The document discusses the link between organizational culture and brand. It argues that culture defines the brand through how employees behave and the experiences they provide customers. When culture and brand are misaligned, it undermines brand credibility. The examples of banks losing trust after the royal commission show how important culture alignment is. To manage this, companies should understand their current culture and ensure it delivers the organizational purpose in a way that aligns with communicated brand values.
How your organisations culture defines your brand Margo Cashman
How the relationship between brands and the organisations they represents, exploring how the alignment of brand and culture drives credibility and trust.
This is a campaign designed by myself, Shannon Marks, AJ Sparks, and Wesley Rogers. We created this in our Communications 412 class. It's the culmination of our semester of hard work. The campaign is a great example of what can be done on a small campus and for non-profit organizations.
During the 2014 Spring semester, Mary Kay Cosmetics sponsored the National Student Advertising Competition (NSAC). For the class, my team completed an advertising campaign composed off of complete market research.
Concept of Branding in General: An Analysis of Customers’ PerspectiveDr. Amarjeet Singh
When the word brand comes to mind, we, as a customer, can only think about those names which have created an impact in our mind. We do not keep those brand names in our mind which are not impactful. At the same time, it is a major concern for the brands to captivate the place in customers’ minds so that while making a purchase, customers can choose without having second thoughts. The concept of branding is very important in today’s globalized market, as there are lots of competitors in every field. It is the duty and responsibility of the top management of a company to maintain its brand image. But often they fail to do so due to lack of copy testing and customer behavior analysis. Furthermore, it is also important to know about customers’ perception on the concept ‘branding.’ This paper deals particularly with the perception of customers on the concept of branding. Researchers quantitatively analyzed the data collected from a survey to make conclusions which will help the managers to have an insight before making marketing strategies.
Conceptualized a full strategic campaign for Mary Kay with a group of four other students in my Introduction to Strategic Communication class. Designed: Fall 2013
How your organisations culture defines your brand Margo Cashman
How the relationship between brands and the organisations they represents, exploring how the alignment of brand and culture drives credibility and trust.
This is a campaign designed by myself, Shannon Marks, AJ Sparks, and Wesley Rogers. We created this in our Communications 412 class. It's the culmination of our semester of hard work. The campaign is a great example of what can be done on a small campus and for non-profit organizations.
During the 2014 Spring semester, Mary Kay Cosmetics sponsored the National Student Advertising Competition (NSAC). For the class, my team completed an advertising campaign composed off of complete market research.
Concept of Branding in General: An Analysis of Customers’ PerspectiveDr. Amarjeet Singh
When the word brand comes to mind, we, as a customer, can only think about those names which have created an impact in our mind. We do not keep those brand names in our mind which are not impactful. At the same time, it is a major concern for the brands to captivate the place in customers’ minds so that while making a purchase, customers can choose without having second thoughts. The concept of branding is very important in today’s globalized market, as there are lots of competitors in every field. It is the duty and responsibility of the top management of a company to maintain its brand image. But often they fail to do so due to lack of copy testing and customer behavior analysis. Furthermore, it is also important to know about customers’ perception on the concept ‘branding.’ This paper deals particularly with the perception of customers on the concept of branding. Researchers quantitatively analyzed the data collected from a survey to make conclusions which will help the managers to have an insight before making marketing strategies.
Conceptualized a full strategic campaign for Mary Kay with a group of four other students in my Introduction to Strategic Communication class. Designed: Fall 2013
There is a fundamental disconnect between the way we build and operate our businesses and what our customers, employees, and stakeholders truly care about.
As a result, most businesses spend money on advertising and marketing that doesn’t resonate and messages and initiatives that will never connect with customers and employees.
Customers and employees have more choice than ever before and are very clear about what is important to them.
Beyond the Brand: Why Business Decision Makers Buy Into Strong Culturesgyro
The FORTUNE Knowledge Group and gyro produced a groundbreaking global study that shows how culture has taken the lead as the primary driver of long-term business relationships.
Five hundred global execs (director level or higher) were polled. The key finding: decision makers place a huge value on a business partner’s culture, what the company stands for and whether or not they back up their values.
In this study, we found:
60% of respondents said knowing what a company stands for is much more important than innovativeness and market dominance.
60% prefer a partner’s intent on doing what’s right even if it doesn’t maximize revenue.
81% agree that companies successful at long-term relationships make a direct correlation between their beliefs and the way they conduct business.
Branding Roundtable No. 2 – Purpose-Driven Branding Leo Burnett
Branding Magazine interviewed Leo Burnett’s Chief Strategy Officer Mick McCabe in the latest edition of The Branding Roundtable. The Branding Roundtable is a monthly, free, downloadable eBook that features interviews with industry experts, an effort to explore branding topics in greater depth. Each month, experts are asked about a different subject, and July’s topic is Purpose-Driven Branding. Read McCabe’s interview for his insights and opinions about the state of purpose in branding.
This is the presentation on Branding that Advokate gave at the Albany Chamber of Commerce for the Small Business Development Center of the University At Albany.
Mary Kay Cosmetics - "Because We Know You" Campaign BookJillian Koehnken
For my Intro to Strategic Communications class, we created a strategic communications marketing plan for Mary Kay Cosmetics. My team, Refresh Media, created the "Because We Know You" campaign to stress the importance and value of Mary Kay's Independent Beauty Consultants (IBC). IBC's help people achieve their perfect look to feel confident both inside and out.
The Secret To Marketing To Women is the guide you need that’s going to take you straight to the money if you do it right. Women are a different breed and if you don’t know how to capture their undivided attention you really need to zone into the way they think and perceive things.
The only way you can do this is to understand them and that’s exactly what this guide does for you. It shows you how to use this knowledge to your advantage so you can get them on board quickly and for good. The secrets to marketing to women gives you the power to connect with this highly lucrative niche target market and that’s golden if you like money.
The Secret To Marketing To Women is your solution to uncovering the facts to attract women to your product or service with their purse open. Sounds pretty sweet to me.
For my Introduction to Strategic Communications course, my teammates and I were asked to create a marketing campaign that boosted Mary Kay's sales, social media following and number of consultants.
Today your brand is not determined by the Marketing or PR department but by the people who work for you and the customers who use your products and services. Your staff are your brand ambassadors so how do you build the right workplace culture that supports your brand and connects better with your target audience for business success.
Today your brand is not determined by the Marketing or PR department but by the people who work for you and the customers who use your products and services. Your staff are your brand ambassadors so how do you build the right workplace culture that supports your brand and connects better with your target audience for business success.
There is a fundamental disconnect between the way we build and operate our businesses and what our customers, employees, and stakeholders truly care about.
As a result, most businesses spend money on advertising and marketing that doesn’t resonate and messages and initiatives that will never connect with customers and employees.
Customers and employees have more choice than ever before and are very clear about what is important to them.
Beyond the Brand: Why Business Decision Makers Buy Into Strong Culturesgyro
The FORTUNE Knowledge Group and gyro produced a groundbreaking global study that shows how culture has taken the lead as the primary driver of long-term business relationships.
Five hundred global execs (director level or higher) were polled. The key finding: decision makers place a huge value on a business partner’s culture, what the company stands for and whether or not they back up their values.
In this study, we found:
60% of respondents said knowing what a company stands for is much more important than innovativeness and market dominance.
60% prefer a partner’s intent on doing what’s right even if it doesn’t maximize revenue.
81% agree that companies successful at long-term relationships make a direct correlation between their beliefs and the way they conduct business.
Branding Roundtable No. 2 – Purpose-Driven Branding Leo Burnett
Branding Magazine interviewed Leo Burnett’s Chief Strategy Officer Mick McCabe in the latest edition of The Branding Roundtable. The Branding Roundtable is a monthly, free, downloadable eBook that features interviews with industry experts, an effort to explore branding topics in greater depth. Each month, experts are asked about a different subject, and July’s topic is Purpose-Driven Branding. Read McCabe’s interview for his insights and opinions about the state of purpose in branding.
This is the presentation on Branding that Advokate gave at the Albany Chamber of Commerce for the Small Business Development Center of the University At Albany.
Mary Kay Cosmetics - "Because We Know You" Campaign BookJillian Koehnken
For my Intro to Strategic Communications class, we created a strategic communications marketing plan for Mary Kay Cosmetics. My team, Refresh Media, created the "Because We Know You" campaign to stress the importance and value of Mary Kay's Independent Beauty Consultants (IBC). IBC's help people achieve their perfect look to feel confident both inside and out.
The Secret To Marketing To Women is the guide you need that’s going to take you straight to the money if you do it right. Women are a different breed and if you don’t know how to capture their undivided attention you really need to zone into the way they think and perceive things.
The only way you can do this is to understand them and that’s exactly what this guide does for you. It shows you how to use this knowledge to your advantage so you can get them on board quickly and for good. The secrets to marketing to women gives you the power to connect with this highly lucrative niche target market and that’s golden if you like money.
The Secret To Marketing To Women is your solution to uncovering the facts to attract women to your product or service with their purse open. Sounds pretty sweet to me.
For my Introduction to Strategic Communications course, my teammates and I were asked to create a marketing campaign that boosted Mary Kay's sales, social media following and number of consultants.
Today your brand is not determined by the Marketing or PR department but by the people who work for you and the customers who use your products and services. Your staff are your brand ambassadors so how do you build the right workplace culture that supports your brand and connects better with your target audience for business success.
Today your brand is not determined by the Marketing or PR department but by the people who work for you and the customers who use your products and services. Your staff are your brand ambassadors so how do you build the right workplace culture that supports your brand and connects better with your target audience for business success.
Utilizing the Brand Identity Model as a basis for defining our company's internal culture we were able to develop a framework. The framework acts as our guide with all things FreedomVoice.
Final presentation deck from the seminar on September 15, 2016:
• How to develop consistency between traditional “static” marketing programs and interactive social media channels
• How to build campaigns that differentiate your business in the minds’ of your current and future customers
• The importance of design and storytelling in your marketing
Cracking The Culture And Mission Statement CodeWorkforce Group
Workplace culture is the backbone of every company. It defines your organisation and allows you to create an identity that you can communicate to your employees, customers, and the general public.
A rich company culture brings people together by imparting a strong sense of meaning, direction, and passion to everyone involved, and one of the most effective ways to encapsulate that culture is through the organisation’s mission statement.
One of the most critical roles that leaders have is to create a workplace culture that unifies your organisation, empowers employees, and creates a sense of passion and drive within your company.
In this deck, you’ll learn;
The alignment between the mission statement and the actual workplace culture.
The ideal craft of a good mission statement.
How to incorporate the mission statement into workplace culture.
The advantage of having a clear mission statement.
This is just a sum of the knowledge i have learned for a couple of years. i hope you guys all find this useful. Please do give any thoughts, feedback or comments. Thank you.
How to Utilize Storytelling most Efficiently in Social Media Real-Time OutSource
When thinking about the ways to develop your customers trust within your business. We as business owners, or those who aspire to own and create a business, must make our company relatable, we must show that we understand their pains, wants, and needs. We must be warm, accepting and kind.
Our companies must reflect the qualities of that of a dear friend, or relative, someone that the consumer can feel comfortable around. We must make our customers see and feel our vision. We owe it to our consumers to inspire them, humor them, inform them, and comfort them. If you are interested in learning how to accomplish this lofty feat, then you have come to the right place my friends.
A quick study of the basics and importance of strategic brand development. By Fanen Acho, Headstart Consultimg Limited. Headstart is a strategy and innovation company
Similar to How your organisations culture defines your brand 21 february 2019 (20)
Senior Project and Engineering Leader Jim Smith.pdfJim Smith
I am a Project and Engineering Leader with extensive experience as a Business Operations Leader, Technical Project Manager, Engineering Manager and Operations Experience for Domestic and International companies such as Electrolux, Carrier, and Deutz. I have developed new products using Stage Gate development/MS Project/JIRA, for the pro-duction of Medical Equipment, Large Commercial Refrigeration Systems, Appliances, HVAC, and Diesel engines.
My experience includes:
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Successfully developed the $15-20M yearly corporate capital strategy for manufacturing, with the Executive Team and key stakeholders. Created project scope and specifications, business case, ROI, managed project plans with key personnel for nine consumer product manufacturing and distribution sites; to support the company’s strategic sales plan.
Over 15 years of experience managing and developing cost improvement projects with key Stakeholders, site Manufacturing Engineers, Mechanical Engineers, Maintenance, and facility support personnel to optimize pro-duction operations, safety, EHS, and new product development. (BioLab, Deutz, Caire)
Experience working as a Technical Manager developing new products with chemical engineers and packaging engineers to enhance and reduce the cost of retail products. I have led the activities of multiple engineering groups with diverse backgrounds.
Great experience managing the product development of products which utilize complex electrical controls, high voltage power panels, product testing, and commissioning.
Created project scope, business case, ROI for multiple capital projects to support electrotechnical assembly and CPG goods. Identified project cost, risk, success criteria, and performed equipment qualifications. (Carrier, Electrolux, Biolab, Price, Hussmann)
Created detailed projects plans using MS Project, Gant charts in excel, and updated new product development in Jira for stakeholders and project team members including critical path.
Great knowledge of ISO9001, NFPA, OSHA regulations.
User level knowledge of MRP/SAP, MS Project, Powerpoint, Visio, Mastercontrol, JIRA, Power BI and Tableau.
I appreciate your consideration, and look forward to discussing this role with you, and how I can lead your company’s growth and profitability. I can be contacted via LinkedIn via phone or E Mail.
Jim Smith
678-993-7195
jimsmith30024@gmail.com
The Team Member and Guest Experience - Lead and Take Care of your restaurant team. They are the people closest to and delivering Hospitality to your paying Guests!
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Foodservice Consulting + Design
The case study discusses the potential of drone delivery and the challenges that need to be addressed before it becomes widespread.
Key takeaways:
Drone delivery is in its early stages: Amazon's trial in the UK demonstrates the potential for faster deliveries, but it's still limited by regulations and technology.
Regulations are a major hurdle: Safety concerns around drone collisions with airplanes and people have led to restrictions on flight height and location.
Other challenges exist: Who will use drone delivery the most? Is it cost-effective compared to traditional delivery trucks?
Discussion questions:
Managerial challenges: Integrating drones requires planning for new infrastructure, training staff, and navigating regulations. There are also marketing and recruitment considerations specific to this technology.
External forces vary by country: Regulations, consumer acceptance, and infrastructure all differ between countries.
Demographics matter: Younger generations might be more receptive to drone delivery, while older populations might have concerns.
Stakeholders for Amazon: Customers, regulators, aviation authorities, and competitors are all stakeholders. Regulators likely hold the greatest influence as they determine the feasibility of drone delivery.
Artificial intelligence (AI) offers new opportunities to radically reinvent the way we do business. This study explores how CEOs and top decision makers around the world are responding to the transformative potential of AI.
Oprah Winfrey: A Leader in Media, Philanthropy, and Empowerment | CIO Women M...CIOWomenMagazine
This person is none other than Oprah Winfrey, a highly influential figure whose impact extends beyond television. This article will delve into the remarkable life and lasting legacy of Oprah. Her story serves as a reminder of the importance of perseverance, compassion, and firm determination.
2. The link between the public face of organisations (brands) and internal
culture has been bought into sharp focus by the Hayne Royal
commission. While this brand~ culture link is an issue that is currently in
the spotlight it has been evident for a number of years.
We have seen it in the increasing appeal of small boutique companies
whose brands are a direct reflection of the culture and values of the
organisation.
We also see the negative side of this brand ~ culture link with brands
losing credibility and trust because customers personal experiences
simply don't match what the brand promise.
"Overall, my fear – that there may be a wide gap between
the public face NAB seeks to show
and what it does in practice"
Hayne Royal Commission
3. Culture is the public face of your brand
Your organisation’s culture defines what is valued and hence
rewarded in your people, so your culture determines
how your people behave
Your customers’ experience
forms their impression
of your brand
How your people behave is a critical element
in the experience your customers have in
your store or with your service or product
4. What happens on the inside shows on the
outside
Organisations that say one thing, while their customers experience
communicates something quite different, undermine their brand.
It is your organisation’s culture that both defines and gives your
brand credibility.
To demonstrate what happens when an organisations culture is
misaligned with its brand, we only have to look at the financial services
industry. It will be hard for these once trusted organisations to regain
credibility, as customers no longer believe what their brand stands for.
These examples serve as warnings for all organisations of the
marketplace power of culture.
Culture is not some soft HR good intention, but a hard business
metric that drives marketplace outcomes and increasingly compliance
5. Culture is
your only
enduring
competitive
advantage
As technology closes the gap on
speed, convenience, and even
lower prices, it is your customer
experience fuelled by your
company’s culture and values that
allows your organisation to rise
above the age of ubiquitous retail
and products and offer a unique
experience; something that cannot
be copied.
It is also an organisation’s cultural
resilience that allows you to both
stay true to your purpose and
values whilst adapting to the
increased pace of change.
6. How changing customer
expectations are driving a greater
focus on culture
i. What are you hiding?
Customers demand greater transparency around
everything from ingredient and manufacturing provenance,
fees and charges, environmental considerations, how much
tax company’s pay, gender pay gaps, cultural diversity, price
increases and a whole lot more. If you don’t tell them –
they will assume the worst.
The firm said it would also slightly reduce the recommended retail
cost of some of its incredible shrinking bars from $4.99 to $4.79.
But the price cut would be proportionally less than the chocolate
reduction. Besides, the shelf price is set not by Company X but by
retailers who could decide to pocket the lower price themselves.
ii. What are your ethics?
Rather than creating an emotional connection with
organisations and brands, increasingly customers
want a values connection. Customers look for organisations
whose values reflect their own.
While plenty of customers continue to prioritise
convenience and low cost, is ‘ethical’ the new status play,
for example ‘I am more ethical (more enlightened) than the
rest’? Growth in sustainable, Fairtrade and organic products
reflects this growing need for values connection
iii. Prove it!
Show me what your brand stands for, don’t tell me.
The way brands are seen to treat their people will become
an increasingly important part of the way customers
perceive them as a brand.
And they don’t just mean token stuff – what do you
do for your people? What am I helping to support
(or not) by buying from you?. Just ask Domino's and & 7
Eleven
7. So how do
you align
culture and
your brand?
First, understand
where you are now
1. What are the defining characteristics
of your culture at all levels of the
organisation.
2. Understand how culture is impacting
your organisation’s customer experience.
A key part of this alignment of culture &
people’s experience with your brand(s),
is clarifying what is the difference your
organisation is trying to make - why are you
in business?
Many organisations don’t know, or seem to
have forgotten, what difference they are
supposed to make.
They may have a purpose, mission or vision
statement for the annual report,
but often no one really believes it or
remembers it – it certainly doesn’t
guide any decisions.
To create a meaningful brand, your
organisation has to discover, or
rediscover this difference.
"The public expectations of your
company have never been
greater. Society is demanding
that companies, both public and
private, serve a social purpose."
Larry Fink, the chairman of giant asset
management company BlackRock
8. "Great companies start because the
founders want to change the world
…not make a fast buck"
Guy Kawaski
Successful founders of
organisations have a vision,
a purpose and a passion.
They know why they are creating
an organisation, what they are in
business to do, what problem they
are solving and why it is important
to the world - they create businesses
with purpose.
Rather than thinking about how to
‘position’ a brand, it is more powerful
to think about your organisational
truth – why do you exist? What role
do you play in people’s lives?
Then define your brand or
brands as a means to help address
that challenge.
… What difference do you want to
make in the world?
Think like
a founder
9. Why
marketing
is losing
it's power
Marketing seems to have become solely
about trying to build (often superficial)
emotional connections with the customer;
allowing people to express something
about themselves by choosing to use a
brand, I am more of a foodie, more health
conscious, wealthier, smarter, etc.
This is no longer enough. As customers
become more sophisticated in their
understanding of the 'dark art' of
marketing; as they start to share their
experiences via social media; they
become a more active participant in
marketing, they are not so easily
duped by false claims and shallow
emotional appeals.
This, along with the fragmentation of
communication channels, has made
marketing as we know it less effective.
Marketing is increasingly associated with
'spin' in many customers' minds. They
don't believe you…
“That’s just marketing”.
10. Marketing 2.0?
In many ways it's back to the beginning of brands, when a brand was a mark
to represent the personal reputation of the founder. Even Mars started in the
kitchen of Frank C Mars.
Early brands for the most part were associated with specific people, a name,
a face, not a large corporation. The brand reflected the beliefs and values of
that founder so it meant something.
One would argue that the strongest brands still have that link to organisational
purpose and the culture that delivers it. Virgin, Apple, Google, Nike, Prada...
they all have a sense of purpose and a culture that is focused on delivering
that purpose.
Marketing can't exist in a vacuum. Brands are only as strong as the
organisational purpose, culture and values that they represent without this
'it's just marketing'.
Need
Need
+
Purpose
Culture/values
Then Now
11. Take an inside out approach
1. What is our company trying
to achieve? Beyond financial
returns, what are we here to
do?
2. What is our organisation’s
current culture and values?
3. How does our culture deliver
our purpose?
4. How does our brand(s)
reflect and communicate
our culture and purpose?
Four
questions
to ask
yourself,
to help you
build an
credible
brand
12. Culture = authenticity
Your organisation’s culture is the public face of your brand because it is
your culture that ultimately defines the experience your customer has
with your brand.
Culture = competitive advantage
Like personality, you can't copy culture nor the values and purpose
that fuel it. Culture-driven customer experience is what allows you to
rise above the ubiquitous offers and false claims.
Culture= adaptation to changing customer expectations
• Demand for greater transparency about everything.
• A growing focus on values alignment between organisations and
their customers.
• Prove it. Don’t tell me who you are, show me who you are.
Culture actions
i. Understand what defines your culture – at all levels.
ii. Understand what impact your culture is having on your customers
and their experience with your organisation.
iii. Think like a founder. Uncover the difference you are trying to
make. Why should customers care that you exist?
iv. Then ask yourself how does your culture and customer experience
align to this purpose?
v. Then, and only then, explore how your brand(s) helps you
communicate and deliver this purpose.
Key take outs
13. If you would like to discussion the relationship
between brands, customer experience, culture
and purpose please call us
Margo Cashman
Bread & Butter
Mob: +61418700880
Email: margoc@bbutter.com.au
Vanessa Stewart
PeopleCraft
Mob: +61 419286059
Email: vanessa.stewart@people-craft.com
Jandi Shennan
PeopleCraft
Mob: +64 272301805
Email: jandi.shennan@people-craft.com
Level 3, 3 Young Street, Neutral Bay, 2089
14. Culture & purpose
"The public expectations of your company have never
been greater. Society is demanding that companies, both
public and private, serve a social purpose," Larry Fink, the
chairman of giant asset management company
BlackRock, wrote in his annual letter to CEOS.
You’re about to get less chocolate bang for your buck with
confectionary giant Cadbury confirming its famous Dairy Milk bars are
set to shrink. Again.
The firm said it would also slightly reduce the recommended retail cost
of some of its incredible shrinking bars from $4.99 to $4.79. But the
price cut would be proportionally less than the chocolate reduction.
Besides, the shelf price is set not by Cadbury but by retailers who
could decide to pocket the lower price themselves.
Business is experiencing increased numbers of
popular protests, consumer boycotts, legal suits,
various public shaming campaigns," says Associate
Professor Bronwen Dalton, from the UTS Business
School.