THE POWERFUL ROLE OF PR IN BRAND DEVELOPMENT Case Study, Concepts, and Debatable Ideas Kenny Ong CNI Holdings Berhad www.m...
Problems from the start <ul><li>No money </li></ul><ul><li>Split Objectives: Sales? Share Price? Image? </li></ul><ul><li>...
About: CNI <ul><li>19 years old </li></ul><ul><li>Core Business: MLM </li></ul><ul><li>Others: Contract Manufacturing, Exp...
Branding And what this means to Public and Media Relations www.myCNI.com.my www.OOBEY.com
Components of Branding Positioning Execution Communication www.myCNI.com.my www.OOBEY.com
Positioning <ul><li>“ Hope is not a strategy” </li></ul><ul><li>John Maxwell </li></ul>www.myCNI.com.my www.OOBEY.com
Positioning <ul><li>For who? –  Segmentation, Targeting </li></ul><ul><li>Your Offer?  </li></ul><ul><li>Key Differentiato...
Two Typical Types of Segmentation for Branding <ul><li>Demographic segmentation </li></ul><ul><li>Income segmentation </li...
Demographic Segmentation - General www.myCNI.com.my www.OOBEY.com   Veterans  (Pre-Boomers) 1934-1945 Boomers 1945-1960 Ge...
Demographic Segmentation - others <ul><li>Women, Working Mothers </li></ul><ul><li>Youtube generation </li></ul><ul><li>Wo...
Income Groups Expensive, cutting edge, private funds Government priority, high subsidy, rural locations, cheap No money fo...
Basics & Differentiators Segments Targets Targets Basics Differentiators www.myCNI.com.my www.OOBEY.com
What needs work? Current Brand Importance to Target Segment High Low Weak Strong www.myCNI.com.my www.OOBEY.com   Global N...
The  real  goal of Marketing and Branding Understanding PR’s role in tne whole scheme of things www.myCNI.com.my www.OOBEY...
What is the purpose of Marketing & Branding? Ultimate Objective of Marketing:  “ Get more people, to buy more things, more...
What is the purpose of Marketing & Branding? “ Retention and Loyalty are useless if No Conversion is happening.” “ Comm (P...
Problem… <ul><li>“ In business after business, 60% to 80% of lost customers reported on a survey just prior to defecting t...
What is the Objective? Ultimate Objective of Marketing:  “ Get more people, to buy more things, more frequently, at higher...
What is the Objective? <ul><li>Loyalty is Useless… </li></ul><ul><li>Virtual Consumption vs. Real Consumption </li></ul>ww...
What is the Objective? <ul><li>Loyalty is misleading… </li></ul><ul><li>Heavy Consumption  ≠  Loyalty </li></ul><ul><li>Lo...
What is the Objective? <ul><li>Comm = Relationship (something like Dating) </li></ul><ul><li>Comm ≠ Media glitz  </li></ul...
PR and Branding Why Public and Media Relations matter in Brand building www.myCNI.com.my www.OOBEY.com
Is PR important to Branding? <ul><li>Funds  </li></ul><ul><li>Sales </li></ul><ul><li>Intelligence </li></ul><ul><li>Custo...
Importance: Funds <ul><li>This is the most obvious. </li></ul><ul><li>The objective is to keep the paymasters happy so tha...
Importance: Sales <ul><li>Public Relations is a key component of corporate Branding due to its direct influence on: </li><...
Internal/External Communications Communications Internal External Mgmt Distributors Suppliers Proactive Reactive Proactive...
Types of Investors (1/2) <ul><li>Institutional </li></ul>Fund Managers Corporations Sovereign Funds VCs NGOs Non-Profit Or...
Types of Investors (2/2) <ul><li>Retail </li></ul>Investor-Shareholders Employee-Shareholders Management-Shareholders Cust...
Importance: Intelligence <ul><li>Two types: </li></ul>www.myCNI.com.my www.OOBEY.com   P.R. Customers CRM Intelligence Dea...
Intelligence: Types of Investors (1/2) <ul><li>Institutional </li></ul>Fund Managers Corporations Sovereign Funds VCs NGOs...
Intelligence: Types of Investors (2/2) <ul><li>Retail </li></ul>Investor-Shareholders Employee-Shareholders Management-Sha...
Intelligence: How do External Parties get their ‘INFO’? (1/2) Institutional Gov./Politics Customers Suppliers Economics AG...
Intelligence: How do External Parties get their ‘INFO’? (2/2) Retail Gov./ Politics Customers Public Events Economics AGM ...
Intelligence: How to Communicate? Self Reliant Need Help Seek Change Seek Stability Searchers Collaborators Streamliners D...
Public Intelligence: What? <ul><li>Examples… </li></ul><ul><li>Record feedback and questions </li></ul><ul><li>Competitors...
Public Intelligence: Why? <ul><li>Broad view of market </li></ul><ul><li>Less optimistic/review own assumptions </li></ul>...
Public Intelligence: Why? Revenue Growth Base Retention Share Gain Positioning Adjacent Market New Business Operational Ex...
Dangers of Intelligence… <ul><li>Also known as ‘Beware of Benchmarking’: </li></ul><ul><li>Big vs. Small company </li></ul...
Intelligence: Survey Problems… <ul><li>“ In business after business, 60% to 80% of lost customers reported on a survey jus...
PR and Customer-Shareholders <ul><li>Retail </li></ul>Investor-Shareholders Employee-Shareholders Management-Shareholders ...
Revisit – PR’s Key Roles <ul><li>Funds   </li></ul><ul><li>Sales </li></ul><ul><li>Intelligence </li></ul><ul><li>Customer...
Revisit – PR’s Key Roles <ul><li>Funds  </li></ul><ul><li>Sales </li></ul><ul><li>Intelligence </li></ul><ul><li>Customer-...
The Four Roles of PR in Branding Why we are important to the branding process www.myCNI.com.my www.OOBEY.com
The Four Roles of PR in Branding <ul><li>Integrate Communications (Consistency) </li></ul><ul><li>Feed you, Feed me </li><...
Role 1: Consistency Integration The Four Roles of PR in Branding and why we are important to the branding process www.myCN...
What to Integrate? www.myCNI.com.my www.OOBEY.com   1. Aligning Organization To the Culture 2. Integrating  External & Int...
Communications Integration and Consistency Communications Internal External Mgmt Distributors Suppliers Proactive Reactive...
Alignment & Consistency <ul><li>Mamak stall </li></ul>www.myCNI.com.my www.OOBEY.com
Alignment & Consistency <ul><li>&quot;Exactly what I need&quot; </li></ul><ul><li>Customized products </li></ul><ul><li>Pe...
Alignment & Consistency: Market Disciplines Operational Excellence (low cost producer) Ref:  The Discipline of Market Lead...
The McPlaybook* <ul><li>Make it easy to eat </li></ul><ul><li>50% drive-thru </li></ul><ul><li>Meals held in one hand </li...
<ul><li>Product Leadership </li></ul><ul><li>New, state of the art products or services </li></ul><ul><li>Risk takers </li...
<ul><li>Operational Excellence </li></ul><ul><ul><ul><li>Move  know-how  from top performing units to others </li></ul></u...
Alignment & Consistency: Market Disciplines <ul><li>Customer Intimacy </li></ul><ul><ul><ul><li>Capture knowledge about  c...
<ul><li>Product Leadership </li></ul><ul><ul><ul><li>Reduce  time  to market </li></ul></ul></ul><ul><ul><ul><li>Commercia...
Alignment & Consistency: Market Disciplines Operational Excellence (low cost producer) Ref:  The Discipline of Market Lead...
Alignment & Consistency: Market Disciplines Operational Excellence (low cost producer) Ref:  The Discipline of Market Lead...
The 6 Sins of Greenwashing <ul><li>Sin of the Hidden Trade-Off </li></ul><ul><li>Sin of No Proof </li></ul><ul><li>Sin of ...
Role 2: Feed you, Feed me The Four Roles of PR in Branding and why we are important to the branding process www.myCNI.com....
Integrating Internal/External Internal External Feed Feed www.myCNI.com.my www.OOBEY.com
Integrating Internal/External <ul><li>Internal </li></ul><ul><li>Halal Committee </li></ul><ul><li>Social Education (e.g. ...
Integrating Internal/External <ul><li>Internal </li></ul><ul><li>Entrepreneur Dev. </li></ul><ul><li>Health products </li>...
Role 3: External Communication The Four Roles of PR in Branding and why we are important to the branding process www.myCNI...
Communications Integration Communications Internal External Mgmt Distributors Suppliers Proactive Reactive Proactive React...
Types of Investors (1/2) <ul><li>Institutional </li></ul>Fund Managers Corporations Sovereign Funds VCs NGOs Non-Profit Or...
Types of Investors (2/2) <ul><li>Retail </li></ul>Investor-Shareholders Employee-Shareholders Management-Shareholders Cust...
How do External Parties get their ‘INFO’? (1/2) Institutional Gov./Politics Customers Suppliers Economics AGM Market Resea...
How do External Parties get their ‘INFO’? (1/2) Institutional Gov./Politics Customers Suppliers Economics AGM Market Resea...
How do External Parties get their ‘INFO’? (2/2) Retail Gov./ Politics Customers Public Events Economics AGM Ads Internet* ...
How do External Parties get their ‘INFO’? (2/2) Retail Gov./ Politics Customers Public Events Economics AGM Ads Internet A...
How  not  to talk to Retail External Parties <ul><li>“ The holder [of a CAB certificate] may continue to serve regularly a...
How  not  to talk to Retail External Parties <ul><li>“It has been determined not to be in the public interest that United ...
What topics interest External Parties? www.myCNI.com.my www.OOBEY.com   Acquisition  target Layoffs Cost Cutting New  Mgmt...
What topics interest External Parties? www.myCNI.com.my www.OOBEY.com   Acquisition  target Layoffs Cost Cutting New  Mgmt...
What Events impact External Parties? www.myCNI.com.my www.OOBEY.com   Politics Financial  Announcements Shareholding chang...
What Events impact External Parties? www.myCNI.com.my www.OOBEY.com   Politics Financial  Announcements Shareholding chang...
E.g. Long-term relationship building activities <ul><li>Durian Party </li></ul><ul><li>Wisma Tour </li></ul><ul><li>Hamper...
Role 4: Bad News The Four Roles of PR in Branding and why we are important to the branding process www.myCNI.com.my www.OO...
Challenges of Public Relations <ul><li>Stake- vs. Share-holder* </li></ul><ul><li>Public Opinions </li></ul><ul><li>Global...
PR Challenges <ul><li>“ Good news for stockholders can be bad news for other stakeholders.”  </li></ul><ul><li>Gregory Mil...
Good News vs. Controllability Can Control Cannot Control Internal Attribution External Attribution  www.myCNI.com.my www....
Bad News vs. Controllability Can Control Cannot Control Internal Attribution External Attribution  www.myCNI.com.my www.O...
Media Options for Brand Building Old media, New media and everything in between www.myCNI.com.my www.OOBEY.com
COMMUNICATION ARCHITECTURE BRAND POSITIONING “ Tagline” KEY SUPPORTING MESSAGES KEY MESSAGES SPECIFIC TO  INTERNAL/EXTERNA...
KEY MESSAGES <ul><li>Who am I? </li></ul><ul><li>What do I offer? </li></ul><ul><li>Support? </li></ul><ul><li>End benefit...
Touch Points Candidates/ Employees Gov./ Politics Customers Public Events Economics AGM Ads Internet* Annual Report Media ...
Touch Pointsl Candidates/ Employees Gov./ Politics Customers Public Events Economics AGM Ads Internet Annual Report Media ...
The Right Tools for the Job Reach of Communication Quality/Intensity of Communication Personal (exp) Personal (info) Imper...
The Right Tools for the Job Reach of Communication Quality/Intensity of Communication Personal (exp) Personal (info) Imper...
The Right Tools for the Job Reach of Communication Quality/Intensity of Communication Personal (exp) Personal (info) Imper...
Summary www.myCNI.com.my www.OOBEY.com
<ul><li>“… in the past 18 months, we have heard that profit is more important than revenue, quality is more important that...
Don’t forget… <ul><li>“ The business of business is Business, not Public Relations”  </li></ul>www.myCNI.com.my www.OOBEY....
What is the purpose of Marketing & Branding? Ultimate Objective of Marketing:  “ Get more people, to buy more things, more...
Thank You.  soft copy of slides:   http://totallyunrelatedrandomanddebatable.blogspot.com/
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The Powerful Role Of PR In Brand Development

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*The secrets of engaging messages and a story that will effectively position your business and products
*Selecting the right media to effectively drive your brand forward
*Determining the best PR strategies for greater brand impact
*Involving your PR and media in the branding process from the development stage to launching date
*Integrating new media platforms with traditional methods for your branding exercise

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  • The Powerful Role Of PR In Brand Development

    1. 1. THE POWERFUL ROLE OF PR IN BRAND DEVELOPMENT Case Study, Concepts, and Debatable Ideas Kenny Ong CNI Holdings Berhad www.myCNI.com.my www.OOBEY.com
    2. 2. Problems from the start <ul><li>No money </li></ul><ul><li>Split Objectives: Sales? Share Price? Image? </li></ul><ul><li>Difficult to hire </li></ul><ul><li>Independent entity </li></ul><ul><li>Charity center </li></ul><ul><li>MLM image nightmare </li></ul><ul><li>Multi-cultural & Multi-lingual </li></ul><ul><li>Close Regulatory scrutiny (food act, health act, Jakim, KPDN) </li></ul><ul><li>Public Listed </li></ul>www.myCNI.com.my www.OOBEY.com
    3. 3. About: CNI <ul><li>19 years old </li></ul><ul><li>Core Business: MLM </li></ul><ul><li>Others: Contract Manufacturing, Export/Trading, eCommerce </li></ul><ul><li>Malaysia, Singapore, Brunei, Indonesia, India, China, Hong Kong, Philippines, Italy, Taiwan </li></ul><ul><li>Staff force: ± 500 </li></ul><ul><li>Distributors: 200,000 </li></ul><ul><li>Products: Consumer Goods and Services </li></ul>www.myCNI.com.my www.OOBEY.com
    4. 4. Branding And what this means to Public and Media Relations www.myCNI.com.my www.OOBEY.com
    5. 5. Components of Branding Positioning Execution Communication www.myCNI.com.my www.OOBEY.com
    6. 6. Positioning <ul><li>“ Hope is not a strategy” </li></ul><ul><li>John Maxwell </li></ul>www.myCNI.com.my www.OOBEY.com
    7. 7. Positioning <ul><li>For who? – Segmentation, Targeting </li></ul><ul><li>Your Offer? </li></ul><ul><li>Key Differentiator? </li></ul>www.myCNI.com.my www.OOBEY.com
    8. 8. Two Typical Types of Segmentation for Branding <ul><li>Demographic segmentation </li></ul><ul><li>Income segmentation </li></ul>www.myCNI.com.my www.OOBEY.com
    9. 9. Demographic Segmentation - General www.myCNI.com.my www.OOBEY.com Veterans (Pre-Boomers) 1934-1945 Boomers 1945-1960 Gen X (Cusper, Buster) 1960 - 1980 Gen Y (Millennials, Netster) 1980+
    10. 10. Demographic Segmentation - others <ul><li>Women, Working Mothers </li></ul><ul><li>Youtube generation </li></ul><ul><li>Working retired </li></ul><ul><li>Social Activists </li></ul><ul><li>Work/Life balancers </li></ul><ul><li>Industry (ICT, Advertising, Engineer, Accounting, Lawyer, etc.) </li></ul>www.myCNI.com.my www.OOBEY.com
    11. 11. Income Groups Expensive, cutting edge, private funds Government priority, high subsidy, rural locations, cheap No money for high-end, no access to low-end www.myCNI.com.my www.OOBEY.com Urban, Affluent Middle Class Poor, Rural
    12. 12. Basics & Differentiators Segments Targets Targets Basics Differentiators www.myCNI.com.my www.OOBEY.com
    13. 13. What needs work? Current Brand Importance to Target Segment High Low Weak Strong www.myCNI.com.my www.OOBEY.com Global Name Friendly Leading Edge After-sales support Convenience Personalization Reliability Pricing Image
    14. 14. The real goal of Marketing and Branding Understanding PR’s role in tne whole scheme of things www.myCNI.com.my www.OOBEY.com
    15. 15. What is the purpose of Marketing & Branding? Ultimate Objective of Marketing: “ Get more people, to buy more things, more frequently, at higher prices.” Sergio Zyman “ Retention and Loyalty are useless if No Conversion is happening.” www.myCNI.com.my www.OOBEY.com
    16. 16. What is the purpose of Marketing & Branding? “ Retention and Loyalty are useless if No Conversion is happening.” “ Comm (PR) is useless if No Conversion is happening.” www.myCNI.com.my www.OOBEY.com
    17. 17. Problem… <ul><li>“ In business after business, 60% to 80% of lost customers reported on a survey just prior to defecting that they were satisfied or very satisfied .” </li></ul>HBR March/April 1996 www.myCNI.com.my www.OOBEY.com
    18. 18. What is the Objective? Ultimate Objective of Marketing: “ Get more people, to buy more things, more frequently, at higher prices.” Sergio Zyman “ Retention and Loyalty useless if No Conversion is happening.” www.myCNI.com.my www.OOBEY.com
    19. 19. What is the Objective? <ul><li>Loyalty is Useless… </li></ul><ul><li>Virtual Consumption vs. Real Consumption </li></ul>www.myCNI.com.my www.OOBEY.com
    20. 20. What is the Objective? <ul><li>Loyalty is misleading… </li></ul><ul><li>Heavy Consumption ≠ Loyalty </li></ul><ul><li>Loyalty ≠ Heavy Consumption </li></ul>www.myCNI.com.my www.OOBEY.com
    21. 21. What is the Objective? <ul><li>Comm = Relationship (something like Dating) </li></ul><ul><li>Comm ≠ Media glitz </li></ul><ul><li>Comm ≠ ATL/BTL/BwTL/ArTL/FTL </li></ul><ul><li>Comm ≠ CSR </li></ul><ul><li>Comm = Get more people, to buy more, more frequently, at higher prices </li></ul>www.myCNI.com.my www.OOBEY.com
    22. 22. PR and Branding Why Public and Media Relations matter in Brand building www.myCNI.com.my www.OOBEY.com
    23. 23. Is PR important to Branding? <ul><li>Funds </li></ul><ul><li>Sales </li></ul><ul><li>Intelligence </li></ul><ul><li>Customer-shareholders </li></ul>www.myCNI.com.my www.OOBEY.com
    24. 24. Importance: Funds <ul><li>This is the most obvious. </li></ul><ul><li>The objective is to keep the paymasters happy so that they will either maintain or increase their funding. </li></ul><ul><li>Crisis Management is one small area that falls into this objective </li></ul>www.myCNI.com.my www.OOBEY.com
    25. 25. Importance: Sales <ul><li>Public Relations is a key component of corporate Branding due to its direct influence on: </li></ul><ul><li>Multiple parties (inc. Investors) </li></ul><ul><ul><li>These parties are either our Branding targets or has influence on our branding targets </li></ul></ul>www.myCNI.com.my www.OOBEY.com
    26. 26. Internal/External Communications Communications Internal External Mgmt Distributors Suppliers Proactive Reactive Proactive Reactive COMM Tools COMM Tools www.myCNI.com.my www.OOBEY.com Employees Associations Universities NGOs Investors Media Government Public Authorities
    27. 27. Types of Investors (1/2) <ul><li>Institutional </li></ul>Fund Managers Corporations Sovereign Funds VCs NGOs Non-Profit Org Financial (Loans) JV Partners M&A Social VCs Holding Co. HQ (MNC) Gov. VCs Supply Chain Gov. Partnership PFI Competitors Franchisees www.myCNI.com.my www.OOBEY.com
    28. 28. Types of Investors (2/2) <ul><li>Retail </li></ul>Investor-Shareholders Employee-Shareholders Management-Shareholders Customer-Shareholders Distributor-Shareholders* Distributor-Entrepreneurs* www.myCNI.com.my www.OOBEY.com
    29. 29. Importance: Intelligence <ul><li>Two types: </li></ul>www.myCNI.com.my www.OOBEY.com P.R. Customers CRM Intelligence Deal with… P.R. Management Public Intelligence Deal with…
    30. 30. Intelligence: Types of Investors (1/2) <ul><li>Institutional </li></ul>Fund Managers Corporations Sovereign Funds VCs NGOs Non-Profit Org Financial (Loans) JV Partners M&A Social VCs Holding Co. HQ (MNC) Gov. VCs Supply Chain Gov. Partnership PFI Competitors Franchisees www.myCNI.com.my www.OOBEY.com
    31. 31. Intelligence: Types of Investors (2/2) <ul><li>Retail </li></ul>Investor-Shareholders Employee-Shareholders Management-Shareholders Customer-Shareholders Distributor-Shareholders* Distributor-Entrepreneurs* www.myCNI.com.my www.OOBEY.com
    32. 32. Intelligence: How do External Parties get their ‘INFO’? (1/2) Institutional Gov./Politics Customers Suppliers Economics AGM Market Research Internet* Annual Report Media Analysts Fund Managers Due Diligence NGOs Newsletter Spokespersons www.myCNI.com.my www.OOBEY.com
    33. 33. Intelligence: How do External Parties get their ‘INFO’? (2/2) Retail Gov./ Politics Customers Public Events Economics AGM Ads Internet* Annual Report Media Analysts Fund Managers Relatives Friends Pasar Malam Employees Employee Bloggers Mgmt Actions Newsletter www.myCNI.com.my www.OOBEY.com
    34. 34. Intelligence: How to Communicate? Self Reliant Need Help Seek Change Seek Stability Searchers Collaborators Streamliners Delegators www.myCNI.com.my www.OOBEY.com
    35. 35. Public Intelligence: What? <ul><li>Examples… </li></ul><ul><li>Record feedback and questions </li></ul><ul><li>Competitors’ PR communications </li></ul><ul><li>Top 10 Analysts’ views on Company </li></ul><ul><li>Top 10 Analysts’ views on Industry </li></ul>www.myCNI.com.my www.OOBEY.com
    36. 36. Public Intelligence: Why? <ul><li>Broad view of market </li></ul><ul><li>Less optimistic/review own assumptions </li></ul><ul><li>Upgrade IR function to be strategic </li></ul><ul><li>Feed Management discussions </li></ul><ul><li>Better and more relevant IR communications </li></ul><ul><li>Support (buy-in) </li></ul>www.myCNI.com.my www.OOBEY.com
    37. 37. Public Intelligence: Why? Revenue Growth Base Retention Share Gain Positioning Adjacent Market New Business Operational Excellence Product Leadership Customer Intimacy Competencies Information Systems Motivation, empowerment, alignment Financial Learning & Growth Internal Process Customers Investment Strategy Productivity Market Value www.myCNI.com.my www.OOBEY.com
    38. 38. Dangers of Intelligence… <ul><li>Also known as ‘Beware of Benchmarking’: </li></ul><ul><li>Big vs. Small company </li></ul><ul><li>Selective success stories </li></ul><ul><li>Correlation vs. Causal </li></ul><ul><li>Survey problems </li></ul><ul><li>Actionable vs. For-fun </li></ul>www.myCNI.com.my www.OOBEY.com
    39. 39. Intelligence: Survey Problems… <ul><li>“ In business after business, 60% to 80% of lost customers reported on a survey just prior to defecting that they were satisfied or very satisfied .” </li></ul>HBR March/April 1996 www.myCNI.com.my www.OOBEY.com
    40. 40. PR and Customer-Shareholders <ul><li>Retail </li></ul>Investor-Shareholders Employee-Shareholders Management-Shareholders Customer-Shareholders Distributor-Shareholders Distributor-Entrepreneurs www.myCNI.com.my www.OOBEY.com Affect Sales
    41. 41. Revisit – PR’s Key Roles <ul><li>Funds </li></ul><ul><li>Sales </li></ul><ul><li>Intelligence </li></ul><ul><li>Customer-shareholders </li></ul>Communication to bring in the Funds www.myCNI.com.my www.OOBEY.com
    42. 42. Revisit – PR’s Key Roles <ul><li>Funds </li></ul><ul><li>Sales </li></ul><ul><li>Intelligence </li></ul><ul><li>Customer-shareholders </li></ul>Communication to bring in the Sales www.myCNI.com.my www.OOBEY.com
    43. 43. The Four Roles of PR in Branding Why we are important to the branding process www.myCNI.com.my www.OOBEY.com
    44. 44. The Four Roles of PR in Branding <ul><li>Integrate Communications (Consistency) </li></ul><ul><li>Feed you, Feed me </li></ul><ul><li>External Communications </li></ul><ul><li>Bad News </li></ul>www.myCNI.com.my www.OOBEY.com
    45. 45. Role 1: Consistency Integration The Four Roles of PR in Branding and why we are important to the branding process www.myCNI.com.my www.OOBEY.com
    46. 46. What to Integrate? www.myCNI.com.my www.OOBEY.com 1. Aligning Organization To the Culture 2. Integrating External & Internal actions 3. Alignment and Consistency to the Strategy 4. Long-term Relationship Building efforts
    47. 47. Communications Integration and Consistency Communications Internal External Mgmt Distributors Suppliers Proactive Reactive Proactive Reactive COMM Tools COMM Tools www.myCNI.com.my www.OOBEY.com Employees Associations Universities NGOs Investors Media Government Public Authorities
    48. 48. Alignment & Consistency <ul><li>Mamak stall </li></ul>www.myCNI.com.my www.OOBEY.com
    49. 49. Alignment & Consistency <ul><li>&quot;Exactly what I need&quot; </li></ul><ul><li>Customized products </li></ul><ul><li>Personalized communications </li></ul><ul><li>&quot;They're very responsive&quot; </li></ul><ul><li>Preferential service and flexibility </li></ul><ul><li>Recommends what I need </li></ul><ul><li>&quot;I'm very loyal to them&quot; </li></ul><ul><li>Helps us to be a success </li></ul>&quot;They are the most innovative&quot; &quot;Constantly renewing and creative&quot; &quot;Always on the leading edge&quot; &quot;A great deal!&quot; Excellent/attractive price Minimal acquisition cost and hassle Lowest overall cost of ownership &quot;A no-hassles firm&quot; Convenience and speed Reliable product and service Product Leadership Operational Excellence Customer Intimacy www.myCNI.com.my www.OOBEY.com
    50. 50. Alignment & Consistency: Market Disciplines Operational Excellence (low cost producer) Ref: The Discipline of Market Leaders , Michael Treacy & Fred Wiersema; 1995 Product Leadership (best product) Customer Intimacy (best total solution) www.myCNI.com.my www.OOBEY.com
    51. 51. The McPlaybook* <ul><li>Make it easy to eat </li></ul><ul><li>50% drive-thru </li></ul><ul><li>Meals held in one hand </li></ul><ul><li>Make it easy to prepare </li></ul><ul><li>High Turnover </li></ul><ul><li>Tasks simple to learn & repeat </li></ul><ul><li>Make it quick </li></ul><ul><li>“ Fast Food” </li></ul><ul><li>Tests new products for Cooking Times </li></ul><ul><li>Make what customers want </li></ul><ul><li>Prowls market for new products </li></ul><ul><li>Monitored field tests </li></ul>*Adapted from: Businessweek , Februrary 5 th 2007 www.myCNI.com.my www.OOBEY.com
    52. 52. <ul><li>Product Leadership </li></ul><ul><li>New, state of the art products or services </li></ul><ul><li>Risk takers </li></ul><ul><li>Meet volatile customer needs </li></ul><ul><li>Fast concept-to- counter </li></ul><ul><li>Never satisfied - obsolete own and competitors' products </li></ul><ul><li>Learning organization </li></ul>Alignment & Consistency: Disciplines, Priorities, and KPIs <ul><li>Operational Excellence </li></ul><ul><li>Competitive price </li></ul><ul><li>Error free, reliable </li></ul><ul><li>Fast (on demand) </li></ul><ul><li>Simple </li></ul><ul><li>Responsive </li></ul><ul><li>Consistent information for all </li></ul><ul><li>Transactional </li></ul><ul><li>'Once and Done' </li></ul><ul><li>Customer Intimacy </li></ul><ul><li>Management by Fact </li></ul><ul><li>Easy to do business with </li></ul><ul><li>Have it your way (customization) </li></ul><ul><li>Market segments of one </li></ul><ul><li>Proactive, flexible </li></ul><ul><li>Relationship and consultative selling </li></ul><ul><li>Cross selling </li></ul>www.myCNI.com.my www.OOBEY.com
    53. 53. <ul><li>Operational Excellence </li></ul><ul><ul><ul><li>Move know-how from top performing units to others </li></ul></ul></ul><ul><ul><ul><li>Benchmark against best in class </li></ul></ul></ul><ul><ul><ul><li>Ensure operations training for all employees </li></ul></ul></ul><ul><ul><ul><li>Use disciplines like TQM for continuous learning to reduce costs and improve quality </li></ul></ul></ul>Alignment & Consistency: Market Disciplines www.myCNI.com.my www.OOBEY.com
    54. 54. Alignment & Consistency: Market Disciplines <ul><li>Customer Intimacy </li></ul><ul><ul><ul><li>Capture knowledge about customers </li></ul></ul></ul><ul><ul><ul><li>Understand customer needs </li></ul></ul></ul><ul><ul><ul><li>Empower front line employees </li></ul></ul></ul><ul><ul><ul><li>Ensure that everyone knows the customer </li></ul></ul></ul><ul><ul><ul><li>Make company knowledge available to customers </li></ul></ul></ul>www.myCNI.com.my www.OOBEY.com
    55. 55. <ul><li>Product Leadership </li></ul><ul><ul><ul><li>Reduce time to market </li></ul></ul></ul><ul><ul><ul><li>Commercialize new products fast </li></ul></ul></ul><ul><ul><ul><li>Ensure that ideas flow </li></ul></ul></ul><ul><ul><ul><li>Reuse what other parts of the company have already learned </li></ul></ul></ul><ul><ul><ul><li>Ensure there are multiple sources of funding </li></ul></ul></ul>Alignment & Consistency: Market Disciplines www.myCNI.com.my www.OOBEY.com
    56. 56. Alignment & Consistency: Market Disciplines Operational Excellence (low cost producer) Ref: The Discipline of Market Leaders , Michael Treacy & Fred Wiersema; 1995 Product Leadership (best product) Customer Intimacy (best total solution) www.myCNI.com.my www.OOBEY.com
    57. 57. Alignment & Consistency: Market Disciplines Operational Excellence (low cost producer) Ref: The Discipline of Market Leaders , Michael Treacy & Fred Wiersema; 1995 Product Leadership (best product) Customer Intimacy (best total solution) www.myCNI.com.my www.OOBEY.com
    58. 58. The 6 Sins of Greenwashing <ul><li>Sin of the Hidden Trade-Off </li></ul><ul><li>Sin of No Proof </li></ul><ul><li>Sin of Vagueness </li></ul><ul><li>Sin of Irrelevance </li></ul><ul><li>Sin of Fibbing </li></ul><ul><li>Sin of Lesser of Two Evils </li></ul>Study by: TerraChoice, December 2007 www.myCNI.com.my www.OOBEY.com
    59. 59. Role 2: Feed you, Feed me The Four Roles of PR in Branding and why we are important to the branding process www.myCNI.com.my www.OOBEY.com
    60. 60. Integrating Internal/External Internal External Feed Feed www.myCNI.com.my www.OOBEY.com
    61. 61. Integrating Internal/External <ul><li>Internal </li></ul><ul><li>Halal Committee </li></ul><ul><li>Social Education (e.g. SCK) </li></ul><ul><li>Umrah trip </li></ul><ul><li>China Trip </li></ul><ul><li>RBOS </li></ul><ul><li>CFA/HFA </li></ul><ul><li>Coffee Van </li></ul><ul><li>External </li></ul><ul><li>Sponsorship </li></ul><ul><li>Donations </li></ul><ul><li>News clippings </li></ul><ul><li>Newspaper Ads </li></ul><ul><li>MHI </li></ul><ul><li>Awards </li></ul><ul><li>Corporate Profile </li></ul><ul><li>AGM </li></ul><ul><li>Gov. Celebrity </li></ul><ul><li>Analyst research </li></ul>www.myCNI.com.my www.OOBEY.com
    62. 62. Integrating Internal/External <ul><li>Internal </li></ul><ul><li>Entrepreneur Dev. </li></ul><ul><li>Health products </li></ul><ul><li>Health education </li></ul><ul><li>“ Made in Malaysia” </li></ul><ul><li>Events </li></ul><ul><li>Media Celebrity </li></ul><ul><li>External </li></ul><ul><li>Website </li></ul><ul><li>DSAM </li></ul><ul><li>Yayasan </li></ul><ul><li>Publish Book </li></ul><ul><li>Social Education </li></ul><ul><li>Crisis Comm </li></ul><ul><li>Children Education </li></ul><ul><li>National interest </li></ul><ul><li>Analyst BD connections </li></ul>www.myCNI.com.my www.OOBEY.com
    63. 63. Role 3: External Communication The Four Roles of PR in Branding and why we are important to the branding process www.myCNI.com.my www.OOBEY.com
    64. 64. Communications Integration Communications Internal External Mgmt Distributors Suppliers Proactive Reactive Proactive Reactive COMM Tools COMM Tools www.myCNI.com.my www.OOBEY.com Employees Associations Universities NGOs Investors Media Government Public Authorities
    65. 65. Types of Investors (1/2) <ul><li>Institutional </li></ul>Fund Managers Corporations Sovereign Funds VCs NGOs Non-Profit Org Financial (Loans) JV Partners M&A Social VCs Holding Co. HQ (MNC) Gov. VCs Supply Chain Gov. Partnership PFI Competitors Franchisees www.myCNI.com.my www.OOBEY.com
    66. 66. Types of Investors (2/2) <ul><li>Retail </li></ul>Investor-Shareholders Employee-Shareholders Management-Shareholders Customer-Shareholders Distributor-Shareholders* Distributor-Entrepreneurs* www.myCNI.com.my www.OOBEY.com
    67. 67. How do External Parties get their ‘INFO’? (1/2) Institutional Gov./Politics Customers Suppliers Economics AGM Market Research Internet* Annual Report Media Analysts Fund Managers Due Diligence NGOs Newsletter Spokespersons www.myCNI.com.my www.OOBEY.com
    68. 68. How do External Parties get their ‘INFO’? (1/2) Institutional Gov./Politics Customers Suppliers Economics AGM Market Research Internet Annual Report Media Analysts Fund Managers Due Diligence NGOs Newsletter Spokespersons www.myCNI.com.my www.OOBEY.com
    69. 69. How do External Parties get their ‘INFO’? (2/2) Retail Gov./ Politics Customers Public Events Economics AGM Ads Internet* Annual Report Media Analysts Fund Managers Relatives Friends Pasar Malam Employees Employee Bloggers Mgmt Actions Newsletter www.myCNI.com.my www.OOBEY.com
    70. 70. How do External Parties get their ‘INFO’? (2/2) Retail Gov./ Politics Customers Public Events Economics AGM Ads Internet Annual Report Media Analysts Fund Managers Relatives Friends Pasar Malam Employees Employee Bloggers Mgmt Actions Newsletter www.myCNI.com.my www.OOBEY.com
    71. 71. How not to talk to Retail External Parties <ul><li>“ The holder [of a CAB certificate] may continue to serve regularly any point named herein through the airport last regularly used by the holder to serve such point prior to the effective date of the certificate. Upon compliance with such procedures relating thereto as may be prescribed by the Board, the holder may, in addition to the services hereinabove expressly prescribed, regularly serve a point named herein through any airport convenient thereto.” </li></ul>Civil Aeronautics Board, 1977 www.myCNI.com.my www.OOBEY.com
    72. 72. How not to talk to Retail External Parties <ul><li>“It has been determined not to be in the public interest that United Airlines continue to provide air transportation services between San Diego and San Antonio” </li></ul>“ I forbid United Airlines to fly between San Diego and San Antonio” www.myCNI.com.my www.OOBEY.com
    73. 73. What topics interest External Parties? www.myCNI.com.my www.OOBEY.com Acquisition target Layoffs Cost Cutting New Mgmt Treatment of Profits Consistency Ecology Economics Politics Strategy Alignment CSR- related Crisis Topics?
    74. 74. What topics interest External Parties? www.myCNI.com.my www.OOBEY.com Acquisition target Layoffs Cost Cutting New Mgmt Treatment of Profits Consistency Ecology Economics Politics Strategy Alignment CSR- related Crisis Topics?
    75. 75. What Events impact External Parties? www.myCNI.com.my www.OOBEY.com Politics Financial Announcements Shareholding changes Structure Accidents Economic Crisis Competitor Moves M&A New Plans Share- drop Events?
    76. 76. What Events impact External Parties? www.myCNI.com.my www.OOBEY.com Politics Financial Announcements Shareholding changes Structure Accidents Economic Crisis Competitor Moves M&A New Plans Share- drop Events?
    77. 77. E.g. Long-term relationship building activities <ul><li>Durian Party </li></ul><ul><li>Wisma Tour </li></ul><ul><li>Hampers </li></ul><ul><li>Umrah </li></ul><ul><li>China Factory Visit </li></ul><ul><li>Large Events </li></ul><ul><li>Donations to Media </li></ul><ul><li>Jakim visit </li></ul>www.myCNI.com.my www.OOBEY.com
    78. 78. Role 4: Bad News The Four Roles of PR in Branding and why we are important to the branding process www.myCNI.com.my www.OOBEY.com
    79. 79. Challenges of Public Relations <ul><li>Stake- vs. Share-holder* </li></ul><ul><li>Public Opinions </li></ul><ul><li>Global operations – difficult to explain </li></ul><ul><li>Increasing focus on ecological, social, ethical issues </li></ul><ul><li>Diverged expectations for same issue </li></ul><ul><li>What to do with Excessive Cash? </li></ul><ul><li>Superficial changes vs. Fundamental Changes </li></ul><ul><li>Investors depend on ‘hearsay’ vs. ‘facts’ </li></ul><ul><li>Share Price ≠ Market </li></ul><ul><li>R&D/M.S./HR vs. Investor Expectations </li></ul><ul><li>Opposing ‘Expert’ views </li></ul>www.myCNI.com.my www.OOBEY.com
    80. 80. PR Challenges <ul><li>“ Good news for stockholders can be bad news for other stakeholders.” </li></ul><ul><li>Gregory Miller, Assoc. Prof., Harvard Business School. </li></ul>www.myCNI.com.my www.OOBEY.com
    81. 81. Good News vs. Controllability Can Control Cannot Control Internal Attribution External Attribution  www.myCNI.com.my www.OOBEY.com ?  
    82. 82. Bad News vs. Controllability Can Control Cannot Control Internal Attribution External Attribution  www.myCNI.com.my www.OOBEY.com   
    83. 83. Media Options for Brand Building Old media, New media and everything in between www.myCNI.com.my www.OOBEY.com
    84. 84. COMMUNICATION ARCHITECTURE BRAND POSITIONING “ Tagline” KEY SUPPORTING MESSAGES KEY MESSAGES SPECIFIC TO INTERNAL/EXTERNAL SEGMENTS EMPLOYEES Image Development KEY SEGMENTS TARGET GROUPS SPECIFIC SEGMENT
    85. 85. KEY MESSAGES <ul><li>Who am I? </li></ul><ul><li>What do I offer? </li></ul><ul><li>Support? </li></ul><ul><li>End benefit(s) </li></ul><ul><li>Tagline: </li></ul>www.myCNI.com.my www.OOBEY.com
    86. 86. Touch Points Candidates/ Employees Gov./ Politics Customers Public Events Economics AGM Ads Internet* Annual Report Media Analysts Ex-employees Relatives Friends Pasar Malam Employees Employee Bloggers Mgmt Actions Newsletter www.myCNI.com.my www.OOBEY.com
    87. 87. Touch Pointsl Candidates/ Employees Gov./ Politics Customers Public Events Economics AGM Ads Internet Annual Report Media Analysts Ex-employees Relatives Friends Pasar Malam Employees Employee Bloggers Mgmt Actions Newsletter www.myCNI.com.my www.OOBEY.com
    88. 88. The Right Tools for the Job Reach of Communication Quality/Intensity of Communication Personal (exp) Personal (info) Impersonal (info) Individual Mass Mass Traditional, In-home, Out-Of-Home Mass Unconventional Mass Online www.myCNI.com.my www.OOBEY.com
    89. 89. The Right Tools for the Job Reach of Communication Quality/Intensity of Communication Personal (exp) Personal (info) Impersonal (info) Individual Mass Mass Targeted Conventional Mass Targeted Online E.g. Annual Reports, Analyst Briefings, IR Roadshows, IR Website www.myCNI.com.my www.OOBEY.com
    90. 90. The Right Tools for the Job Reach of Communication Quality/Intensity of Communication Personal (exp) Personal (info) Impersonal (info) Individual Mass Individual Targeted Conventional Individual Targeted Online www.myCNI.com.my www.OOBEY.com Contests One-on-One
    91. 91. Summary www.myCNI.com.my www.OOBEY.com
    92. 92. <ul><li>“… in the past 18 months, we have heard that profit is more important than revenue, quality is more important that profit, people are more important than profit, customers are more important than our people, big customers are more important than small customers, and that growth is the key to our success. No wonder our performance is inconsistent&quot; </li></ul>CEO, Anonymous www.myCNI.com.my www.OOBEY.com
    93. 93. Don’t forget… <ul><li>“ The business of business is Business, not Public Relations” </li></ul>www.myCNI.com.my www.OOBEY.com
    94. 94. What is the purpose of Marketing & Branding? Ultimate Objective of Marketing: “ Get more people, to buy more things, more frequently, at higher prices.” Sergio Zyman “ Retention and Loyalty are useless if No Conversion is happening.” www.myCNI.com.my www.OOBEY.com
    95. 95. Thank You. soft copy of slides: http://totallyunrelatedrandomanddebatable.blogspot.com/
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