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The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
The Making Of An Inspiring Brand
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The Making Of An Inspiring Brand

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Lessons from our research project on what makes a brand inspiring. Over 1700 respondents provided input making for a very relevant and robust report. First published in Forbes on May 27, 2010.

Lessons from our research project on what makes a brand inspiring. Over 1700 respondents provided input making for a very relevant and robust report. First published in Forbes on May 27, 2010.

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  • Transcript

    • 1. Make your company care again.
    • 2. 50% of the brands recognized by consumers as inspiring outperformed the S&P 500 by an average of 45%.
    • 3. What does it mean to be an inspiring company? • Inspiration Blvd., conducted a year long survey to better understand - what the value is for being an inspiring company - what the best practices are for an inspiring company • The ndings were rst published in Forbes on 5/27/2010
    • 4. Most Inspiring Companies Findings • 1700 consumers were asked to name the Most Inspiring Companies in America and what made them so • Over 1,030 explained in detail totaling over 10,000 words • The most common thread for these Most Inspiring Companies was alignment between the principles of inspiration and their business goals
    • 5. One or more of these seven principles of inspiration was identi ed. • Authenticity • Affirmation • Potential/Vision • Story • Markers • Credibility • Servant Leadership
    • 6. Value Pro t Chain • Inspirational Principles serve to align customer engagement, employee attitude, and brand. Progress Affirmation Customer Sentiment Story Credibility Employee Attitude Inspirational Brand Vision Platform Serving Authenticity
    • 7. When there is not alignment • Lack of Authenticity = duplicity • Lack of Affirmation = criticism and cynicism • Lack of Vision = impulsivity • Lack of Story = limited to organic growth • Lack of Progress = paranoia and fear • Lack of Credibility = no loyalty • Lack of Servant leadership = low engagement
    • 8. • A company can choose to be inspiring by aligning it’s business goals with the principles of inspiration to - make the world a better place - intrinsically motive employees and customers to want to participate
    • 9. About Inspiration Blvd. We create alignment between the principles of inspiration and the business goals of any organization.
    • 10. What we provide Creative tactics and What production of marketing assets. Creative Strategies to How carry message Inspirational Why Alignment to business goals
    • 11. Methodology • Discover the inspirational aspects of the brand. • Align the business goals of the organization with the seven principles of inspiration. • Create a platform of inspiration - Campaign to carry message - Assimilate inspirational promise into the life and work of employees - Deploy external campaign for customer/donor engagement
    • 12. Some Examples
    • 13. Four Categories of Most Inspiring Companies Dreamers Do-gooders Aspirational and tap into the dreams of others. Make the world a better place. Heroes Made difficult decisions based on values. Lovers Deep affection for their employees who in turn love their customers.
    • 14. Do-gooder 5% of pre-tax profits donated to communities.
    • 15. Dreamer Taps into the aspirations of its employees through brand clinics.
    • 16. Lover Employees sense a genuine commitment from corp. leadership.
    • 17. Hero Stood by their conviction.
    • 18. We had the data, so we did something with it.
    • 19. Inspiration Index • The ndings in the Most Inspiring Companies survey called us to build an Inspiration Index • Quantitative and qualitative data is gathered from employees, customers, and key stakeholders • Inspiration gaps between all three points (key stakeholders, customers, and employees) are established
    • 20. Creative Strategy Services • Mediated brainstorms led by our creative team to create communications tactics. • These may include: - Initiative brand positioning and tone - Online and Offline campaign strategies - Roadmap for recommendations
    • 21. Creative Production Services • Identity and Logo Design • Online design and Development • Mobile Design and Development • Social Design and Execution • Print Design
    • 22. Other supporting services • Onboarding strategies for engaging new associates into seven principles of inspiration as they relate to Abbott’s inspirational brand platform • Interactive strategies to reinforce brand assimilation, i.e., team competition • Real time and virtual brand-engagement events • Activity guide for team leaders to use to help make engagement interactive and fun
    • 23. Potential Outcome • Listed in Forbes as a Most Inspiring Company in 2011 when scores are achieved • A promise to increase employee engagement and an attributable incremental growth of top line revenue
    • 24. Time line for methodology • Deploy surveys to associates and customers (weeks 1-6) • Conduct in-depth interviews with key leadership and equity interests (weeks 1-6) • Identify the inspiration-gap and index accordingly (weeks 7-9) • Create inspirational brand platform (weeks 10-12) • Brand assimilation strategies deployed weeks 13- 52
    • 25. Let’s inspire your company.
    • 26. Appendix
    • 27. Strategic Rationale • 50% of the brands recognized by consumers as inspiring outperformed the S&P 500 by an average of 45% • Earnings per share of companies with high employee trust out performed low trust companies by 186% (WatsonWyatt.com) • 3 out of 5 employees don’t trust their manager out of 13,000 surveyed
    • 28. Seven Principles of Inspiration • Authenticity - con dent and comfortable with who you are. - Transparent - Genuine - Consistent
    • 29. Seven Principles of Inspiration • Affirmation - a willingness to overtly express and receive appreciation for speci c character traits.
    • 30. Seven Principles of Inspiration • Vision - the tension between what is and what is possible that can ignite a sustainable passion for all constituent groups.
    • 31. Seven Principles of Inspiration • Story - the use of metaphor, allegory, symbols, and drama to communicate and perpetuate the signi cance of our work.
    • 32. Seven Principles of Inspiration • Progress - the sequential steps in the pathway of growth that serve as milestones and guardrails as we head towards a certain destination.
    • 33. Seven Principles of Inspiration • Credibility - a willingness to put a stake in the ground, some value, that you are willing to never compromise no matter the price.
    • 34. Seven Principles of Inspiration • Servant leadership - having a willingness to include others into the process of decision making and ultimately provide what’s in the best interest of the other person.

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