Communicate magazine - Sean McKnight

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Brand thinking can transform a business by acting as an organizing principle that drives the business from the inside out, defines cultural norms, and tells employees how to deliver. Brands also carry a huge amount of information to many people in a concise way, encapsulating ideas that energize, focus, and generate action. For a 50-year-old news company, developing a strong brand helped position them for new markets and fueled their next stage of growth by providing an internal reference point and external image.

Business Technology

WHO IS ITN?
5O YEAR OLD NEWS & PRODUCTION BUSINESS
10 MILLION VIEWERS PER DAY
13 TV NEWS PROGRAMMES PER DAY
MULTI-PLATFORM DISTRIBUTION

FROM TV NEWS
TO CONTENT DELIVERY
RIGHT CONTENT
RIGHT NOW

WINNING ORGANISATION
“WE BROUGHT DAVE ON BOARD TO HELP US
POSITION OURSELVES IN THESE NEW
MARKETS. THE WORK THEY’VE DONE IS
INSTRUMENTAL IN TAKING ITN TO THE
NEXT STAGE OF ITS GROWTH”
MARK WOOD
CHIEF EXECUTIVE, ITN

BIG TRANSFORMATION NEEDS
EXCEPTIONAL LEADERSHIP

INTERNAL REFERENCE POINTS EXTERNAL REFERENCE POINTS

BRANDS ACT AS AN
ORGANISING PRINCIPLE
1.

BRANDS CARRY A HUGE AMOUNT
OF INFORMATION TO A
HUGE NUMBER OF PEOPLE
2.

BRANDS ENCAPSULATE IDEAS
THAT ENERGISE, FOCUS
AND GENERATE ACTION
3.

1.  ACT AS AN ORGANISING PRINCIPLE
2.  CARRY A HUGE AMOUNT OF INFORMATION TO A HUGE
NUMBER OF PEOPLE
3.  ENERGISE, FOCUS AND GENERATE ACTION
BRANDS TRANSFORM
BUSINESSES IN 3 WAYS

THANKS
SEAN MCKNIGHT
HEAD OF CONSULTING
sean.mcknight@dave.biz
Twitter:
@seanmcknight
@davebranding
www.dave.biz
Find this presentation on Slideshare

This document discusses several forces shaping the digital world and marketing, including the growing number of people going online through mobile devices. It emphasizes that the attention economy requires engaging audiences rather than interrupting them. Brands need to entertain and find the right balance of engaging information without being too brand-focused or entertainment-focused. Emerging technologies like augmented reality, gamification, and internet of things are converging to create frictionless experiences. Privacy and identity are also evolving factors. The document advocates considering how to apply these forces to solve problems and create new opportunities.

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Reputation in Oil, Gas and Mining 2014: NGOs vs the extractives

Communicate Magazine

Robert Blood, managing director, SIGWATCH Activist groups are often at the top the reputation risks list for extractive companies, including those groups supporting everything from environmental change to wildlife protection. Communicating with these groups requires attention to CSR programmes, effective public affairs and stakeholder engagement on numerous levels. Robert Blood, managing director of SIGWATCH, explains where NGOs are trying to take the industry and what can be learned from their campaign strategies and tactics.

Reputation in Oil, Gas and Mining 2014: Communicating on corporate ethics

Communicate Magazine

Michelle Witton, compliance officer, ENRC The relationship between communications and compliance is crucial to communicating key messages to both internal and external stakeholders regarding the company’s code of conduct and corporate values. Michelle Witton, compliance lawyer at the Eurasian Natural Resources Corporation explores the importance of the relationship between communications and compliance. In this session she shares her first-hand experience working on Anglo American’s anti-corruption programme.

Transform Awards Europe shortlist presentation

Communicate Magazine

This document provides a shortlist of categories for the Transform Awards 2014 which recognize excellence in brand development. There are over 25 categories that cover best use of visuals, copywriting, branding strategies, implementation processes, and industry sectors. The categories are organized by topic such as best creative strategy, best brand evolution, best rebrand for a new company, and best visual identity for various sectors. The document notes that the winners will be announced on April 1.

Richard Dixon, Black Sun, Why they won: Online corporate reporting

Communicate Magazine

Chris Taylor, Future plc, Strategic Thought

Communicate Magazine

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