Review of phase 1 of Acumen's rebranding review illustrating strategy and parallel organizational development efforts.

1. ACUMEN
Phase 1 Review

2. Meeting Agenda
 Recap
 Review
 Relate

3. Not A BD Meeting

4. Real Estate Meeting

5. Brand Definition

6. Acumen Success
Our success is based on client satisfaction, great people and quality
product deliverables that rely on a seamless, often ground-breaking,
interface between information technology and engineering.

7. Inattentional Blindness
When we focus strongly on one thing, causing us not to see other things in sight.

8. The Vision & Goal:
Greater Success
& Great Place To Work

9. The Challenge:
Public sector to private sector

10. The Challenge:
Generating private sector revenue

11. Mass exodus
MMm

12. Reasons?

13. Reasons?

14. Reasons?

15. Employees Distinguish

16. Reasons To Stay

17. Reasons?

18. Reasons?

19. Reasons?

20. Office/Field
Assimilation Enculturation

21. Office/Field
Assimilation Enculturation

22. Office/Field
Acumen headquarters

23. Turning Point…

24. The Challenge:
Organizational Development
The application of social science techniques to plan change in organizational
settings for the purpose of enhancing organizational effectiveness and the
development and well-being of individuals.

25. 25
The Challenge:
Culture Change

26. 26
The Challenge:
Culture Change

27. 27
Culture Change

28. 28
Culture Change

29. 29
Objectively & accurately assess organizational inefficiency…
Process Loss
Process loss – reduction in group performance
due to group processes, dynamics, or structure.

30. 30
Process Loss

31. 31
Company Hygiene
Satisfaction and dissatisfaction were not two opposite extremes of the same sequence, but
two separate entities caused by quite different facets of work – these were labelled as
“hygiene factors” and “motivators”.
Hygiene factors are characterized as extrinsic components of job design that contribute to
employee dissatisfaction if they are not met (i.e., expectations).
Examples include: supervision, working conditions, company policies, salary, and relations
with co-workers. Motivators, however, are intrinsic to the job itself and include aspects such
as achievement, development, responsibility and recognition.

32. 32
Company Hygiene

33. 33
We Create It

34. 34
Big Branding
Inspired Walter’s vision of ACUMEN occupying “Blue Ocean” space –
unoccupied market space in which one’s brand is synonymous with a
uniqueness of service or product that creates brand attraction.

35. 35
Brand Awareness

36. Brand Appeal

37. 37
Crossroad

38. 38
The solution: Rebrand

39. 39
Mission Statement

40. Acumen’s Purpose?

41. Brand Values

42. Brand Authenticity

43. Brand Messaging

44. Hyper Focused

45. 45
Acumen’s Purpose/Internally

46. 46
Professional/Workforce Development

47. 47
How?
 Empowered employees
 Open dialogue
 Nimble management

48. 1. Brand Architecture (design) - brand strategy
2. Brand Builders (construction) - BD, HR
3. Brand Execution - utilization of tools for conversion
4. Brand Management - those responsible for
managing the brand
4 Phases Of Rebrand Process

49.  Brand assessment
 Conduct data internal/external data gathering (affiliates)
 Conduct competitive analysis
 Review/revise existing marketing collateral
 Issue Acumen staff letter -w- company goals/rebranding alert
 Identify industry associations/involvements for brand positioning
 Hone ACUMEN’s branding message (mission, slogan, tagline)
 Create/refine ACUMEN’s vision statement
Rebranding Phase 1 Review:
Brand Analysis/Define

50. 50
On Track

51.  Coordinate company wide meeting for rebranding survey results
 Complete Acumen’s product timeline
 Conduct website analysis (design, functionality, messaging, strategy)
 Review/modify Acumen’s logo
 Change all email signatures to reflect new taglines
 Revise and order new Acumen’s business cards and marketing/promo materials
 Assemble committee for internal brand building/industry/community activities
 Research/identify/secure Acumen’s thought leadership opportunities (seminars,
webinars, workshops, articles, blog, white papers, etc.)
 Discuss social media site overhauls (Facebook, Twitter, LinkedIn, Pinterest)
 Discuss ACUMEN newsletter (launch date, publication schedule, UGC, editorials,
etc.)
 Create outline/format for Acumen’s Spotlight feature
 Obtain videographer for Acumen profiles
 Set video shoot dates
Rebranding Phase 2 Preview:
Strategic Planning/Develop

52. The End