paperJam Business club Conference

1. paperJam Business Club
How to build
a Corporate Culture?
Roger Claessens, Prof. UBI
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2. CORPORATE CULTURE =
SHARED VALUES & GROUP BEHAVIOUR
NORMS
2

3. ME incorporated =
MY VALUES & MY NORMS
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4. We are amongst « EXPERTS »
This workshop will be a platform to share
our experience
….& get business
4

5. Could your
neighbour introduce
YOU?
5

6. CORPORATE CULTURE =
VISIBLE LEVEL
(BRANDING)
&
SHARED VALUES
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7. Which is which?
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8. The origin of the
word
« BRANDING »
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9. A BRAND
But is the
cowboy
A PRO?
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10. WIND ?
10

11. SUBSTANCE !
TRAVAIL DE
FOND
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12. WHAT DOES A BRAND MEAN?
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13. A BRAND HAS AN IDENTITY
13

14. A BRAND
EQUALS
A
PROMISE
What is the
PROMISE
in this
case?
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15. A BRAND SHOULD MATCH
EXPECTATIONS
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16. A BRAND COULD MATCH DREAMS
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17. A BRAND SHOULD BE ETHICAL
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18. A BRAND SHOULD BE AUTHENTIC
Authenticity is
vital as it
increases your
LEVERAGE
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19. A BRAND SHOULD BE RECOGNISEABLE
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20. 20 A BRAND IS NOT ONLY ADVERTISING

21. A BRAND IS RELATED TO A DEFINED
MARKET
MARKET ?
21

22. A BRAND IS RELATED TO A DEFINED
MARKET
22

23. A BRAND
EXPLOITS
SYMBOLISM
An image
speaks a
THOUSAND
WORDS!
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24. A BRAND IS A STORY
“ All great stories start with a white page ”
Source: AUDI
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25. A BRAND IS A STORY
What makes a great story?
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26. A BRAND IS A STORY
What makes a great story?
• Unexpected ending
• Structure
• Your hope is fulfilled
• Meaning
• Fills gaps
• Participative
• Connective
• Empathy
• Can be told over and over again
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27. A BRAND IS LINKED TO
CORPORATE CULTURE
What is YOUR corporate
culture?
How do you evaluate it?
27

28. A BRAND IS LINKED TO CULTURE
Corporate culture
Is a matter of:
 people,
 believes,
 motivation &
 attitude
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29. A BRAND IS LINKED TO CULTURE
“The culture of a group can be defined as:
• a pattern of shared basic assumptions learned by a
group as it solved its problems of external adaptation
and internal integration,
• which has worked well enough to be considered valid
therefore, to be taught to new members as the correct
way to perceive, think, and feel in relation to those
problems”
(Source: Organisational culture and leadership, E.H.Schein)
29

30. CORPORATE CULTURE
=
VISIBLE LEVEL
(BRANDING)
&
SHARED VALUES
30

31. The power of values
« Values are best
demonstrated as
opposed to talk
about it! »
Richard Hytner, Saachi &
Saatchi
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32. What are YOUR values?
32

33. HOW do your values contribute to
33
YOUR reputation & business?

34. CULTURE & REPUTATION
Two sides of the coin
34

35. “It takes 20 years to
build a reputation and
five minutes to ruin it.
If you think about that,
you'll do things
differently.”
(Warren Buffett)
35

36. What OBJECTIVES should have been reached to
build a corporate culture?
36

37. The objectives to be reached are:
37 A culture of motivation

38. The objectives to be reached are:
NIKE SHOES
“NO GAMES, JUST SPORT”
38 A culture of listening

39. The objectives to be reached are:
For instance, this PC is the
result of a constant search for
excellence:
• BETTER
• FASTER
• CHEAPER
• SMALLER
• SIMPLER
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A culture of excellence

40. In the final analysis a variety of
SKILLS will contribute as
much as your formal academic
training to your and the
organisation’s SUCCESS
40

41. REMEMBER:
The goal is to be seen as
DIFFERENT
(& BETTER)
41 than the others

42. Companies with a strong
reputation have a DNA
It differentiates from what
the others do.
42

43. Assessing Your Ability
No matter what life
throws at you in a day,
always keep FOCUSED
on your goals.
« Always ask yourself
questions»
43

44. 44

45. Would YOU
love to be the
first one that
comes to mind?
45

46. 46

47. 47

48. • Internet • Forum - Blog
– Website • Wiki
– Static content – Dynamic content
– 1 webmaster – Community
– Yearly content update – Continuous update
• E-mail • Social networks
– One to one – Collaborative content
– One to many – Many to many communication
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49. 49

50. Twitter
Blog Website Facebook
LinkedIn
50

51. “The rise of social media makes it more
important than ever to get the branding
fundamentals right”
“You do not need to rewrite the marketing
playbook but to exploit social media
opportunities while keeping an
UNWAVERING FOCUS on meeting the
customers’ needs”
HBR Dec, 2010
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52. 52

53. Key words mentioned today
Home work
Promise Motivation
Expectations Culture
Dreams Perception
Ethics Attitude
Profile Reputation
Market Communication
Image Story
Goals
53

54. ACTION
1. Fix a meeting with you in your agenda on a regular
basis
2. Act as if you are rowing with a large team even if you
are only a few
3. Have goals and performance evaluations even if you
are a ME incorporated
4. Have the PC- development approach: faster, better,
simpler, cheaper!
5. Give yourself a tap on the shoulder occasionally
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54

55. www.europa.eu
www.economist.com
www.connectwiththeeuropeans.eu
www.wikipedea.com
www.marketingmagazine.co.uk
www.cim.co.uk
www.amazon.co
www.ec.europa.eu
55

56. « Corporate reputations, branding and HR », G.Martin & S.Hetrick, BH,2006
« Corporate communication »,J.Cornelissen, Sage, 2008
« Growing brand loyalty », R. Evans, Lafferty, 1997
« The black swan », N.Taleb, Pinguin 2007
« Marketing management » Kotler, Dubois, Publi Union, 2000
« eBrands », Phil Carpenter, Harvard School Press, 2001
« Organisational culture and leadership », Edgar H, Schein, Jossey-Bass, 2010
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57. contact@rogerclaessens.be
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