Het Identiteitscongres - 26-03-2013 - Met hoofd, hart en handen - Silke Lock

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Het Identiteitscongres - 26-03-2013 - Met hoofd, hart en handen - Silke Lock

  1. 1. Met hoofd, hart & handenVia internationale verhalen & regionale activatienaar een herkenbare & toepasbare identiteitSilke Lock, Maart 2013 1
  2. 2. Agenda De Lage Landen in a nutshell The brand journey Research through storytelling Brand engagement and activation Learnings 2
  3. 3. In a nutshell  Founded in 1969  100% subsidiary of the Rabobank Group  Worldwide network – Active in more than 35 countries  More than 5,400 FTE – Of which 80% outside the Netherlands  Financial results 2012: – Total credit portfolio EUR 30,8 billion (+5%) – Net profit EUR 365 million (+20%) 3
  4. 4. Our solutions Vendor Finance Financial & Mobility Solutions Food & Agriculture Car Lease Construction, Transportation Consumer Finance & Industrial Office Technology Factoring / ReceivablesHealthcare & Clean Technology Equipment Leasing 4
  5. 5. 5
  6. 6. Agenda De Lage Landen in a nutshell The brand journey Research through storytelling Brand engagement and activation Learnings 6
  7. 7. Animation movie brand journey ----------------------------------------------------------------------------------------(1969) From 5 people to +5000 members worldwide (2013) To bring it acrossWe are growing we develop a new look and feel – one face, one voice.-------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------We become One DLL With a creative campaign, a tagline,We are evolving and a user-friendly toolbox of materials-------------------------------------------------------------------------------------- everybody will be able to tell our story.Our brand journey has begun. ----------------------------------------------------------------------------------------We are discovering our unified, global proposition DLL will become more visible and outspoken-------------------------------------------------------------------------------------- and all of us will live our brand.We asked ourselves what makes us unique. ----------------------------------------------------------------------------------------What is our joint story? Our intrinsic value------------------------------------------------------------------------------------ will become tangible for our partners.We collected more than 600 stories ----------------------------------------------------------------------------------------through interviews, regional sessions, and a survey. To focus on our strengthswith customers and members worldwide To be more connected(1000+ customers, members, and leaders) To have more impact-------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------We pinpointed what DLL stands for, our purpose Through living the brandOur “DNA” is recognized by everyone We are One DLL 7
  8. 8. Principles driving a purposeful brand journey1. BALANCE INSIDE-OUT & 2. LEVERAGE THE POWER 3. ENGAGING OUTSIDE-IN OF STORYTELLING STAKEHOLDERS Nuggets from the Stories uncover Throughout the processcompany DNA & values emerging patterns in commitment and as well as from attitudes and ownership is ensured customers are distilled motivations 8
  9. 9. Agenda De Lage Landen in a nutshell The brand journey Research through storytelling Brand engagement and activation Learnings 9
  10. 10. Research through storytelling Scope & Explore Positioning Scenarios Stakeholder Regional WorkCore Team Meetings interviews Sessions Online survey Opportunity area A Opportunity area B 10
  11. 11. Regional Working sessionsAsia Pacific USA EuropeBUILDAlignment on stakeholder Short list of themes Clear winning quadrant Opportunity Areas Enrichedinterview conclusions within opportunity spaces 11
  12. 12. Online survey Mass qualitative narrative approach Develop relationships Exposure to opportunity area A or B Non directive story elicitation Story evaluation and signifiers Analysis: iterative process with qualitative story analysis and statistics Close the deal Provide the best solution 12
  13. 13. Start voice recordings customer quotes 13
  14. 14. Brand PurposeBrand Identity 14
  15. 15. Purposeful Positioning (example) The transformational power of paint From: Selling tins of paint To: Selling tins of optimism “Adding colour to peoples lives”Unleashing Global Marketing Potential™Purposeful Positioning • Page 15
  16. 16. Discussie Uw ervaring met Storytelling als onderzoeksmethode? Of in het algemeen als een methode om het merk te verduidelijken en te laden? Pro’s en con’s van Storytelling? Vragen? 16
  17. 17. Agenda De Lage Landen in a nutshell The brand journey Research through storytelling Brand engagement and activation Learnings 17
  18. 18. 2nd round regional working sessionsValidation of brand purpose & ID Clear understanding On-brand behavior & IS – IS NOT compelling activation ideas 18
  19. 19. Sales kick-off: unlocking our value proposition Head Direction “I understand it” Heart Purpose “I believe in it” Commit “I want to do it” Hands Action 19
  20. 20. Sales kick-off flow Day 1 Day 2 General Openings Acceleration Industry Strategies presentations Inspiration and gallery walks DLL Proposition Presentation Clarification Activation Customer stories, Is – is not exercise Idea creation sessions: bringing the brand proposition to life Application in your industry Group exercise Idea gallery & competition Making your own connection to the DLL proposition External Closing Application Celebration External speaker 20
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  22. 22. Discussie Uw ervaring met interactieve merkactivatie? Zou dit in uw bedrijf werken? Pro’s en con’s van deze bottom-up aanpak? Andere mogelijkheden / werkvormen? Vragen? 22
  23. 23. Agenda De Lage Landen in a nutshell The brand journey Research through storytelling Brand engagement and activation Learnings 23
  24. 24. Principles driving a purposeful brand journey1. BALANCE INSIDE-OUT & 2. LEVERAGE THE POWER 3. ENGAGING OUTSIDE-IN OF STORYTELLING STAKEHOLDERS Nuggets from the Stories uncover Throughout the processcompany DNA & values emerging patterns in commitment and as well as from attitudes and ownership is ensured customers are distilled motivations 24
  25. 25. 1. BALANCE INSIDE-OUT & OUTSIDE-IN Bringing the inside out: Reveal the unique DNA, and make it tangible and relevant. Bringing the outside in: Create credibility & understanding by using the customer voice. Always sense-check inside & outside: Discover global relevancy & local nuances. Instant internal unification – step by step implementation: Transition map for markets with gap. 25
  26. 26. 2. LEVERAGE THE POWER OFSTORYTELLING It’s easier to talk about products than services: Stories bring services to live, but to get them extra effort is needed. B2B employees tend to be rational and content-driven: Story telling taps into the right side of the brain. 26
  27. 27. 3. ENGAGING STAKEHOLDERS Engage deep & wide from the beginning: The purpose as the inspiring inner-drive, instead of an external varnish. Create awareness & enthusiasm – “more than a logo” In B2B & services impact comes through behavior: Always take a long term perspective on implementation. Be humble about what a brand is & does: There is no real B2B CMO and brand-driven business is not evident. The purpose needs to fuel and express the business strategy & culture. 27
  28. 28. What’s next – integrate & express Communication: Visual design: Brand manifesto, company stories, House style, photography, materials, key messages, tone of voice, offices, digital experience PR, sponsoring & CSR connect 360° DLL Brand align Behavior: Strategy: People, culture, values Partnerships, products & services, innovations 28
  29. 29. Discussie Uw ervaringen en inzichten op dit gebied? Aanvullingen? Vragen? 29

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