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paperJam Business Club




              How to build
a Corporate Culture?

          Roger Claessens, Prof. UBI


                                       1
CORPORATE CULTURE =
SHARED VALUES & GROUP BEHAVIOUR
NORMS




                                  2
ME incorporated =
MY VALUES & MY NORMS




                      3
We are amongst « EXPERTS »

This workshop will be a platform to share
            our experience

          ….& get business


                                            4
Could your
neighbour introduce
      YOU?




 5
CORPORATE CULTURE =
           VISIBLE LEVEL
              (BRANDING)
                       &
         SHARED VALUES




6
Which is which?




    7
The origin of the
         word
    « BRANDING »




8
A BRAND


    But is the
    cowboy
    A PRO?



9
WIND ?




10
SUBSTANCE !




     TRAVAIL DE
       FOND


11
WHAT DOES A BRAND MEAN?




12
A BRAND HAS AN IDENTITY




13
A BRAND
EQUALS
   A
PROMISE

What is the
 PROMISE
     in this
     case?
14
A BRAND SHOULD MATCH
             EXPECTATIONS




15
A BRAND COULD MATCH DREAMS




16
A BRAND SHOULD BE ETHICAL



  17
A BRAND SHOULD BE AUTHENTIC



     Authenticity is
        vital as it
     increases your
       LEVERAGE



18
A BRAND SHOULD BE RECOGNISEABLE




19
20   A BRAND IS NOT ONLY ADVERTISING
A BRAND IS RELATED TO A DEFINED
                 MARKET



                MARKET   ?




21
A BRAND IS RELATED TO A DEFINED
                 MARKET




22
A BRAND
      EXPLOITS
SYMBOLISM

  An image
  speaks a
THOUSAND
  WORDS!

 23
A BRAND IS A STORY

     “ All great stories start with a white page ”
                                     Source: AUDI




24
A BRAND IS A STORY

     What makes a great story?




25
A BRAND IS A STORY
 What makes a great story?

 •   Unexpected ending
 •   Structure
 •   Your hope is fulfilled
 •   Meaning
 •   Fills gaps
 •   Participative
 •   Connective
 •   Empathy
 •   Can be told over and over again
26
A BRAND IS LINKED TO
          CORPORATE CULTURE


What is YOUR corporate
         culture?

How do you evaluate it?




 27
A BRAND IS LINKED TO CULTURE


     Corporate culture
      Is a matter of:

 people,
 believes,
 motivation &
 attitude


28
A BRAND IS LINKED TO CULTURE

           “The culture of a group can be defined as:

• a pattern of shared basic assumptions learned by a
  group as it solved its problems of external adaptation
  and internal integration,

• which has worked well enough to be considered valid
  therefore, to be taught to new members as the correct
  way to perceive, think, and feel in relation to those
  problems”
       (Source: Organisational culture and leadership, E.H.Schein)


  29
CORPORATE CULTURE
                       =
           VISIBLE LEVEL
              (BRANDING)
                       &
         SHARED VALUES



30
The power of values

« Values are best
demonstrated as
 opposed to talk
   about it! »



                    Richard Hytner, Saachi &
                             Saatchi
31
What are YOUR values?
                 32
HOW do your values contribute to
                                   33
 YOUR reputation & business?
CULTURE & REPUTATION




       Two sides of the coin
34
“It takes 20 years to
 build a reputation and
 five minutes to ruin it.
If you think about that,
        you'll do things
            differently.”
             (Warren Buffett)




  35
What OBJECTIVES should have been reached to
              build a corporate culture?




36
The objectives to be reached are:




37      A culture of motivation
The objectives to be reached are:




                 NIKE SHOES
           “NO GAMES, JUST SPORT”

38        A culture of listening
The objectives to be reached are:

For instance, this PC is the
result of a constant search for
excellence:
      • BETTER
      • FASTER
      • CHEAPER
      • SMALLER
      • SIMPLER


 39
            A culture of excellence
In the final analysis a variety of
    SKILLS will contribute as
much as your formal academic
         training to your and the
   organisation’s SUCCESS




                                     40
REMEMBER:
The goal is to be seen as




                            DIFFERENT
                               (& BETTER)

 41                         than the others
Companies with a strong
       reputation have a DNA
     It differentiates from what
                   the others do.




42
Assessing Your Ability


No matter what life
throws at you in a day,
always keep FOCUSED
on your goals.
« Always ask yourself
questions»




                                         43
44
Would YOU
love to be the
first one that
comes to mind?



             45
46
47
• Internet                     • Forum - Blog
   –   Website                 • Wiki
   –   Static content             – Dynamic content
   –   1 webmaster                – Community
   –   Yearly content update      – Continuous update


• E-mail                       • Social networks
   – One to one                   – Collaborative content
   – One to many                  – Many to many communication




  48
49
Twitter




     Blog   Website    Facebook




            LinkedIn

50
“The rise of social media makes it more
       important than ever to get the branding
                 fundamentals right”

     “You do not need to rewrite the marketing
         playbook but to exploit social media
            opportunities while keeping an
        UNWAVERING FOCUS on meeting the
                 customers’ needs”


                                 HBR Dec, 2010
51
52
Key words mentioned today

     Home work
     Promise           Motivation
     Expectations         Culture
     Dreams            Perception
     Ethics              Attitude
     Profile           Reputation
     Market         Communication
     Image                  Story
     Goals

53
ACTION

1. Fix a meeting with you in your agenda on a regular
   basis
2. Act as if you are rowing with a large team even if you
   are only a few
3. Have goals and performance evaluations even if you
   are a ME incorporated
4. Have the PC- development approach: faster, better,
   simpler, cheaper!
5. Give yourself a tap on the shoulder occasionally


                                                        54
                                                          54
www.europa.eu
www.economist.com
www.connectwiththeeuropeans.eu
www.wikipedea.com
www.marketingmagazine.co.uk
www.cim.co.uk
www.amazon.co
www.ec.europa.eu




55
« Corporate reputations, branding and HR », G.Martin & S.Hetrick, BH,2006

« Corporate communication »,J.Cornelissen, Sage, 2008

« Growing brand loyalty », R. Evans, Lafferty, 1997

« The black swan », N.Taleb, Pinguin 2007

« Marketing management » Kotler, Dubois, Publi Union, 2000

« eBrands », Phil Carpenter, Harvard School Press, 2001

« Organisational culture and leadership », Edgar H, Schein, Jossey-Bass, 2010




  56
contact@rogerclaessens.be




57

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How to build Corporate Culture?

  • 1. paperJam Business Club How to build a Corporate Culture? Roger Claessens, Prof. UBI 1
  • 2. CORPORATE CULTURE = SHARED VALUES & GROUP BEHAVIOUR NORMS 2
  • 3. ME incorporated = MY VALUES & MY NORMS 3
  • 4. We are amongst « EXPERTS » This workshop will be a platform to share our experience ….& get business 4
  • 6. CORPORATE CULTURE = VISIBLE LEVEL (BRANDING) & SHARED VALUES 6
  • 8. The origin of the word « BRANDING » 8
  • 9. A BRAND But is the cowboy A PRO? 9
  • 11. SUBSTANCE ! TRAVAIL DE FOND 11
  • 12. WHAT DOES A BRAND MEAN? 12
  • 13. A BRAND HAS AN IDENTITY 13
  • 14. A BRAND EQUALS A PROMISE What is the PROMISE in this case? 14
  • 15. A BRAND SHOULD MATCH EXPECTATIONS 15
  • 16. A BRAND COULD MATCH DREAMS 16
  • 17. A BRAND SHOULD BE ETHICAL 17
  • 18. A BRAND SHOULD BE AUTHENTIC Authenticity is vital as it increases your LEVERAGE 18
  • 19. A BRAND SHOULD BE RECOGNISEABLE 19
  • 20. 20 A BRAND IS NOT ONLY ADVERTISING
  • 21. A BRAND IS RELATED TO A DEFINED MARKET MARKET ? 21
  • 22. A BRAND IS RELATED TO A DEFINED MARKET 22
  • 23. A BRAND EXPLOITS SYMBOLISM An image speaks a THOUSAND WORDS! 23
  • 24. A BRAND IS A STORY “ All great stories start with a white page ” Source: AUDI 24
  • 25. A BRAND IS A STORY What makes a great story? 25
  • 26. A BRAND IS A STORY What makes a great story? • Unexpected ending • Structure • Your hope is fulfilled • Meaning • Fills gaps • Participative • Connective • Empathy • Can be told over and over again 26
  • 27. A BRAND IS LINKED TO CORPORATE CULTURE What is YOUR corporate culture? How do you evaluate it? 27
  • 28. A BRAND IS LINKED TO CULTURE Corporate culture Is a matter of:  people,  believes,  motivation &  attitude 28
  • 29. A BRAND IS LINKED TO CULTURE “The culture of a group can be defined as: • a pattern of shared basic assumptions learned by a group as it solved its problems of external adaptation and internal integration, • which has worked well enough to be considered valid therefore, to be taught to new members as the correct way to perceive, think, and feel in relation to those problems” (Source: Organisational culture and leadership, E.H.Schein) 29
  • 30. CORPORATE CULTURE = VISIBLE LEVEL (BRANDING) & SHARED VALUES 30
  • 31. The power of values « Values are best demonstrated as opposed to talk about it! » Richard Hytner, Saachi & Saatchi 31
  • 32. What are YOUR values? 32
  • 33. HOW do your values contribute to 33 YOUR reputation & business?
  • 34. CULTURE & REPUTATION Two sides of the coin 34
  • 35. “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently.” (Warren Buffett) 35
  • 36. What OBJECTIVES should have been reached to build a corporate culture? 36
  • 37. The objectives to be reached are: 37 A culture of motivation
  • 38. The objectives to be reached are: NIKE SHOES “NO GAMES, JUST SPORT” 38 A culture of listening
  • 39. The objectives to be reached are: For instance, this PC is the result of a constant search for excellence: • BETTER • FASTER • CHEAPER • SMALLER • SIMPLER 39 A culture of excellence
  • 40. In the final analysis a variety of SKILLS will contribute as much as your formal academic training to your and the organisation’s SUCCESS 40
  • 41. REMEMBER: The goal is to be seen as DIFFERENT (& BETTER) 41 than the others
  • 42. Companies with a strong reputation have a DNA It differentiates from what the others do. 42
  • 43. Assessing Your Ability No matter what life throws at you in a day, always keep FOCUSED on your goals. « Always ask yourself questions» 43
  • 44. 44
  • 45. Would YOU love to be the first one that comes to mind? 45
  • 46. 46
  • 47. 47
  • 48. • Internet • Forum - Blog – Website • Wiki – Static content – Dynamic content – 1 webmaster – Community – Yearly content update – Continuous update • E-mail • Social networks – One to one – Collaborative content – One to many – Many to many communication 48
  • 49. 49
  • 50. Twitter Blog Website Facebook LinkedIn 50
  • 51. “The rise of social media makes it more important than ever to get the branding fundamentals right” “You do not need to rewrite the marketing playbook but to exploit social media opportunities while keeping an UNWAVERING FOCUS on meeting the customers’ needs” HBR Dec, 2010 51
  • 52. 52
  • 53. Key words mentioned today Home work Promise Motivation Expectations Culture Dreams Perception Ethics Attitude Profile Reputation Market Communication Image Story Goals 53
  • 54. ACTION 1. Fix a meeting with you in your agenda on a regular basis 2. Act as if you are rowing with a large team even if you are only a few 3. Have goals and performance evaluations even if you are a ME incorporated 4. Have the PC- development approach: faster, better, simpler, cheaper! 5. Give yourself a tap on the shoulder occasionally 54 54
  • 56. « Corporate reputations, branding and HR », G.Martin & S.Hetrick, BH,2006 « Corporate communication »,J.Cornelissen, Sage, 2008 « Growing brand loyalty », R. Evans, Lafferty, 1997 « The black swan », N.Taleb, Pinguin 2007 « Marketing management » Kotler, Dubois, Publi Union, 2000 « eBrands », Phil Carpenter, Harvard School Press, 2001 « Organisational culture and leadership », Edgar H, Schein, Jossey-Bass, 2010 56