Reinventing the corporate essence of DSM26 Maart 2013, Identiteitscongres@JosvHaastrechtDirector Global Branding and Integ...
DSM - Key activity areasHealthAdvanced, cost-effective health and medicalinnovations, and healthier food and beverages, to...
DSM’s global presenceWorld total: 23,500 employees North America: 5,000 employees                                 China:  ...
Agenda•   Why repositioning? The context•   Enterprise Brand – The binding factor•   Collective effort – Alignment essenti...
1. Successful transformation track record                        Commodity         Specialty       Life Sciences &   Coal ...
2. Global societal trends drive DSM strategy Health & Wellness             Global shifts            Climate & Energy  Agei...
3. Step change in sustainability approach                             Opportunity-seeking                                 ...
4. Closing the gap towards desiredperception Perception in 2008/2009                                Desired PerceptionChem...
5. Before 2011: Non-coherent and overlycomplex brand hierarchy
Agenda•   Why repositioning? The context•   Enterprise Brand – The binding factor•   Collective effort – alignment essenti...
Brand related to higher purposeOccupying the MINDS, HEARTS and SPIRITSof current and future stakeholders withan aligned Mi...
The essence of the reinvented DSM brand                       Enterprise                       Brand DNA                  ...
Business strategy   DSM Enterprise Brand DNA in context    Trends &                                                Societa...
DSM Enterprise Brand DNA:The meaning of the elements                                      The reason we exist – Our Purpos...
MissionOur purpose is to create brighter lives forpeople today and generations to come.We connect our unique competences i...
Sustainability: core valuePeople: improving people’s lives through DSM’sactivities, products and innovations (People+).Res...
Culture and Behaviors
DSM Enterprise Brand DNA: The core                                   Mission                       What we stand for and w...
DSM Brand Personality
Brand PromiseDSM is a science-based company committed to creating solutions withits partners and customers to bring health...
Agenda•   Why repositioning?•   Enterprise Brand – the binding factor•   Collective effort – Alignment Essential•   Transl...
Creating Shared Value with our key stakeholders                                                                         Mo...
Collective effort – stakeholder alignment essentialBrand Promise-Personality-Mission-Vision-Core Value-Culture Processes, ...
DSM brand – 360 degrees manifestation  Stakeholder Engagement            Marketing, Communications,  & Strategic Partnersh...
Agenda•   Why repositioning? The context•   Company Brand – the binding factor•   Collective effort – Alignment essential•...
Employee Brand Touch Point Wheel                                              Exit           Campus                       ...
The essence of ourEmployee Value Proposition   Working for DSM is about doing something meaningful to improve people’s liv...
The employment deal          • Meaningful                                   • Passion for            work                 ...
Employment deal:What can people expect of DSM?• The mission is more than words – it drives the thinking and  activities of...
What is expected of employees in return?  • To act in line with our core value  • To have a passion about sustainability a...
Agenda•   Why repositioning?•   DSM company brand – The binding factor•   Collective effort – Alignment essential•   Trans...
Employee Performance, Engagementand Recognition• Clear set of behaviors to reflect EVP and Culture• MB/Leadership Incentiv...
Global World Food ProgramEmployee assignments
Global Bright Science. Brighter Living.Awards Programs
Global Storytelling Programs“Having grown up in a country ravaged by     “DSM helped brighten my life, and now I getwar an...
Some Engagement Results• In 2012:   – 87% understands why Sustainability is important for DSM   – 72% of the employees fin...
“We cannot besuccessful nor canwe call ourselvessuccessful in asociety that fails”Feike Sijbesma,CEO/Chairman of theManagi...
More information on DSM        dsm.com        linkedin.com/company/DSM        twitter.com/DSM        facebook.com/DSMcompa...
Jos van HaastrechtTwitter: @JosvHaastrecht
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Het Identiteitscongres - 26-03-2013 - Plenair - Reinventing de corporate essentie van DSM - Jos van Haastrecht

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Het Identiteitscongres - 26-03-2013 - Plenair - Reinventing de corporate essentie van DSM - Jos van Haastrecht

  1. 1. Reinventing the corporate essence of DSM26 Maart 2013, Identiteitscongres@JosvHaastrechtDirector Global Branding and Integrated Communications
  2. 2. DSM - Key activity areasHealthAdvanced, cost-effective health and medicalinnovations, and healthier food and beverages, to meetthe needs of a growing and ageing global populationNutritionWorld’s leading producer of vitamins and nutritionalingredients meeting the growing need for morenutritious and more sustainable food and animal feedMaterialsEnabling lighter, stronger, more advanced and moresustainable performance materials
  3. 3. DSM’s global presenceWorld total: 23,500 employees North America: 5,000 employees China: 3,500 employees Europe: 13,000 employees India: 500 employees Latin America: 1,000 employeesPage 3
  4. 4. Agenda• Why repositioning? The context• Enterprise Brand – The binding factor• Collective effort – Alignment essential• Translating Brand into Employee Value Proposition• Continuous process – Closed loop approach
  5. 5. 1. Successful transformation track record Commodity Specialty Life Sciences & Coal Mining Chemicals Chemicals Materials Sciences 1902 1975 2011 2010/11: Making the next leap in the Strategy: “DSM in Motion: Driving Focused Growth”
  6. 6. 2. Global societal trends drive DSM strategy Health & Wellness Global shifts Climate & Energy Ageing population Population growth Resources constraints Healthcare costs Urbanization Energy security Food security Wealth Sustainability Health Nutrition Materials
  7. 7. 3. Step change in sustainability approach Opportunity-seeking Creating Value Meeting the challenges of global society ‘doing well by doing good’Process Product Securing Value Robust DSM systems and processes Risk-reduction 7
  8. 8. 4. Closing the gap towards desiredperception Perception in 2008/2009 Desired PerceptionChemical company - diversified Life Sciences and Materials Sciences companyTechnical focus Market focusDutch InternationalReticent ConfidentUnknown or misunderstood Close Clear and engaging, open and transparentFunctional and passive the gap Dynamic, energetic and inspiringRisk averse OptimisticBasic Benefit-orientedCorporate Emotive and HumanInternally oriented Customer oriented; outside-in Innovative Sustainable Solutions which meetSustainable and Innovative societal trends AlreadyGenuine there GenuineTrustworthy and reliable Trustworthy and reliable
  9. 9. 5. Before 2011: Non-coherent and overlycomplex brand hierarchy
  10. 10. Agenda• Why repositioning? The context• Enterprise Brand – The binding factor• Collective effort – alignment essential• Translating Brand into Employee Value Proposition• Continuous process – closed loop approach
  11. 11. Brand related to higher purposeOccupying the MINDS, HEARTS and SPIRITSof current and future stakeholders withan aligned Mission, Values, and Culture.
  12. 12. The essence of the reinvented DSM brand Enterprise Brand DNA Functions and Product Brands StakeholdersPage 12
  13. 13. Business strategy DSM Enterprise Brand DNA in context Trends & Societal trends Strategy Mission Culture & Behavior DSM company Brand Promise Core Value brand DNA Brand Personality Positioning brand visual verbal activityexpression architecture brand brand descriptors Brand identity identity
  14. 14. DSM Enterprise Brand DNA:The meaning of the elements The reason we exist – Our Purpose Mission The culture and behaviors that are What we stand for and what key to fulfilling our mission Culture & Behavior we aim to achieve Brand Promise Core Value Brand Personality The shared value that supports our mission The style, tone and characteristics of our brand Positioning Our intended position in the hearts and minds of our stakeholders
  15. 15. MissionOur purpose is to create brighter lives forpeople today and generations to come.We connect our unique competences inLife Sciences and Materials Sciences to createsolutions that nourish, protect and improveperformance.
  16. 16. Sustainability: core valuePeople: improving people’s lives through DSM’sactivities, products and innovations (People+).Respect for people and recognition of theirfundamental rights.Planet: improving the environmental footprintthrough DSM’s activities, products and innovations(ECO+) (more value with less environmentalimpact)Profit: creating profitable business and value forDSM’s shareholders while meeting DSM’s objectivesto provide solutions to global societal needs.
  17. 17. Culture and Behaviors
  18. 18. DSM Enterprise Brand DNA: The core Mission What we stand for and what Culture & Behavior we aim to achieve Brand Promise Core Value Brand Personality The style, tone and characteristics of our brand Positioning
  19. 19. DSM Brand Personality
  20. 20. Brand PromiseDSM is a science-based company committed to creating solutions withits partners and customers to bring healthier, better performing andmore sustainable products to the lives of people today and forgenerations to come.
  21. 21. Agenda• Why repositioning?• Enterprise Brand – the binding factor• Collective effort – Alignment Essential• Translating Brand into Employee Value Proposition• Continuous effort – Closed loop approach
  22. 22. Creating Shared Value with our key stakeholders More engagement andDelivering differentiation reward working for ato provide better solutions company enabling ato the challenges facing POTENTIAL contribution to a bettersociety world EMPLOYEES CUSTOMERS AND EMPLOYEES PROSPECTS KEY OPINION LOCAL LEADERS COMMUNITIES SHAREHOLDERS AND INVESTORS NGOs UNIVERSITIES AND RESEARCH GOVERNMENTS INSTITUTES Sustainable growth Solving key and profitability SUPPLIERS societal challenges Page 22
  23. 23. Collective effort – stakeholder alignment essentialBrand Promise-Personality-Mission-Vision-Core Value-Culture Processes, Tools, Verbal Identity, Visual Identity, and Behavorial FrameworkCustomers Shareholders Employees CommunitiesMarketing/BGs/Coms Investor Relations/Coms HR/Coms PA/CSR/HR/ComsShared Value Shared Value Shared Value Shared Valuepriorities priorities priorities prioritiesProcess - People - Process – People - Process - People - Process – People -Communication Communication Communication CommunicationTactical Tactical Tactical Tacticalinitiatives initiatives initiatives initiatives
  24. 24. DSM brand – 360 degrees manifestation Stakeholder Engagement Marketing, Communications, & Strategic Partnerships Tools Processes, Products & Services People, Culture & Behaviors
  25. 25. Agenda• Why repositioning? The context• Company Brand – the binding factor• Collective effort – Alignment essential• Translating Brand into Employee Value Proposition• Continuous process - Closing the loop
  26. 26. Employee Brand Touch Point Wheel Exit Campus interviews recruitment Retention Career Internship Awareness development Performance Career review Pre- site Application Post- Experience Application Management Experience Company behavior brandCommitment Consideration EVP/Brand Informing/ involving Invitation people letter Application Experience Introduction Engagement Interview Preference Rejection Assessment Contract letter handling Page
  27. 27. The essence of ourEmployee Value Proposition Working for DSM is about doing something meaningful to improve people’s livesPage 27
  28. 28. The employment deal • Meaningful • Passion for work Triple P • Respect for • Act responsibly People • Etc • Etc What is What can expected employees from our expect from employees DSM? in return? What do we What are need to do the reasons to make this to believe? a consistent reality? •ECO+/PEOPLE+ • Rewards products • Training • Leader in Dow • Communication Jones Sust. • Etc IndexPage 28
  29. 29. Employment deal:What can people expect of DSM?• The mission is more than words – it drives the thinking and activities of the company.• Opportunity to do work that contributes in a real way to improving people’s lives and solving the challenges facing the world today.• Respect for the importance of health and wellbeing – a company that looks for ways to enhance the working environment and make it a safe and inspiring place to work.Page 29
  30. 30. What is expected of employees in return? • To act in line with our core value • To have a passion about sustainability and doing something meaningful to improve people’s lives. • To have an external orientation – scanning for opportunities and fresh thinking. • To be agile and innovative problem solvers (improve, innovate & change). • To have courage and conviction to take bright ideas and execute them.Page 30
  31. 31. Agenda• Why repositioning?• DSM company brand – The binding factor• Collective effort – Alignment essential• Translating brand into Employee Value Proposition• Continuous process - Closing the loop
  32. 32. Employee Performance, Engagementand Recognition• Clear set of behaviors to reflect EVP and Culture• MB/Leadership Incentives related to sustainability targets – ECO+ products – Energy-efficiency improvement – Employee Engagement Index• Employee Engagement programs related to World Food Program awareness and fund raising• Global World Food Program Employee Assignment programs• Award Programs• Storytelling: engagement via social media• etc
  33. 33. Global World Food ProgramEmployee assignments
  34. 34. Global Bright Science. Brighter Living.Awards Programs
  35. 35. Global Storytelling Programs“Having grown up in a country ravaged by “DSM helped brighten my life, and now I getwar and malnutrition, I wanted to work for to help DSM in delivering our bright sciencea company that contributes to a better to a world that needs it.”world.”
  36. 36. Some Engagement Results• In 2012: – 87% understands why Sustainability is important for DSM – 72% of the employees find DSM’s commitment for sustainability genuine. – 74% of the employees understand the DSM brand promise and could explain it to a colleague – 73% of the employees know how they can contribute to the DSM brand promise with their daily work and activities – 70% of the employees find that the DSM leadership acts as a role model in living the DSM core value and brand promise – 72% of the employees recommends DSM as an employer of choice
  37. 37. “We cannot besuccessful nor canwe call ourselvessuccessful in asociety that fails”Feike Sijbesma,CEO/Chairman of theManaging Board
  38. 38. More information on DSM dsm.com linkedin.com/company/DSM twitter.com/DSM facebook.com/DSMcompany flickr.com/DSMcompany youtube.com/DSMcompany
  39. 39. Jos van HaastrechtTwitter: @JosvHaastrecht

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