The FileNet Brand Story

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The FileNet Brand Building Legacy

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  • of ## A properly articulated brand strategy has brand elements or anchors that inform and guide everything about the brand. At FileNet, we expressed these elements as the 4 Ps of the Brand Foundation, Brand Promise, Brand Positioning, Brand Pillars, and Brand Personality. “Our Brand Promise (the business value we deliver to our customers) was we help companies make better decisions, faster which improves operational efficiency and results.”Our Brand Positioning Statement (how we are different and why people should care) was we enable the world’s leading companies and governments to streamline and automate their processes, access and manage all forms of content and ensure compliance. Our Brand Pillars (the underlying ideas/concepts that permeate our communications were Content, Process, and Connectivity. And our Brand Personality (traits that define who we are) were: Essential, Undaunted, Driven and Real World..“ This foundation was part of a complete Brand Guide. Brand Pillars Content, Process, Compliance & Platform Brand Personality Undaunted: Courageously resolute, especially in the face of difficulty A Sense of Urgency: A call for immediate action or results Real-world: Practical; reliable; just; level-headed Essential: Customers depend on us for their success
  • of ## “ A brand is much more than a logo. It’s the tangible product and services delivered to the market, plus the intangible values, associations, and expectations attached to FileNet by our customers and prospects. It’s also what people think and feel about our capabilities, our products, our people, and our aspirations. Brands dictate how companies and products are perceived in the marketplace. Strong brands enjoy greater consideration, sales and profits. Thus, everything we say, do, communicate and deliver in some way shapes perceptions of the FileNet brand – and in so doing, either enhances or diminishes our brand equity. To ensure we maximize our collective ability to increase FileNet’s brand power, it’s critical that everyone in the organization truly understands, embraces and lives the FileNet brand.”
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  • The FileNet Brand Story

    1. 1. Building the FileNet Brand Grant Johnson
    2. 2. The FileNet Brand Story <ul><li>Situation Analysis </li></ul><ul><li>Brand Strategy </li></ul><ul><li>Brand Positioning </li></ul><ul><li>Brand Foundation </li></ul><ul><li>Brand Development </li></ul><ul><li>Brand Transformation </li></ul><ul><li>Brand Communications </li></ul>
    3. 3. Brand Situational Analysis Brand Foundation Mission Culture Values Commitment /$$$ Focus & Consistency Structure Process Measurement System Positioning Experience Personality Brand Strategy Brand Implementation Brand Management Integration Targets Budget/Mix Programs Communications Good Enough Needs Attention Needs Focus
    4. 4. Strategic Vendor Options Differentiated – Enterprise (SAP, IBM) <ul><li>Clearly distanced from competition </li></ul><ul><li>Major business & competitive advantage </li></ul><ul><li>True differentiation very difficult </li></ul>Focus – Solutions (Siebel, Cognos) <ul><li>Detailed understanding of apps </li></ul><ul><li>Reputation for specialization </li></ul><ul><li>Customer defines delivery approach </li></ul><ul><li>Risk of sector decline </li></ul>Cost Leadership (Dell, Microsoft) <ul><li>Profitable only in very high volume </li></ul><ul><li>Risky in long term </li></ul><ul><li>Price wars </li></ul>
    5. 5. Brand Positioning <ul><ul><li>Enterprise Content Management from FileNet enables the world’s leading companies and government agencies to streamline and automate their processes , connect with their information systems, and access and manage all forms of content. Everything they need to make quick, smart and cost-effective decisions - right at the moment it matters the most. </li></ul></ul>
    6. 6. Brand Foundation <ul><li>Brand Pillars </li></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Process </li></ul></ul><ul><ul><li>Compliance </li></ul></ul><ul><ul><li>Platform </li></ul></ul><ul><li>Brand Personality </li></ul><ul><ul><li>Undaunted </li></ul></ul><ul><ul><li>Sense of Urgency </li></ul></ul><ul><ul><li>Real-world </li></ul></ul><ul><ul><li>Essential </li></ul></ul>
    7. 7. Brand Development: Manifesto <ul><li>“ A brand is much more than a logo. It’s the tangible product and services delivered to the market, plus the intangible values, associations, and expectations attached to FileNet by our customers and prospects. It’s also what people think and feel about our capabilities, our products, our people, and our aspirations. Brands dictate how companies and products are perceived in the marketplace . Strong brands enjoy greater consideration, sales and profits. Thus, everything we say, do, communicate and deliver in some way shapes perceptions of the FileNet brand – and in so doing, either enhances or diminishes our brand equity. To ensure we maximize our collective ability to increase FileNet’s brand power, it’s critical that everyone in the organization truly understands, embraces and lives the FileNet brand.” </li></ul>
    8. 8. Brand Transformation | Before
    9. 9. Brand Transformation | Before: Cluttered, Product Focused, Inefficient Lead Gen
    10. 10. Brand Transformation | After
    11. 11. Brand Transformation | After: Brand Elevation, Focused Messaging, Engaging
    12. 12. The FileNet Brand Guide <ul><li>The New Brand Foundation </li></ul><ul><li>Messaging Guidelines </li></ul><ul><ul><li>Products </li></ul></ul><ul><ul><li>Vertical solutions </li></ul></ul><ul><li>Corporate Identity Update </li></ul><ul><ul><li>New Color Palette, New Graphic Elements </li></ul></ul><ul><li>Creative Guidelines </li></ul><ul><li>Branding process </li></ul>
    13. 13. Imagery Categories Optimized Business Industry Specific Our Customers
    14. 14. Brand Communications
    15. 15. Brand Positioning Over Time Today Tomorrow Yesterday Putting Documents to Work Activating Content Better Decisions Faster Work Smarter Accelerate Your Business Better Performance Document Content Process Intelligence

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