Communicate magazine - Sean McKnight

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Transform conference 2010 - Sean McKnight from Dave

Transcript of Communicate magazine - Sean McKnight

  • 1. ITNS BRAND-LED CHANGE HOW A BRAND IDEA CAN TRANSFORM A BUSINESS 21ST OCTOBER 2010 SEAN MCKNIGHT HEAD OF CONSULTING sean.mcknight@dave.biz Twitter @seanmcknight @davebranding

2. WHO IS ITN? 5O YEAR OLD NEWS & PRODUCTION BUSINESS 10 MILLION VIEWERS PER DAY 13 TV NEWS PROGRAMMES PER DAY MULTI-PLATFORM DISTRIBUTION 3. ITN: 2006 4. BIG QUESTIONS 5. FROM TV NEWS TO CONTENT DELIVERY RIGHT CONTENT RIGHT NOW 6. UNIFIED BUSINESS 7. UNIFIED PURPOSE 8. WINNING ORGANISATION WE BROUGHT DAVE ON BOARD TO HELP US POSITION OURSELVES IN THESE NEW MARKETS. THE WORK THEYVE DONE IS INSTRUMENTAL IN TAKING ITN TO THE NEXT STAGE OF ITS GROWTH MARK WOOD CHIEF EXECUTIVE, ITN 9. HERES A THOUGHT BRAND THINKING COULD BE THE BEST WAY TO TRANSFORM YOUR BUSINESS 10. BIG TRANSFORMATION NEEDS EXCEPTIONAL LEADERSHIP 11. BIG IDEA FOR THE FUTURE 12. SINGULAR FOCUS 13. CREATIVITY 14. ENERGY 15. WHY BRAND? 16. INTERNAL REFERENCE POINTS EXTERNAL REFERENCE POINTS 17. INTERNAL EXTERNALHARDSOFT COMPETENCY CATEGORIES CULTURE IMAGE BRAND 18. 3 WAYS BRANDS TRANSFORM BUSINESSES 19. BRANDS ACT AS AN ORGANISING PRINCIPLE 1. 20. DRIVE THE BUSINESS FROM THE INSIDE OUT 21. 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 22. DEFINE CULTURAL NORMS 23. BRANDS CARRY A HUGE AMOUNT OF INFORMATION TO A HUGE NUMBER OF PEOPLE 2. 24. A BIG IDEA IN A SMALL PACKAGE 25. DRIVING BEHAVIOUR 26. MAKING ORGANISATIONAL VALUES VISIBLE 27. BRANDS ENCAPSULATE IDEAS THAT ENERGISE, FOCUS AND GENERATE ACTION 3. 28. BRANDS MAKE IDEAS EASY TO PASS ON 29. 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 30. THANKS SEAN MCKNIGHT HEAD OF CONSULTING sean.mcknight@dave.biz Twitter: @seanmcknight @davebranding www.dave.biz Find this presentation on Slideshare