & Managers...
3C Employees•  Your company is only as good as the care &   attention you provide to ensure each employee has:          – ...
Hard Rock - Original Staff•  46 employees in the first Cafe (London 1971)•  Original Servers had to be 30+ year old  women...
Today’s Workforce•  Individuality is a priority•  Risk-takers•  Visual learners•  Short attention spans•  Technology savvy...
Think Differently
Hire Only Rock Stars…             Not Lipsyncers     •  You must differentiateyourselves from the rest to survive  •  Uniq...
Top Ways to Keep the Brand Relevant1.   Hire only rock stars, not lipsyncers
Staff Recruiting Ads
Staff Interview Guides•  3-interview process for every   staff-level potential hire:   Interview #1 - Any Manager   Interv...
Training MaterialsDesign Principles•    Comic-book style - photos & graphics•    Less text / words•    More bullet points,...
Social Media & Technology           Digital/Social Media        Twitter             Photos                                ...
The New Generation                                        Digital Natives (Generation Z)Completely distinct from all prior...
Audience Response Systems        22333   Poll4.com     Phone Text: 22333                                 ######OR     Web/...
Audience Response Systems        22333   Poll4.com     Phone Text: 22333                                 ####OR     Web/La...
Technology is now 100% interwoven into our daily lives.
Top Ways to Keep the Brand Relevant1.   Hire only rock stars, not lipsyncers2.   Communicate to employees in the language ...
Statistics That Don’t LieThe Gallup Organization:  •    Surveyed more than 2 million employees at 700       companies worl...
“At the end of the game, the King and the Pawn                   go back into the same box.”                              ...
Emotional Bank Account•  Like credit unions, relationships are basedon trust•  The more deposits, the better the interest&...
Mentorship is the New TrainingManagers need to harness their   leadership skills: •    Don’t hoard information -      look...
“The best time to plant a tree is 20 years ago.       The second best time is today.”                                   - ...
Top Ways to Keep the Brand Relevant1.   Hire only rock stars, not lipsyncers2.   Communicate to employees in the language ...
Hard Rock Incents Staff Like They’reRock Royalty•  Individuality relished•  High Volume = $$$$•  401 K – 50% match•  Pins ...
Employee ExpectationsIf employees were volunteers, would we treat them differently?20 years ago           10 years ago    ...
Today’s Workforce                             Develop          Thank                               me.           me.      ...
Meet Some Rock Stars
Think About This:•  The Rolling Stones – arguably one of the   world’s greatest Rock‘n’Roll bands•  Outstanding music & mu...
For Most, It’s aPretty Cool Job…
For Others, It’s aLifetime Commitment.
Top Ways to Keep the Brand Relevant1.   Hire only rock stars, not lipsyncers2.   Communicate to employees in the language ...
C    + Guest                                Profitable     Experience                               GrowthBU   •  Great Se...
VALUES    What you Say you will do+    METHODS   What you actually Do= BRAND CULTURE
C    + Guest                                Profitable     Experience                               GrowthBU   •  Great Se...
Top Ways to Keep the Brand Relevant1.   Hire only rock stars, not lipsyncers2.   Communicate to employees in the language ...
Historical Timeline1971-1995   No Competitors for 25 years1996-2003   Dark Days (Negative Sales)            -  Competition...
Artist Association           Q: What celebrity/personality do you most commonly                            associate with ...
Historical Timeline1971-1995   No Competitors for 25 years1996-2003   Dark Days (Negative Sales)            -  Competition...
•  Brand Guidelines•  Brand Identity
Public Print Ads
Public Print Ads
Public Print Ads
Physical Menu                 Current DirectionOld Approach
Table Top Design                      Current DirectionOld Approach
Food & BeverageOld Approach               Current Direction
Merchandise StoreOld Approach – Counters & Cubbies                 New Approach –          Open-Floor ROCK SHOPS
Merchandise –                                   In-Store DisplaysOld Approach               Current Direction
Merchandise –               Window Displays                  Current DirectionOld Approach
Video Screens                               Current – Flat Plasma ScreensOld – Hospital-Like Monitors
Live MusicOld – Regular, Local Unknown Musicians                                         Current – Fewer, but Premium     ...
Memorabilia                 Current DirectionOld Approach
Memorabilia                              Memphis Cafe - CurrentMemphis Cafe - Old Approach
Memorabilia                                San Diego Cafe - CurrentSan Diego Cafe - Old Approach
Guests Interaction with                 Memorabilia                  Enhanced Experience –                         w/ Tech...
Building DesignOld Approach – reflective ofClassic Rock themed restaurant
Building DesignCurrent Direction –    •  trendy    •  comfort-focused    •  technology-driven    •  lifestyle-oriented    ...
Building DesignCurrent Direction – unique designelements:            •  music-oriented            •  local nods
Historical Timeline1971-1995   No Competitors for 25 years1996-2003   Dark Days (Negative Sales)            -  Competition...
Move at the Pace of Society’s CultureSTAKEHOLDERS           COMMUNITYTECHNOLOGY            COMMUNICATION
Top Ways to Keep the Brand Relevant1.   Hire only rock stars, not lipsyncers2.   Communicate to employees in the language ...
Seth Dechtman                   1-877-245-8692             seth@thespeakeragency.comJim@KnightSpeaker.com@KnightSpeakerJim...
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The power of the brand nebrcul[2]

  1. 1. The Power of the BrandStaying Relevant in an Ever-Changing Environment Jim Knight
  2. 2. My Brand21 years
  3. 3. The Set List•  Internal Branding - Employee Philosophy•  External Initiatives•  Brand Reinvention – Staying Relevant•  Top Take Aways - Handout @KnightSpeaker
  4. 4. Brand Culture Member Experience Employee Behaviors•  Shared Mission•  Value-Orientation•  Beliefs, Experiences•  Standards, Procedures, Processes
  5. 5. Types of Brand Environments Attractive Can Hire the You Hire Under Staff & Managers Place to Work Best Available Pressure Bail Out Bonus & Leaders Sales & ProfitFinancial Results Targets Missed Virtuous Circle Vicious CircleBeat Sales & Hire Staff Visitor RateProfit Targets Slow Raving Fans Builds Morale Morale & Culture Nobody is Talking Return & Culture Disintegrates About You Great Member Member Experience Experience is Anemic
  6. 6. 3C Employees•  Your company is only as good as the care & attention you provide to ensure each employee has: –  Strong Competence –  High Character –  Embodies the Culture
  7. 7. Hard Rock - Original Staff•  46 employees in the first Cafe (London 1971)•  Original Servers had to be 30+ year old women•  Guest-obsession was innate & unparalleled ü Southern hospitality mind-set (mom) ü Consistent standards ü Attention to detail ü Sense of urgency
  8. 8. Today’s Workforce•  Individuality is a priority•  Risk-takers•  Visual learners•  Short attention spans•  Technology savvy•  Socially-conscious•  Want to do meaningful work This profile affects 6/14/12 everything!
  9. 9. Think Differently
  10. 10. Hire Only Rock Stars… Not Lipsyncers •  You must differentiateyourselves from the rest to survive •  Unique individuals = unique experiences
  11. 11. Top Ways to Keep the Brand Relevant1. Hire only rock stars, not lipsyncers
  12. 12. Staff Recruiting Ads
  13. 13. Staff Interview Guides•  3-interview process for every staff-level potential hire: Interview #1 - Any Manager Interview #2 - Department Manager Interview #3 - General Manager•  Managers each use a different Interview Guide•  How managers communicate with each other on the potential employee – creating consistency
  14. 14. Training MaterialsDesign Principles•  Comic-book style - photos & graphics•  Less text / words•  More bullet points, where possible•  Lots of generous white space•  Consistent font types & sizes•  Humor, where appropriate THINK: Airline Safety Card
  15. 15. Social Media & Technology Digital/Social Media Twitter Photos SMS Location Review Based Sites Blogs
  16. 16. The New Generation Digital Natives (Generation Z)Completely distinct from all prior generations, they require a change in how we communicate. They prefer:•  Receiving info quickly from multiple sources - parallel processing & multi-tasking•  Processing pictures, sounds & video before text•  Learning that is relevant & instantly useful•  Instant gratification & rewards…and fun
  17. 17. Audience Response Systems 22333 Poll4.com Phone Text: 22333 ######OR Web/Laptop: www.Poll4.com
  18. 18. Audience Response Systems 22333 Poll4.com Phone Text: 22333 ####OR Web/Laptop: www.Poll4.com
  19. 19. Technology is now 100% interwoven into our daily lives.
  20. 20. Top Ways to Keep the Brand Relevant1. Hire only rock stars, not lipsyncers2. Communicate to employees in the language they dream
  21. 21. Statistics That Don’t LieThe Gallup Organization: •  Surveyed more than 2 million employees at 700 companies worldwide, over a 25-year period •  Found that immediate supervisors are the single largest influence on an employee’s decision to quit (or stay) People join brands, they leave individuals.
  22. 22. “At the end of the game, the King and the Pawn go back into the same box.” - Italian proverb
  23. 23. Emotional Bank Account•  Like credit unions, relationships are basedon trust•  The more deposits, the better the interest& health of the member account•  Big withdraws (or too many) couldresult in the account going dry
  24. 24. Mentorship is the New TrainingManagers need to harness their leadership skills: •  Don’t hoard information - look for opportunities to teach others •  Always give the ‘why’ behind the ‘what’ •  Provide ongoing/consistent feedback •  Get veteran, long term employees involved in all initiatives – Create an Army of Giants
  25. 25. “The best time to plant a tree is 20 years ago. The second best time is today.” - Chinese proverb
  26. 26. Top Ways to Keep the Brand Relevant1. Hire only rock stars, not lipsyncers2. Communicate to employees in the language they dream3. Create an army of giants & love the ones you’re with
  27. 27. Hard Rock Incents Staff Like They’reRock Royalty•  Individuality relished•  High Volume = $$$$•  401 K – 50% match•  Pins – ongoing recognition•  Philanthropy is a part of our DNA•  Growth - good internal promotion rate•  Travel – trainers open up global properties•  Unprecedented Access – to rock artists & memorabilia•  Rolex watch – 10 years of service•  Harley Davidson – GM of the Year
  28. 28. Employee ExpectationsIf employees were volunteers, would we treat them differently?20 years ago 10 years ago TodayMoney Work / life balance They want it all!Showed up, did Started keeping an They bail at the drop ofthe job & then eye open for a a hat - usually becausewent home better job of poor leadershipHappy to have Started really Attorney’s phone # isa job suing companies on speed dialTolerated Responded well to Only loyal to thoseauthoritative “old those that just said that inspire, teach &school” managers “thank you” develop with compassion
  29. 29. Today’s Workforce Develop Thank me. me. Inspire me.Talk to Don’t me. yell at me.
  30. 30. Meet Some Rock Stars
  31. 31. Think About This:•  The Rolling Stones – arguably one of the world’s greatest Rock‘n’Roll bands•  Outstanding music & musicianship•  Haven’t had a hit song since 1989•  Still the top grossing act when they go on the road•  Album prices: US $12-$16•  Concert ticket: US $150-$1,500•  Being at the Show: Priceless•  People are willing to pay the price for the show…because of the show
  32. 32. For Most, It’s aPretty Cool Job…
  33. 33. For Others, It’s aLifetime Commitment.
  34. 34. Top Ways to Keep the Brand Relevant1. Hire only rock stars, not lipsyncers2. Communicate to employees in the language they dream3. Create an army of giants & love the ones you’re with4. Incent employees like they’re rock royalty & treat them like volunteers
  35. 35. C + Guest Profitable Experience GrowthBU •  Great Service •  CleanRL •  Quality Product •  Safe •  Cool Environment •  FunAT •  Price/Value + Employee PromotableNU Experience PeopleDR •  Money •  Leadership •  Benefits •  Fun •  Recognition •  Clean E •  Growth Opportunity •  Safe
  36. 36. VALUES What you Say you will do+ METHODS What you actually Do= BRAND CULTURE
  37. 37. C + Guest Profitable Experience GrowthBU •  Great Service •  CleanRL •  Quality Product •  Safe •  Cool Environment •  FunAT •  Price/Value + Employee PromotableNU Experience PeopleDR •  Money •  Leadership •  Benefits •  Fun •  Recognition •  Clean E •  Growth Opportunity •  Safe
  38. 38. Top Ways to Keep the Brand Relevant1. Hire only rock stars, not lipsyncers2. Communicate to employees in the language they dream3. Create an army of giants & love the ones you’re with4. Incent employees like they’re rock royalty & treat them like volunteers5. Do the things you say you will do (Values + Methods = Brand Culture)
  39. 39. Historical Timeline1971-1995 No Competitors for 25 years1996-2003 Dark Days (Negative Sales) -  Competition (Theme Restaurants) -  Guest Confusion (Food Quality & Price) -  9/11
  40. 40. Artist Association Q: What celebrity/personality do you most commonly associate with the Hard Rock brand? Most Associated With Hard Rock By Age Segment18 to 20 21 to 24 25 to 34 35 to 44 45 to 54 55 or older ? ? ? ? ? ?
  41. 41. Historical Timeline1971-1995 No Competitors for 25 years1996-2003 Dark Days (Negative Sales) -  Competition (Theme Restaurants) -  Guest Confusion (Food Quality & Price) -  9/112004 Brand Reinvention & Cultural Focus
  42. 42. •  Brand Guidelines•  Brand Identity
  43. 43. Public Print Ads
  44. 44. Public Print Ads
  45. 45. Public Print Ads
  46. 46. Physical Menu Current DirectionOld Approach
  47. 47. Table Top Design Current DirectionOld Approach
  48. 48. Food & BeverageOld Approach Current Direction
  49. 49. Merchandise StoreOld Approach – Counters & Cubbies New Approach – Open-Floor ROCK SHOPS
  50. 50. Merchandise – In-Store DisplaysOld Approach Current Direction
  51. 51. Merchandise – Window Displays Current DirectionOld Approach
  52. 52. Video Screens Current – Flat Plasma ScreensOld – Hospital-Like Monitors
  53. 53. Live MusicOld – Regular, Local Unknown Musicians Current – Fewer, but Premium Experiences
  54. 54. Memorabilia Current DirectionOld Approach
  55. 55. Memorabilia Memphis Cafe - CurrentMemphis Cafe - Old Approach
  56. 56. Memorabilia San Diego Cafe - CurrentSan Diego Cafe - Old Approach
  57. 57. Guests Interaction with Memorabilia Enhanced Experience – w/ TechnologyOld Experience
  58. 58. Building DesignOld Approach – reflective ofClassic Rock themed restaurant
  59. 59. Building DesignCurrent Direction – •  trendy •  comfort-focused •  technology-driven •  lifestyle-oriented •  unique spaces
  60. 60. Building DesignCurrent Direction – unique designelements: •  music-oriented •  local nods
  61. 61. Historical Timeline1971-1995 No Competitors for 25 years1996-2003 Dark Days (Negative Sales) -  Competition (Theme Restaurants) -  Guest Confusion (Food Quality & Price) -  9/112004 Brand Reinvention & Cultural Focus2005-2011 Record Sales & Profits
  62. 62. Move at the Pace of Society’s CultureSTAKEHOLDERS COMMUNITYTECHNOLOGY COMMUNICATION
  63. 63. Top Ways to Keep the Brand Relevant1. Hire only rock stars, not lipsyncers2. Communicate to employees in the language they dream3. Create an army of giants & love the ones you’re with4. Incent employees like they’re rock royalty & treat them like volunteers5. Do the things you say you will do (Values + Methods = Brand Culture)6. Move at the pace of society’s culture – be open to change
  64. 64. Seth Dechtman 1-877-245-8692 seth@thespeakeragency.comJim@KnightSpeaker.com@KnightSpeakerJim KnightJim Knight
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