Post on 25-Jan-2015
description
Living the brand How to become a leader in your marketplace{
Montpellier Group
• Fully integrated marketing communications group• Comprise three companies
• Diverse international client base
• Head office in Cheltenham
Who we are {
Today’s presentation
• What is a brand?
• How reputation needs to be managed?
• Aligning corporate values with your brand/activities
Living the brand; how to become a leader in your market place.
“{
• Examples of ‘Walking the talk’
• Mears Group plc
“ “
The marketing case for CSR
Spin or Substance?
Is CSR just a ‘nice to have’?
Your brand Your behaviour Your reputation
Marketing rationale for CSR
What is a brand?
“ The visual, emotional, rational and cultural image associated with a company or product. ”
The corporate brand evolves…
• Brands have moved on from being merely a
commercial ‘badge’
• More than a device for selling
“It is a pretty recognisable
World Wide Web" but we settled on "Yahoo.
brand name. Originally it was "Jerry's Guide to the
Jerry Yang, founder of
Yahoo
“• Ethics became important… why??
• Investors and shareholders insisted on it!
• Share value and corporate behaviour have become
inextricably entwined
Commercially driven
Ethically driven
It does what it says It does on
the tin
Ethics, values, integrity, behaviour are now fundamental to …
…Corporate reputation
Notoriety or fame, especially for some specified characteristic(s)
(Latin: reputatio)
Reputation…
It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently.
“ “Your reputation {
• Your reputation already exists to one degree or
another
• But is it managed?
• Reputation is based on a positive relationship with
the world in which you conduct business Warren Buffett, Forbes ranked
world’s richest man
Stock drops 75%
Reputation matters {
Wallstreet, 1987
So, there is a link between corporate behaviour and reputation
good corporate citizenship makes for good business
£££
It is personal and it is business{
• Every organisation is at a different level of CSR
• It can look different in every organisation
• There are many routes
• Find what works for you
• Align it with your overall business strategy
Our community and environment work is the bedrock of Mears and is our key market differentiator. It is what and who we are.
Bob Holt, Chairman & Chief Executive
Who we are?
• Leading social housing repairs and maintenance service
• A growing presence in domiciliary care
“{
Quote
A reputation is both internal and external“ “• Local Authorities and RSLs
• Employs in excess of 8,000
• Turnover £400million
• Provides maintenance and repairs services to
500,000 homes nationwide
Who we are?
• Leading social housing repairs and maintenance service
• A growing presence in domiciliary care
“{
Quote
A reputation is both internal and external“ “• Local Authorities and RSLs
• Employs in excess of 8,000
• Turnover £400million
• Provides maintenance and repairs services to
500,000 homes nationwide
Title Goes Here
Our community & environment goals Four goals{
1. Improve the lives of vulnerable people
3. Provide career and skills development opportunities
2. Help community cohesion and integration
4. Positive contributor to the environment
Future Champions {• Every organisation is at a different level of CSR
• It can look different in every organisation
• There are many routes
• Find what works for you
• Align it with your overall business strategy
Montpellier Group
• Fully integrated marketing communications group• Comprise three companies
• Diverse international client base
• Head office in Cheltenham
Who we are {
Title Goes Here
Activity for the last quarter Fucgry;O ingc rtyvfcohIUN{
1. Improve the lives of vulnerable people
3. Provide career and skills development opportunities
2. Help community cohesion and integration
4. Positive contributor to the environment
• Body Shop• Community involvement• Labour conditions and Human Rights• Environment and animals
CSR Leaders {
• The Co-operative Bank• Sustainable Development Policy
• Marks & Spencer
• Ethical policies
Official ranking established by EthiScore
• Climate change and waste• Healthy Lifestyle• Fair trade business• People orientation
Brand assets
• Recognition of the name/logo
• Loyalty of customers
• Quality and value perceived by the market “
• Association with generic products
• Can comprise words, images, symbols, figures, etc. • Easily reminded when using
• A unusual spelling
• A specific font
Your visual identity{A logo
• A memorable image
• You don’t have to be totally green from day one
• Be committed to what you do
CSR, not spin, but substance {
• It’s better to do something than nothing at all
• Align activity with brand and culture
• Buy-in of all employees
If you do things well, do them better. Be daring, be first, be different, be just.
Anita Roddick, Founder
• Good intentions are one thing , delivery is quite another