1) The document discusses aligning a company's brand through strategic communications by uncovering the authentic brand narrative and helping all employees deliver on it. 2) It emphasizes the importance of vision, leadership involvement, an eclectic team, internal alignment, brand evangelists, fluidity, compelling stories, optimal forms of communication, experience design, external communication, and attracting storytellers. 3) The key is sharing an inspiring vision that motivates employees and connects with customers through consistent yet flexible branding across all touchpoints.

1. Rethink—a fresh take on connecting with your customers

2. Rethink—a fresh take on connecting with your customers

3. Rethink—a fresh take on connecting with your customers

5. Our Story
Imaginasium guides company leaders through measurable change and wins
followers inside and out by aligning their brands through strategic business
communications.
We concentrate our efforts on uncovering each client’s authentic and unique brand
narrative and bringing it to life. Then, we help them inspire and align every storyteller
charged with delivering on it, from boardroom to switchboard, and build the tools —
the Form — that help tell the Story.
Rethink—a fresh take on connecting with your customers

6. Making the Case for Change

7. Formula for
change DxVxF>R
(Gleicher’s Formula)
!D = Dissatisfaction
with how
things are
V = Vision of what’s possible
F = First, concrete ste
ps that
can be taken
Must be greater than…
R = Resistance
Rethink—a fresh take on connecting with your customers

8. What does it take?
ADKAR (Change Management Learning Center)
Awareness of the need for change
– Management communications, customer input,
marketplace changes, available information
Desire to participate & support the change
– Sense of belonging, WIIFT, career advancement, power,
incentive, trust, hope
Knowledge on how to change
– Training/education, information access, examples,
role models
Rethink—a fresh take on connecting with your customers

9. What does it take?
ADKAR (Change Management Learning Center)
Ability to implement required skills & behaviors
– Practice, coaching, mentoring, removal of barriers
Reinforcement to sustain the change
– Incentives, compensation, celebrations, personal recognition
Rethink—a fresh take on connecting with your customers

10. Start asking a few
questions around your
company. And then listen.
You’ll identify potential
trouble spots…and
opportunities.
Are you aligned?
Rethink—a fresh take on connecting with your customers

11. Share Vision,
Involve Leadership

12. The Power of Vision
!“One of the most critical long-term success factors and challenges is a
clear & embraceable vision that’s shared by the team and delivered to
customers time after time.
Vision is what every successful leader & company thrives on, yet one of
the hardest to truly communicate & achieve. For most leaders, the
roadblocks to formulating & sharing an inspiring vision that rallies the
troops and gets you to market quickly are many — and the resistance
to change within the organization in order to achieve that vision is often
even greater.”
Rethink—a fresh take on connecting with your customers

13. Leaders. Some of the best
Storytellers. Steve Jobs = Apple
Bill Gates = Microso
ft
Sam Walton = Wal*Mart
Richard Branson = V
irgin Group
Giorgio Armani = Arm
ani
Oprah = Oprah
(Thanks to Tom Pete
rs)
Rethink—a fresh take on connecting with your customers

14. “Leaders…Make…Meaning”
– John Seely Brown (Xerox Palo Alto Research Center)
Compelling stories!
Coherent themes!
Soaring messages!
Rethink—a fresh take on connecting with your customers

15. Leaders…
Need marketers sitting at the table
Establish current situation & rationale for change
(business issues, competitive issues, market changes,
customer issues)
Outline what might happen if change isn’t made
Provide VISION…for after change takes place. Scope of change,
what success looks like, alignment with business strategy,
who’s impacted…what won’t change
Talk about impact…on day-to-day activities, behaviors expected,
feedback
Share success stories. WOW stories & the heroes
Rethink—a fresh take on connecting with your customers

16. Involve an Eclectic Team
(& process)

17. How to get there
Full Brand Alignment Mapping
DISCOVERY COMMUNICATIONS BRAND BRAND IMPLEMENTATION
Uncovering ASSESSMENT STANDARDS ALIGNMENT Story+Form
your story. How are you How will you tell Message (creative and
currently telling your story moving Commitment message delivery)
your story? forward?
BRAND
EVANGELISTS PLAN
BRAND DEVELOPMENT
Discovery, Research, Identity COMMUNICATIONS
PLAN
STRATEGIC
MAR/COMM PLAN
Rethink—a fresh take on connecting with your customers

18. Establishing Reality & Desire
Boardroom to the switchboard involvement
Explore…company, industry, competition, customer segments,
brand emotional & rational perceptions of employees/customers/
industry/community
Identify what winning looks like (Goalposts)
Wish/Granted…impact the operations
Basic Tenets…Start at the top, every opinion counts, show how
they fit, win hearts & minds, train for change, tell the world (long
term), stay brand focused
Rethink—a fresh take on connecting with your customers

19. Align Internally,
Create Evangelists

20. !1.] What’s the challenge?
(The assignment)
Getting buy-in 2.] Whose perceptions
(Target audience) matter?
3.] What’s going on?
The 11 Questions (Research)
4.] What do people th
in
(Current perceptions) k?
5.] What are you real
(Facts) ly?
6.] What should peop
le
(Desired perceptions) think?
7.] What will you tell
th
(Value propositions) em?
8.] How will you spea
k?
(Tone, brand, delivery)
9.] What’s the rally cry?
(The one thing)
10.] How does it look
(Creative direction)to the world?
11.] How’d it do?
(Measurement of succ
ess)
Rethink—a fresh take on connecting with your customers

21. Creating Brand Evangelists
Who Are Your Evangelists?
! HR Personnel
! Internal Communications
! PR Professionals
! Current Employees
! Senior Management/Leadership
! Customers
! Vendors
Rethink—a fresh take on connecting with your customers

22. Creating Brand Evangelists
Where Do You Start?
! Meetings with internal evangelists
! Determining a feedback vehicle
! Begin the process of building a story inventory
! Use the brand everywhere
! Determine measurements for success
Rethink—a fresh take on connecting with your customers

23. Creating Brand Evangelists
Launching Internally
! Senior Management/Leadership
! Recruiter, PR, Road Show
! HR and Communications
! Current Employees
Rethink—a fresh take on connecting with your customers

24. Make the Brand Fluid

25. Fluid Brand
Audiences
How do you feel?
A
It’s outside the old traditional
thinking of consistency in B
E
building a brand.
Instead… Brand
It drives for consistency of
response with a wide variety
of audiences. D
C
Rethink—a fresh take on connecting with your customers

26. ANSUL
Rethink—a fresh take on connecting with your customers

27. ANSUL
Rethink—a fresh take on connecting with your customers

28. ANSUL
Rethink—a fresh take on connecting with your customers

29. ANSUL
Rethink—a fresh take on connecting with your customers

30. ANSUL
Rethink—a fresh take on connecting with your customers

31. Story + Form
The right Story, told in the optimal Form,
at every touchpoint.

32. A Compelling Story

33. Your brand is a story.
Live it inside.
Tell it well outside.
And people will pull up their chairs for a listen.

34. Much more than an ad
campaign, web site or
tagline could ever be, the
brand story is the core
truth of who you are,
agreed to by all inside,
and used to open
conversations with those
outside who need your
products and services.
What’s your story?

35. Telling Your Story
Telling Your Story
Rethink—a fresh take on connecting with your customers
Rethink—a fresh take on connecting with your customers

36. Telling Your Story
Who are you?
Why are you here?
How are you unique?
Who cares?
Why do I care?
What’ll keep me engaged?
Fire up the checkout clerk as well as the customer.
Rethink—a fresh take on connecting with your customers

37. Telling Your Story
Develop the story…tell the impact you want to achieve
“This is what we want to change…the difference I want to
make…and here’s how we’re going to do it”
Tell it to real people
Personal relationships, engaging…two versions
Make sure you can live it
Strengths, USPs, UBPs, Position
Rethink—a fresh take on connecting with your customers

38. Key Strengths
USPs
(Unique Selling Propositions)
UBPs
(Unique Buying Propositions)
Position
Defining the Story

39. Branson on Branding
How do you feel? Audiences
“The idea that business is
A
strictly a numbers affair has
always struck me as
preposterous. For one thing, B
I’ve never been particularly E
good at numbers, but I think
I’ve done a reasonable job with
feelings. And I’m convinced Brand
that it is feelings — and
feelings alone — that account
for the success of the Virgin
brand in all of its myriad
forms.” D
C
Rethink—a fresh take on connecting with your customers

40. The Right Form

41. It’s All in the Packaging
Sight
Hearing
Touching
Smelling
Tasting
Rethink—a fresh take on connecting with your customers

43. Dental City ~ Stationery

44. Dental City ~ Direct Mailer

45. Dental City ~ Product Catalog

46. Dental City ~ Packaging

47. Dental City ~ Environment

48. Voice is:
! Style, tone & manner of
speaking
! Expresses brand claims
internally and externally
! Defines & differentiates the
brand from others
! Helps drive internal
evangelism
Manitowoc voice:
! Ambitious
! Aspirational
! Confident

49. Voice is:
! Style, tone & manner of
speaking
! Expresses brand claims
internally and externally
! Defines & differentiates the
brand from others
! Helps drive internal
evangelism
Manitowoc voice:
! Ambitious
! Aspirational
! Confident

50. Design The Experience

51. Design the Experience
Involve all departments
Chart the touchpoints
Avoid Kmart
Pursue Disney, Starbucks, SuperBowl
Think like John Deere
Rethink—a fresh take on connecting with your customers

52. Tell the World

53. Content Distribution
!Brand Distribution vehicles need to deliver a relevant
message to the correct audience at a time when they are
most apt to retain the message and take the appropriate
action.
Rethink—a fresh take on connecting with your customers

54. Attract Storytellers

55. Employment Branding
– Peter Weddle
Real – attributes must be believable
Relevant – attributes must be important
Recognizable – must differentiate the organization
Rethink—a fresh take on connecting with your customers

56. Possible What they care
about
Attributes
Culture
Management Style
Workforce (quality em
ployees)
Career Advancement
Opportunity
Stability of Employmen
t
Work (stability of what one do
es)
Products/services (qua
lity of output)
Image/reputation
Awards & honors
Benefits
Rethink—a fresh take on connecting with your customers

57. Brand Statement
Starbucks
!“Our success depends on your success. Our ability to
accomplish what we set out to do is based primarily on the
people we hire – we call each other ‘partners.’ We are always
focused on our people. We provide opportunities to develop
your skills, further your career, and achieve your goals.”
Rethink—a fresh take on connecting with your customers

58. Story Promise
The Manitowoc Company
At The Manitowoc Company we give you the tools -
great products, great history, great people, great
challenges and a commitment to excellence - to
help you build something you can be proud of.
Rethink—a fresh take on connecting with your customers

59. Sum of attributes translated into a single, captivating,
unmistakable offer no others can match
Key Strengths USPs UBPs Position

60. Layered meaning:
! Recognizes manufacturing foundation—“real stuff,” category-leading equipment
! And something deeper— a “real” future (career, friendships, opportunity, outcomes)
“They might be able to build things somewhere else.
But they can only ‘Build Something Real’ at The Manitowoc Company.”

61. Awareness Ads

62. Awareness Ads

63. Newspaper Ads

64. Recruitment Web Site

65. Full Brand The 10 Keys
Alignment !Make the Case for Cha
Share Vision, Involve
nge
Leadership
Involve an Eclectic Tea
m
Align Internally, Create
Evangelists
Make the Brand Fluid
A Compelling Story
The Right Form
Design the Experience
Tell the World
Attract Storytellers
Rethink—a fresh take on connecting with your customers

66. Your brand is a story.
Live it inside.
Tell it well outside.
And people will pull up their chairs for a listen.