Earning trust and building loyalty

in a culture of change

Mike LoveIABC EuroComm,

Dublin, 14th November 2006

Trust

Earning trustLeadership

successionGeopoliticalCorporate maturity

Change

Business performanceOrganisational changeLeadership succession

Earning Trust & Loyalty

TrustBank

What you say

What you do

What others think

Closing Reality Gaps

Leadership succession

Corporate teenagers

Language

Culture

Economics

EmployeeEmployee

Politics

Religion

CustomerCustomer

Geopolitical filters

“A person like me”

Who can we trust?

Changes and challenges:

Fashion & Focus at McDonald’s

1980s 1990s 2003

Outside in

Think globalact American? act local

A global brand

My local restaurant

The U.S. corporation

Can anyone remember what they actually do?

Change

CommunicateConsult

Brand Ambassadors

Employeesare customers

US$

McDonald's turned around

The world's biggest food company has pulled off a remarkable comeback

The Economist Oct 14th 2004

McDonald's turned around

The world's biggest food company has pulled off a remarkable comeback

The Economist Oct 14th 2004

97 98 99 00 01 02 03 04 05 06

Changes and challenges

Complexity and

Communication

at Microsoft

Are you living the brand?

Microsoft in Europe,Middle East & Africa:

61 subsidiaries in 138 countries

19 R&D centresMore than 13,000

employees More than 250,000

Partners

Old structure

Regional - EMEA

Corporate

Country subsidiaries

New structure

Regional - EMEA Corporate

Central & Eastern

Europe

Country subsidiaries UKGermanyFrance

Middle East& Africa

WesternEurope

Budget and people resources moved closer to field

allowing regional HQs more autonomy

Q: Does it tell a product and a people story?

Q: Does it support business objectives and our commitment to corporate citizenship?

I have a great story about

Q: How does it align with and supportOther Microsoft news?

Master Narrative

Q: Is there an integrated approach throughinternal and external communication?

Storytelling

The power of storytelling Livingthebrand

Who do you trust?

Inside out

Simplicity

Stories

Training

Inclusion

Leadership

Changes and challenges

Vision, valuesand leadershipin the UKConservativeParty

Leaders for their time

UK Voting Intentions - Source: Ipsos MORI UK electorate Voting Intentions 1979-2006

Out of touch

4 Conservative wins

3 Conservative loses

1979 1983 1987 1992 1997 2001 2005

New vision, old values?

Conclusion

People

Promotion

Principles

Prod

uct

StoryMessagesProductsPolicies

VisionValuesMission

EmployeesSupportersCustomersVotersStakeholders

CommunicationMarketing

Vision & values

RealityGaps

What’s the

Story

OutsideIn

Trust Bank

InsideOut

Thank you.Questions?