If you're no Branson, get a brand

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IF YOU’RE NO BRANSON, USE YOUR BRAND LEADERSHIP AND THE ROLE OF BRAND SEAN MCKNIGHT HEAD OF CONSULTING, DAVE 28 TH APRIL 2010

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Transcript of If you're no Branson, get a brand

Page 1: If you're no Branson, get a brand

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

SEAN MCKNIGHTHEAD OF CONSULTING, DAVE

28TH APRIL 2010

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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

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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

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EXCEPTIONAL LEADERSHIP

EXCEPTIONALLY ENGAGED EMPLOYEES

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EXUBERANCE

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BIG IDEAS

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FOCUS

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ENERGY

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ENERGY & CREATIVITY

CLEAR POINT OF VIEW ON THE FUTURE

ABILITY TO ENGAGE PEOPLE

LEADERSHIP

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ENERGY & CREATIVITY

CLEAR POINT OF VIEW ON THE FUTURE

ABILITY TO ENGAGE PEOPLE

BRAND

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4 WAYS BRANDS ENHANCE LEADERSHIP…

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BRANDS ACT AS AN ORGANISING PRINCIPLE

1.

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THE BEST BRANDSARE BUILT FROM THE INSIDE OUT

PRIDE INTERNALL

Y

DESIRE EXTERNALLY

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“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

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ALLOW YOU TO MOVE INTO NEW CATEGORIES

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DRIVE THE WHOLE BUSINESS

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DEFINE CULTURAL NORMS

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WHY BRAND?

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INTERNAL REFERENCE POINTS EXTERNAL REFERENCE POINTS

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INTERNAL EXTERNAL

HA

RD

SO

FT

COMPETENCY CATEGORIES

CULTURE IMAGE

BRAND

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

2.

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A BIG IDEA IN A SMALL PACKAGE

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DRIVING BEHAVIOUR

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MAKING ORGANISATIONAL VALUES VISIBLE

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BRANDS ENERGISE, FOCUS AND GENERATE ACTION

3.

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IDEAS THAT ARE EASY TO PASS ON

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EMPLOYER BRANDS DON’T WORK

4.

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USUALLY DON’T HAVE A SYSTEMIC EFFECT

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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

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THANKS

SEAN MCKNIGHTHEAD OF CONSULTING

[email protected]

+44 (0)20 3128 6429