Inside/Out Innovation

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Using existing cultural power to foster innovation. An inside/out approach that eases transition and inspires everyone to think big.

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  • Ultimately, the biggestest differentiating factor is found in the culture not the product sinc….
  • Generally, people know more than they think they know. If you were to ask someone to describe what’s unique about the brand, or what the brand traits are, chances are they wouldn’t have an answer. But if you were to ask them to describe the brand like a person they wanted to fix you up with, you’d learn a lot. We incorporate that kind of thiking with group dynamics to arrive at some deep insights very quickly We’re going to see how that works today
  • Give examples I.e. “important info enclosed” Starting out with a lie
  • examples: UNION SWUARE; EDUCATED 32 EAST: EMPOWERED
  • Inside/Out Innovation

    1. 1. BRAND archeologists / strategists / cheerleaders www.brandbooster.com
    2. 2. Total branding, fast.
    3. 3. Where is your company now? <ul><li>Infancy: </li></ul><ul><li>doesn’t yet have a brand strategy i.e. a determined, </li></ul><ul><li>articulated statement of the brand promise, vision, values </li></ul><ul><li>personality, etc. </li></ul><ul><li>Evolving: </li></ul><ul><li>has some of the strategy in place </li></ul><ul><li>Mature: </li></ul><ul><li>has a brand strategy and communicates it consistently </li></ul><ul><li>company-wide </li></ul>
    4. 4. An alternative to ‘selling’ the brand to employees.
    5. 5. Why it’s a better approach. <ul><li>Won’t build a brand strategy on an undeliverable promise </li></ul><ul><li>Will find something truly unique </li></ul><ul><li>Ultimately a stronger brand strategy </li></ul><ul><li>Shortens the selling cycle </li></ul>01 02 03 04
    6. 6. You can’t fool either group. Inauthentic claims & promises do more harm than good. Ask potential customers what they want. Then, say that’s what you are. WHY THE OLD WAY OF BRANDING NO LONGER WORKS. Find the most market-valued truth in your organization. Customers AND employees are smart & sophisticated. Old traditional outdated way New proven effective way
    7. 7. How it works: Get the information Integrate it Develop the strategy Deploy it company-wide 01 02 03 04
    8. 8. Truth vs. Wishful Thinking Discovers the most valuable authentic truth . Reveals the truth of the company & culture. Tells you what they value in experiencing a company like yours. TRUTH OF THE ORGANIZATION Employees Current & Potential Customers REALITIES OF THE MARKETPLACE
    9. 9. GET THE INFORMATI0N
    10. 10. Inside out <ul><li>•  Employees are a rich source of </li></ul><ul><li>untapped insights </li></ul><ul><li>•  Traditional methods not entirely effective </li></ul>
    11. 11. At its core, must include: The story The vision The point of difference The promise 01 02 03 04
    12. 12. Why authenticity matters: Trust Truth 01 02
    13. 13. Why does story matter? <ul><li>Brands are built around stories. </li></ul><ul><li>Who we are and where we come from often </li></ul><ul><li>the most compelling. </li></ul><ul><li>A company’s mythology, just like with a family. </li></ul>01 02 03
    14. 14. The promise: Is it relevant? True? Believed? Supported? 01 02 03 04
    15. 15. “ Getting employees to share a purpose beyond making money is the only way to consistently deliver shareholder value.” - Bill George, strategy + business
    16. 16. TAKE IT COMPANY-WIDE
    17. 20. Custom learning tools Office layout/design Signage Graphics Brand videos Brand guidelines Orientation modules Intranets Learning centers Webcast Toolkits Recruiting materials Incentive programs, Mentoring programs/opportunities, Customer interaction sessions, Storytelling, Games, Brand events/sponsorships, Brand-building contests, Employee workshops and discussion circles, Role playing INFORMATIONAL ENVIRONMENTAL INTERACTIVE
    18. 21. <ul><li>1st Quarter </li></ul>2nd Quarter
    19. 22. 4th Quarter 3rd Quarter
    20. 26. Advertising manages the expectation of the brand. <ul><li>Once the infrastructure is in place to understand </li></ul><ul><li>the brand promise and deliver it, it’s time to go to market. </li></ul>
    21. 27. Branding is sum total of: <ul><li>Culture </li></ul><ul><li>Product </li></ul><ul><li>Experience </li></ul>01 02 03
    22. 28. What affects culture: <ul><li>People </li></ul><ul><li>Management </li></ul><ul><li>Environment </li></ul><ul><li>Policies </li></ul><ul><li>Metrics </li></ul>01 02 03 04 05
    23. 29. True brand champions must be: <ul><li>Knowledgeable </li></ul><ul><li>Empowered </li></ul><ul><li>Inspired </li></ul><ul><li>Rewarded </li></ul>01 02 03 04
    24. 30. BRAND archeologists / strategists / cheerleaders www.brandbooster.com

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