Why the Branding People Don’t Understand the Boardroom
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Why the Branding People Don’t Understand the Boardroom

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Do you recognise this: A brand manager and his team have been working hard on the preparation of a rebranding. It’s initiated to support and convey the companies’ new strategy. However, in ...

Do you recognise this: A brand manager and his team have been working hard on the preparation of a rebranding. It’s initiated to support and convey the companies’ new strategy. However, in practice the change is visually only symbolised by a change of colours and some shapes, and the name stays the same.

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Why the Branding People Don’t Understand the Boardroom Document Transcript

  • 1. Why the Branding People Don’t Understand Boardroom Speak | LinkedIn pagina 1 van 1--> Startpagina Wat is LinkedIn? Nu lid worden Aanmelden Transform - discussions on rebranding Discussies Campagnes Vacatures Zoeken Meer... Discussie | Enquête 1 van 20 Volgende » Wilt u iets zeggen? Word gratis lid van LinkedIn om deel te nemen aan het gesprek. Wanneer u lid wordt, kunt u http://lnkd.in/Pppumm Of Aanmelden » commentaar geven en uw eigen discussies plaatsen. Why the Branding People Don’t Understand Boardroom Speak Do you recognise this: A brand manager and his team have been working hard on the preparation of a rebranding. It’s initiated to support and convey the companies’ new strategy. However, in practice the change is visually only symbolised by a change of colours and some shapes, and the name stays the same. Today’s the day to get final approval from the board: Marc C. ‘Please show the board the synopsis of the rebrand in 2 slides’. Obviously slide 1 is used to convey argumentation, and slide 2 for showing the new visual identity. And guess what: During the board meeting the discussion for rebranding starts all over again: ‘Can’t we change the logo a bit? How can this exercise be so expensive? Are we really generating more business with this? How about our employee engagement? Should we do it at all?’ I’d say many client teams and agencies know this struggle, going back and forward, and complaining that ‘the board’ doesn’t understand. Reality is different of course: The board gets a variety of presentations all the time across all disciplines, and they decide on that. If ‘we the brand people’ cause discussions, then we’re to blame! So why don’t ‘we the branding people’ don’t understand? I think it’s because we think it’s the most important thing in the world, which it isn’t. Also, the way we talk about it, and are being perceived, is that we’re passionate about branding, without too much factual evidence behind it. The challenge for the branding people is learn to talk board room ‘speak’: More facts and Transform - discussions on figures, combined with the soft argumentations that we’re so good at. rebranding is now an open group Andrew T. Alles weergeven » How about starting the plea for a rebrand or refreshment with: “ We’ve conducted research, more then stakeholder-research. A brand is our most important intangible asset, it lives in the mind of our customers and stakeholders. Managing these perceptions is an indirect process. On average 15% of the market cap of the largest companies is represented by brand value. And on average a brand is changed once every 7 years. On average, if we spend $ 1 to hire an Directielid agency, we have to spend $ 20 to execute the consequences of that decision, in managing the Manager implementation of that brand: Physical roll-out across all touch points, communication and BEKIJK INTERESSANTE Stagiair brand engagement with employees. What we have to discuss today is how we’re going to STATISTISCHE ensure that the $ 20 is spent well, by discussing roll-out scenarios. We have the following GEGEVENS LEDEN scenarios: …”. OVER DEZE I’m a believer in facts & figures, it’s board room speak. It’s what board members are used to. We must adapt to that. Unfortunately facts & figures are quite often not the reason why people have become ‘branding people’. Also, eductional systems are not aimed on this topic, at all. So GROEP 3.759 Statistische gegevens van de groep weergeven I don’t know how we’re going to do it, but we have to talk the board room talk. Moreover it’s » important, since if we don’t, other disciplines, like finance, IT or manufacturing are further increasing their importance at top level. In the end of the day it’s our professional responsibility to increase the importance of brand thinking and understanding at top level. So my question to you is: Who will take over the pen by coming up with suggestions to improve our brand management educational systems? 10 dagen geleden Interessant Commentaar Volgen Markeren Meer Andrew T., André S. en 2 anderen vinden dit interessantHelpcentrum Over LinkedIn Pers Blog Advertenties Talent Solutions Hulpmiddelen Mobiel Ontwikkelaars Media Taal SlideShareLinkedIn-updates LinkedIn Antwoorden LinkedIn Vacatures Vacaturelijst Bedrijvenlijst Groepenlijst Lijst met vaardigheden Lijst met dienstverleners TitellijstLinkedIn Corporation © 2012 Gebruikersovereenkomst Privacybeleid Cookiesbeleid Auteursrechtenbeleidhttp://www.linkedin.com/groups/Why-Branding-People-Don-t-2349672.S.188564432?... 3-12-2012