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How to Create a Valuable Company

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Your identity strategy has the potential to engage and motivate employees as well as capture the attention of customers, shareholders and funders. An identity strategy can help a company achieve and convey both reliable and dynamic qualities.

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How to Create a Valuable Company

  1. 1. Marshall How to Create a Valuable Company The impact of identity on the bottom line Marshall Strategy October 2013 info@marshallstrategy.com www.marshallstrategy.com
  2. 2. About Marshall Strategy Marshall Strategy is a privately owned, professional consulting firm, staffed by senior people with multi-industry expertise. Our services are aimed at one simple goal – improving corporate and brand value. We develop and implement strategies that increase appreciation and enthusiasm for our client, companies and brands through strategic positioning, naming and design. 369 Pine St., Penthouse San Francisco, CA 94104 415.677.9525 s info@marshallstrategy.com www.marshallstrategy.com @MarshallStrat © Marshall Strategy 2013 2
  3. 3. Introduction During private interviews with some of Wall Street’s most influential analysts, we’ve been able to ask several questions to gain insight into how companies are valued. Here’s what we asked of them: • What makes a company valuable? • Why are some companies considered to be worth more than companies of similar size, in the same industry? • Since past performance does not guarantee future performance, how can you tell which companies will deliver superior future performance, making their stock more valuable? We were told that investors reward companies that have two seemingly conflicting sets of qualities: Solid & reliable + Dynamic & innovative © Marshall Strategy 2013 3
  4. 4. Solid & reliable Dynamic & innovative              Excellent management Strong financials Positive history Industry leadership Proven capabilities Brand strength Growing revenues Expanding market share Entering new markets Innovative products Leveraging technology Planning forward Developing leaders Being only solid & reliable will not convey industry-leading growth. Being only dynamic & innovative will not convey reliability. Companies that convey both sets of qualities can be reasonably expected to reliably deliver superior results over the long term and are given higher valuation by investors. © Marshall Strategy 2013 4
  5. 5. Identity Strategy Your identity strategy has the potential to engage and motivate employees as well as capture the attention of customers, shareholders and funders. An identity strategy can help a company achieve and convey both reliable and dynamic qualities. © Marshall Strategy 2013 5
  6. 6. Case Study: GE When Jack Welch took the helm at GE in 1981, the company was known as solid and reliable, but not dynamic or innovative. Jack's goal was to make GE the most valuable company in the world. The task required reliable performance and increased awareness of GE's innovation. s The identity system we recommended retained the GE Monogram to convey historic performance and added asymmetrical graphic elements to convey dynamism. Within two years, Jack's dynamic leadership, reflected by GE's new identity, resulted in GE becoming the world's most valuable company. © Marshall Strategy 2013 6
  7. 7. Conclusion The financial benefits of a strong identity strategy can have a huge positive impact on your organization: • Fewer redundant efforts due to more coherent communications • Greater efficiency in producing materials • Enhanced morale, energy and direction • Increased sales from greater awareness, consideration, appeal • Increased margins by commanding a premium or creating a preference • Increased profitability from all of above • Increased market value For more information www.marshallstrategy.com © Marshall Strategy 2013 7

Your identity strategy has the potential to engage and motivate employees as well as capture the attention of customers, shareholders and funders. An identity strategy can help a company achieve and convey both reliable and dynamic qualities.

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