Building the FileNet Brand Strategy
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The FileNet Brand Building Legacy
![The FileNet Brand Story ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Building the FileNet Brand Strategy
- 1. Building the FileNet Brand Grant Johnson
- 3. Brand Situational Analysis Brand Foundation Mission Culture Values Commitment /$$$ Focus & Consistency Structure Process Measurement System Positioning Experience Personality Brand Strategy Brand Implementation Brand Management Integration Targets Budget/Mix Programs Communications Good Enough Needs Attention Needs Focus
- 8. Brand Transformation | Before
- 9. Brand Transformation | Before: Cluttered, Product Focused, Inefficient Lead Gen
- 10. Brand Transformation | After
- 11. Brand Transformation | After: Brand Elevation, Focused Messaging, Engaging
- 13. Imagery Categories Optimized Business Industry Specific Our Customers
- 15. Brand Positioning Over Time Today Tomorrow Yesterday Putting Documents to Work Activating Content Better Decisions Faster Work Smarter Accelerate Your Business Better Performance Document Content Process Intelligence
Hinweis der Redaktion
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- of ## A properly articulated brand strategy has brand elements or anchors that inform and guide everything about the brand. At FileNet, we expressed these elements as the 4 Ps of the Brand Foundation, Brand Promise, Brand Positioning, Brand Pillars, and Brand Personality. “Our Brand Promise (the business value we deliver to our customers) was we help companies make better decisions, faster which improves operational efficiency and results.”Our Brand Positioning Statement (how we are different and why people should care) was we enable the world’s leading companies and governments to streamline and automate their processes, access and manage all forms of content and ensure compliance. Our Brand Pillars (the underlying ideas/concepts that permeate our communications were Content, Process, and Connectivity. And our Brand Personality (traits that define who we are) were: Essential, Undaunted, Driven and Real World..“ This foundation was part of a complete Brand Guide. Brand Pillars Content, Process, Compliance & Platform Brand Personality Undaunted: Courageously resolute, especially in the face of difficulty A Sense of Urgency: A call for immediate action or results Real-world: Practical; reliable; just; level-headed Essential: Customers depend on us for their success
- of ## “ A brand is much more than a logo. It’s the tangible product and services delivered to the market, plus the intangible values, associations, and expectations attached to FileNet by our customers and prospects. It’s also what people think and feel about our capabilities, our products, our people, and our aspirations. Brands dictate how companies and products are perceived in the marketplace. Strong brands enjoy greater consideration, sales and profits. Thus, everything we say, do, communicate and deliver in some way shapes perceptions of the FileNet brand – and in so doing, either enhances or diminishes our brand equity. To ensure we maximize our collective ability to increase FileNet’s brand power, it’s critical that everyone in the organization truly understands, embraces and lives the FileNet brand.”
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