Slides from a speech given by Brandworkz Founder and CEO Jens Lundgaard at Technology for Marketing and Advertising 2014 at London'd Earls Court 2 about how to align your internal teams behind your brand and marketing.

1. © 2014 Brandworkz Ltd
Aligning your internal teams
behind your brand and marketing

2. .70,000 monthly downloads for
press & media
ShareandDistribute GovernandAutomate
Marketing production centre for 800
fitness centers. 600% usage increase
Key Brand Communication Challenges
AlignandEducate
Aligning internal teams behind the
brand positioning in 42 countries

3. Brand disconnect
3

4. Align and Educate
Aligning the internal to assist the external

5. 5
 Icebreaker retails in 42 countries,
2,000 retail outlets
 Lack of product knowledge at
retailer level
 Inconsistent, marketing, POS
materials used
 Inconsistent stories told by sales
staff
 High price point

6. Educate on your brand stories
6

7. Give employees and partners the tools they need
7

8. Don’t forget about your best Brand Ambassadors,
internal employees
8

9. Icebreaker’s ROI
9
Before Brandworkz After Brandworkz Approx.
value/year
80 ad-hoc requests/briefs per
month
4 ad-hoc requests per month $ 100,000
Time-to-market for new collections/products reduced by 1 month $ 2,000,000
Use of out-of-date/licence
imagery
These problems virtually
eradicated
Undisclosed
($tens
thousands)
Marketing and creative department can now concentrate on
creating strategic, highly-effective marketing toolkits for
retailers, thereby increasing sales
Undisclosed
($millions)

10. 10
 International property consultancy
 In 70 countries & 1000 locations
 Grown quickly through acquisition
 Decentralised marketing structure
 Problems unifying disparate
marketing teams

11. Common platform for Brand Education, Comms and Operations
11

12. Create sense of community
12
• Who‟s Who
• Blog/
commenting
• Knowledgebase
• Alerting
• Best practise
sharing

13. Facilitate sharing and collaboration
13

14. Jones Lang LaSalle’s Results
14
“People can see they are part of something bigger, yet they won‟t lose their
autonomy. The system also gives our marketers the tools to support and drive
sales. Local teams, after all, know best what works in their home markets”
Brant Long, Global Brand Director
Won Best Performing Property Brand award at MPF Awards for Management
Excellence 2013.
Reason for winning:
• Greatest improvement in brand value over previous year.
• Calculated by Brand Finance using „Royalty Relief‟ methodology.
(method approved by tax authorities, stock exchanges and regulators).
• MPF (Managing Partners Forum)

15. Importance of usability and
on-brand experience in an online portal

16. Transitions Optical – old system
16
• Virtually no usage
of it as people
rebelling against it
due to lack of
intuitive interface
and ugliness.
• No sharing between
countries.
• Marketing team
overloaded with
manual requests
and firefighting
against off-brand
behaviour.

17. 17
Transitions Optical – new system
• 250 active users in
marketing and
partner community
• Sharing of best
practice between
countries
• ~ 2500 logins per
month
• $500,000 saving
annually compared to
old system

18. Aetna – Old system
18
• Users rebelling
• Difficult to use
• No sense of
community or pride
whatsoever
• Not leading by
example

19. Aetna – new system
19
• 17,000 unique users
(1/2 of all employees!)
• It‟s informing all new
employees about
mission, vision,
behaviour, etc.
• Company is increasing
their positive
differentiation in the
marketplace

20. Internal Brand Alignment Equation
Internal brand alignment
=
Engaged, productive, & focused
employees
=
Delighted and loyal customers
20

21. Key Takeaways
1. Don’t spend all your time on external
marketing and brand building,
balance with internal
2. Create an online brand/marketing space to
educate and to provide implementation tools
to marketing, sales, PR, partners as well as general employees
3. Make the online space nice and make it
useful so people want to use it!
21

22. 22
OUR WOOL FACTORY

23. Q&A
Stand D50 020 7288 9700 www.brandworkz.com