3. Consulting
Sponsorships
Sales promotion
Presence marketing
Event
marketing
Retail marketing
Entertainment PR
Experiential
Marketing
Corporate identity
Brand architecture
Interior design
Industrial design
Naming
Package design
Brand valuation
Brand
Consulting
Customer strategy
Digital and direct
marketing solutions
Website design and
technology
Analytics and
measurement
Database
management
Lead management
Digital
Marketing
Global practices
in all sectors
Investor relations
Public affairs
Corporate
communications
New-media
services
Public
Relations
Media planning
and buying
Media research
and insights
Measurement and
optimisation
Digital strategy
consulting
Analytics and
economic modeling
Media Planning
& Buying Services
FMG brand strategy
Consumer insights
and trends
Advertising
Global and regional
campaign
management
Marketing
consultancy
Consumer
Communications
Enterprise Brand
development
Behavioural trans-
formation
Internal brand
activation
Integrated brand
communication
Advertising,, Contact
Marketing and CRM
Enterprise
Communications
5. WATCHYOUR THOUGHTS,
FOR THEY BECOME WORDS.
WATCHYOUR WORDS,
FOR THEY BECOME ACTIONS. WATCHYOUR
ACTIONS,
FOR THEY BECOME HABITS. WATCHYOUR
HABITS,
FOR THEY BECOME CHARACTER. WATCH
YOUR CHARACTER,
FOR IT BECOMESYOUR DESTINY
6. Most sales professionals view
90% of sales materials created
by marketers as valueless.
‘CMO Council Survey’ 2009
7. Marketers view most sales-created
content as diluting their brands or
inaccurately positioning their products.
‘CMO Council Survey’ 2009
8. We believe that an organisation whose people are emotionally connected
and behaviourally aligned has a competitive advantage
9. In other words people’s beliefs and
behaviours create competitive advantage
We call businesses that realise this
advantage Enterprise Brands…
10. Enterprise Brands need dynamic ideas
Ideas that engage people – inside and out
Ideas that create a dynamic value generating partnerships
Ideas that are capable of energising the enterprise
Ideas that create direction and synergy
18. The journey towards your idea
ENERGISING
IDEA
How is the brand
currently understood?
How does the
enterprise see itself?
How do people feel
about it?
What does the brand
look like?
Discovery
What does the brand
aspire to be?
What do people really
want for themselves?
Who do we admire?
What is the art of the
possible?
(Vision, Mission,Values,
Position)
Brand Essence
Exploration
How do we manifest
our ideas?
• Visual identity
• Internal
behaviours
• Advertising
• On-Line
• PR
• Services
• Assets
• Etc
Expression
How do people
respond?
How do we optimise?
How do we measure?
What do we architect
the idea?
RefinementDefinition
21. Defining the brand
Vision (to be)
Mission (to do)
Position (to compare)
Values (to behave)
Essence (to distil)
Expresses the organisation’s ambition or aspiration for
itself, all its people, its customers and key stakeholders
Determines what benefits the company wants to bring to its
customers in terms of adding value to their business
Positions the enterprise on
the competitive map and
shows how it is superior
and unique
The organisation’s
behavioural guidelines, from
senior management to a
receptionist
Summarising all of the
elements of the brand
pyramid into a single
minded thought
or the ‘DNA’ of the
organisation
26. The heart of the challenge was a need to force a reappraisal
of Deloitte’s expertise – shifting perceptions away from
accountancy to a more comprehensive suite of consultancy
services
To do this, we needed to showcase the phenomenal breadth
and depth of Deloitte’s involvement and demonstrate how
deeply its work was etched into the fabric of the games
The challenge to address
27. Our guiding principles
Firstly, that we continually challenged our audience’s
perceptions of Deloitte’s competencies – highlighting the
unexpected and forcing people to view Deloitte in a fresh
light
And secondly, that we found the right ‘sweet spot’ between
the emotions of the Games and the corporate world of
‘consulting’ and– while doing justice to to Deloitte’s skills and
without dumbing down or simplifying the truth
30. “ That’s what successful brands of today are
all about. Creating, telling and inspiring
stories that make us enjoy things more. ”
31. Our ‘Deloitte stories’
We chose not need to draw on the usual conceit and artifice of
advertising
Instead, we focused on what Deloitte’s people were doing every minute,
every day and every week to help deliver London 2012 was the – real
truth, well told.
We decided to tell stories about Deloitte’s contributions to the Games;
to build the campaign gradually through a series of authentic narratives,
each positioning Deloitte as integral to the Games, but each with a focus
and intrigue of its own
It was about uncovering their stories, and turning them into interesting
and insightful pieces of communications
33. Rational and
informative– allowing
those interested in the
Games to be
introduced to Deloitte
and the work they have
been doing backstage.
Educational and
anticipatory.
Education
Bringing the Games to
life. Mirroring the
feelings of anticipation
and the moments of
emotion and
exhilaration that the
Games will deliver with
Deloitte’s involvement
Celebration
Reflecting with pride
upon the success of the
Games and Deloitte’s
crucial contribution,
but also introducing
the legacy that it yet to
come
Legacy
March 2012- July 2012
July 2012 – August
2012
September 2012 –
November 2012
34.
35.
36.
37.
38.
39.
40.
41.
42.
43.
44.
45.
46.
47.
48.
49.
50. “WE DELIVER SUCH A HUGE CHURCH OF
SERVICES…IFYOU’RE AN AUDITING
CLIENT OFTHE FIRM,THIS CAMPAIGN
HELPS SHOWTHERE’S SO MUCH MORE
TOWHAT DELOITTE OFFERS”
Sally Ormiston,
Director Programme Management
51. Results: Internal activation
In December 2011, only 37% of employees said they could talk at an
informed level about Deloitte’s London 2012 story. Just three weeks
after the campaign launched, this had reached 63%
3,200 employees have visited the external website since the campaign
launch, versus 887 in the same period prior
In the first 5 weeks after the internal launch, over 60% of employees
visited the campaign homepage on the firm’s intranet
52. Results: External activation
Out of over 30 sponsor campaigns live on the official London 2012 site, this
campaign ranked in the top ten in terms of total number of click thrus
Between January and May 2012, over 150 pieces of PR coverage in national,
newswire, broadcast, trade and online media were generated
By the time Deloitte House closed on October 16th, over 15,000 clients had
passed through and seen the campaign
Visitors to the website increased from 14,236 to 16,080 in the three months
after the campaign launch
“I didn’t know Deloitte was involved in the Games, let alone delivering the 750,000
hours mentioned in your ad” – Chief Executive, speaking at theTimes CEO
Summit
53.
54. The brand challenge
Global non-woven fibres business created through acquisition
A need to rationalise the business
A need to combat competitive pressures
A need to drive stock market value
A need to harness people behind an ambitious strategy for growth…
56. Engaging the global organisation
A combination of interviews and brand workshops connecting with over 100
employees over 7 global territories
57. Customers saw them as interchangeable
(Source: McCann Interviews)
“Fiberweb are the
company I go to
when I want a good
solid reliable product”
“Fiberweb are
One of the top 5
suppliers, but there
is no number one”
58. “A dependable partner meeting the needs
of customers, day after day” McCann Interviews
59. What was missing?
A brand idea to define, connect
and galvanise the business…
… creating purpose and ambition for the business
… and competitive distinction for customers
60. “We are wise and knowledgeable partners; always proactive and coming
up with new solutions to our customers challenges – and quickly. We are
ambitious to succeed by helping our customers with better products and
better ways of doing things. Our culture has a real can-do attitude.”
RICHMONDWORKSHOP
61. Internal brand and archetype workshop insights
Two strands of thought dominated feedback
The on-going commercial imperative of delivering to customers
The recognition that competitive distinction lies in innovative solutions
A tension between today and tomorrow
People managing what they can at least control today – customer service
But an understanding that tomorrow’s dynamic requires more – innovation
63. ‘Sage’ nearly always preferred
to ‘Creator’ or ‘Explorer’…
SAGE CREATOR EXPLORER
64. So why the ‘Sage’?
‘Sage’ is an attempt to resolve the
tension of service and innovation
It is an aspirational interpretation
of being responsive to customers
Uses knowledge and expertise as
the traction between the two skills
But requires the dynamism and
romanticism of ‘Creator’ and
‘Explorer’...
65. Sage’ an assertion of Fiberweb’s role in providing greater value to their
customers, providing them with the benefits of their unique knowledge
and expertise
‘Creator’ and ‘Explorer’ emotionalise the brand archetype and
emphasise the importance of innovation in maintaining competitive
advantage
66. Three key themes/pillars were identified
Application
expertise
Technical
leadership
Changing
customers’
world
70. Position
APPLICATION LEADERSHIP – unmatched experience
and expertise that allows us to design and craft unique
solutions to the demands of both manufacturer and end user
TECHNOLOGICAL RELEVANCE – unmatched technical
expertise and commitment to world-class R&D that allows us
to drive next generation solutions that our customers need
CUSTOMER INTIMACY – unmatched relationships with
customers built on delivery, support and an intimate
understanding of their business
71. Values
TEAMWORK – We believe in working together to produce the
best results, whether working with our customers to identify their needs or
working with each other to find innovative solutions that solve these needs.
CREATIVITY – We believe the obvious answer is not always the
best answer. It is only by applying lateral and original thinking to what we
do that we are able to deliver the best answers for our customers.
AGILITY – We believe in agility of the body and of the mind – the
ability to work fast and flexibly without stifling process getting in the way, but
also thinking quickly on our feet to generate new and inspiring possibilities.
COMMITMENT – We believe in having the courage of our
convictions and in having the tenacity to stay the course – seeing our ideas
through to the end and delivering what we promise despite the hurdles and
challenges that may stand in our way.
72. The Fiberweb Enterprise Brand
TO EXCEL INTHE INTELLIGENT APPLICATION
OF MATERIALSTECHNOLOGY
WEWORKWITH CUSTOMERSTO REALISE
THE GREATER POTENTIAL OF MATERIALS
TECHNOLOGY APPLIEDTO THEIR BUSINESS
APPLICATION
LEADERSHIP
TECHNOLOGICAL
RELEVANCE
CUSTOMER INTIMACY
TEAMWORK
CREATIVITY
AGILITY
COMMITMENT
MATERIALS
INTELLIGENCE
APPLIED
Vision
Mission
Position
Values
Essence
73.
74. THE NEXT
ANSWER
Whether a challenge for today or
one for the future, we’ve got the
quick-thinking team to respond
and inspire.
At Fiberweb it’s with intelligent
fiber solutions that we will
continue to help build your brand,
maximise profitability and keep
you competitive.
So whatever your next question,
talk to Fiberweb for the next
answer.
