IF YOU’RE NO BRANSON, USE YOUR BRANDLEADERSHIP AND THE ROLE OF BRAND

SEAN MCKNIGHTHEAD OF CONSULTING, DAVE

28TH APRIL 2010

EXCEPTIONAL LEADERS ARE THIN ON THE GROUND

’95% of employees do not know or understand their companies’ strategy.’

Harvard Business Review

‘Only 36% of senior executives polled thought their employees cared about whether or not their business was successful.’

Corven Consulting

16% 60% 24%

ENGAGEDLoyal and psychologically committed ProductiveLikely to stay Less likely to have accidents on the job,Less likely to steal.

NOT ENGAGEDMay be productiveNot psychologically connected More likely to miss workdays More likely to leave

ACTIVELY DISENGAGEDPhysically present but psychologically absent. Unhappy with their work situationInsist on sharing their unhappiness

Source: Gallup Poll data of Great Britain, working population 18 years and older. n=1,006

ENGAGEMENT AT WORK IS LOW

EXCEPTIONAL LEADERSHIP

EXCEPTIONALLY ENGAGED EMPLOYEES

EXUBERANCE

BIG IDEAS

FOCUS

ENERGY

ENERGY & CREATIVITY

CLEAR POINT OF VIEW ON THE FUTURE

ABILITY TO ENGAGE PEOPLE

LEADERSHIP

ENERGY & CREATIVITY

CLEAR POINT OF VIEW ON THE FUTURE

ABILITY TO ENGAGE PEOPLE

BRAND

4 WAYS BRANDS ENHANCE LEADERSHIP…

BRANDS ACT AS AN ORGANISING PRINCIPLE

1.

THE BEST BRANDSARE BUILT FROM THE INSIDE OUT

PRIDE INTERNALL

Y

DESIRE EXTERNALLY

“A BRAND IS A LIVING ENTITY AND IT IS ENRICHED OR UNDERMINED CUMULATIVELY OVER TIME, THE PRODUCT OF A THOUSAND SMALL GESTURES.”

MICHAEL EISNER

TELL YOU HOW TO DELIVER

ALLOW YOU TO MOVE INTO NEW CATEGORIES

DRIVE THE WHOLE BUSINESS

DEFINE CULTURAL NORMS

WHY BRAND?

INTERNAL REFERENCE POINTS EXTERNAL REFERENCE POINTS

INTERNAL EXTERNAL

HA

RD

SO

FT

COMPETENCY CATEGORIES

CULTURE IMAGE

BRAND

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

2.

A BIG IDEA IN A SMALL PACKAGE

DRIVING BEHAVIOUR

MAKING ORGANISATIONAL VALUES VISIBLE

BRANDS ENERGISE, FOCUS AND GENERATE ACTION

3.

IDEAS THAT ARE EASY TO PASS ON

EMPLOYER BRANDS DON’T WORK

4.

USUALLY DON’T HAVE A SYSTEMIC EFFECT

1. BRANDS ACT AS AN ORGANISING PRINCIPLE

2. BRANDS CARRY A HUGE AMOUNT OF

INFORMATION TO A HUGE NUMBER OF PEOPLE

3. BRANDS ENERGISE, FOCUS AND GENERATE

ACTION

4. EMPLOYER BRANDS DON’T WORK

BRANDS CAN ENHANCE LEADERSHIP

IN SUMMARY

THANKS

SEAN MCKNIGHTHEAD OF CONSULTING

sean.mcknight@dave.biz

+44 (0)20 3128 6429