This document contains summaries of two articles related to corporate branding of sustainability efforts. The first article discusses how Earth Day has become a major marketing opportunity for companies, especially those with large carbon footprints, to promote their sustainability initiatives. The second article examines Johnson Controls' rebranding efforts from 2006 to 2008 to align their brand more closely with their focus on sustainability and creating smart, efficient environments. It outlines the phases of the rebranding process and lessons learned around internal preparation and education.

1. An Exercise in Global
Rebranding for
Sustainability
Monica Levy
Johnson Controls

2. can you guess the
issue date?
August 2, 2004

3. what about this one?
“As corporate America gets greener,
Earth Day is following the path of
April 22, 2008
Valentine’s Day, Easter and Christmas,
and turning into a corporate marketing
opportunity. But instead of advertising
chocolates or toys, companies are
selling themselves and their greenness
-- and often, the biggest marketers are
those with sizable carbon footprints.”

4. Get the call, always on Win the coin toss in Capture larger share
the RFP list close calls — make it of wallet and preferred
easier and faster to supplier position with
say yes clients
How
B2B Get permission to play More effective and Align goals and
in adjacent spaces efficient new market objectives across
brands and play higher-value-
added roles
entry; span product
introduction valleys
business units
add
value
Increase strategic Increase stock Be able to recruit
control relative to multiple by making world-class talent and
powerful business superior performance create an appealing
customers tangible culture

5. Who/what we used to be
• a brief history
• business overview
• exceeding customers
increasing expectations
• everything to everybody
• (more than) a holding
company

6. What had to change, and why
• The invisible burning platform
• Challenges and opportunities
with customers, technologies
and geographies
• “A billion Chinese people...”
• Sustainability and the Al Gore
effect
• Another important war
• What really matters
brand scale that matches
our business scale

7. One Johnson Controls
• Brand plan
• Gimme the data
• Positioning
• Identity & creative
development
• Fix the Web
• Employees as brand
ambassadors
a brand that contributes
to business success

8. Brand Development Initiative 2006 - 2008 - Phase 1
Organizational Brand Strategy Internal
Execution
Readiness & Planning Rollout
January - August 06 September 06 - Feb 07 March 07 - May 07 May 07 - Sept 07
 Build teams  Vision/values  Internal rollout  Vision Week launch and
development planning employee education pgm
 Brand audit scope
 Enterprise-wide brand  Enterprise-wide  Internationalized web
 Data collection &
strategy & positioning brand guidelines environment
analyses
 Identity development  Brand champion  Ad/creative development
& testing identification & for internal use
training
 Brand architecture  Media profiling/planning

9. Brand Development Initiative 2006 - 2008 (con’t)
External Brand
Ramp to
Rollout Launch Continuous
Advertising &
(Identity & (Vision Week) Improvement
Media Launch
Messaging)
Oct 07 - Dec 07 Jan 08 - April 08 May 08 - July 08 August 08 - Dec 08
 Educate  Continued PR & event  Launch N.Am & W/E  Continue N. Am & W/E
customers & support Europe advertising Europe advertising
journalists
 Pre-production of  Global customer/  Global customer/media
 Transition identity corp advertising media events events
&
 Baseline consumer  Add 3 - 4 country  Add 3 - 4 country websites
communications
awareness research websites
(thru 9/08)  Use real-time metrics to
 Add 3 - 4 country adjust media/PR activity
 Brand events
websites
 Add 3-4 country
websites

10. One Johnson Controls
• Brand plan
• Gimme the data
• Positioning
• Identity & creative
development
• Fix the Web
• Employees as brand
ambassadors
a brand that contributes
to business success

11. Brands exist for comparative purposes
• Key areas of inquiry:
• Who are we, apart from Strategic brand & business
what we do? assessment (brand audit)
• What do we do, apart from • 1,800 interviews worldwide
what make today?
• customers, media/NGOs,
• What’s important, and how employees
do we compare to our
• qualitative upfront + 30-min
competitors?
quantitative (telephone)
• How can we be different in
• factor analysis to explain
ways that are relevant?
variation in rankings
• questions regarding products,
what’s important, and how do we technology, quality, service,
rate on those things? growth prospects, leadership

12. Understanding relative importance and performance
Attributes Factors
Power Solutions image attributes
Relative
Automotive Experience image attributes importance of
Building Efficiency image attributes factors
Corporate image attributes
• Overall
• Is an admired company brand
•
•
Has strong and effective senior management
Is customer focused Brand factors: Power Solutions favorability
• Has demonstrated financial stability Brand factors: Interior Experience
• Is a market leader • Likelihood to
• Provides high quality products and services Brand factors: Building Efficiency purchase
• Offers thought leadership
• Is an attractive employer Corporate brand factors
• Effectively combines technologies and products to
create integrated solutions
• Promotes energy efficient products and practices
• Offers advanced technology • Admired leader Relative JCI
• Actively participates in the local communities in
• Socially responsible performance
which it operates
• Is committed to promoting diversity in its work force • Diversified and global • JCI versus
and suppliers
. peers
• Maintains high ethical standards .
•
•
Is committed to sustainability
Positioned to capitalize on growth in emerging
.
markets
• Across
• Has strong growth potential businesses
• Can be considered a diversified industrial company
• Operates with a global perspective • Region
• Is a transparent company

13. Results & direction for change
Top quantitative attributes for JCI across business units
High scores Low scores
• High quality products and services • Proactive in identifying/resolving
• Recognized branded products issues
• Broad product portfolio • Easy to do business with
• Expertise in integrated interiors • Helps improve business performance
• Market and technology leader in • Excellent value for money
batteries
Top qualitative attributes for JCI across business units
Positive Negative
• Strong, professional • Reactive, not proactive
• Capable and financially sound • Inflexible, too focused on internal
• Leader goals
• Good at combining technologies • Slow, too much internal bureaucracy

14. One Johnson Controls
• Brand plan
• Gimme the data
• Positioning
• Identity & creative
development
• Fix the Web
• Employees as brand
ambassadors
a brand that contributes
to business success

15. Our brand
• Johnson Controls is the global market leader
in integrating technologies, products and services
that redefine the relationships between people and
their surroundings.
• Our market insight enables us to anticipate
marketplace needs and provide practical, eco-friendly
solutions.
• By understanding the changes that affect how we
live, work and travel, we help create smart
environments that are more comfortable, efficient,
safe, and sustainable.

16. We are the global leader that uses ingenuity
• Who are we, apart from what to make the world more comfortable, safe
we do? and sustainable.
• What do we do, apart from what We create smart environments in the
make today? places where people live, work and travel.
We will be customer-focused, a leader in our
• What’s important, and how do markets, and deliver effective, practical
we compare to our competitors? technology.
We are the premier integrator and
• How can we be different in ways collaborator, the company best able to
that are relevant? anticipate and deliver

17. One Johnson Controls
• Brand plan
• Gimme the data
• Positioning
• Identity & creative
development
• Fix the Web
• Employees as brand
ambassadors
a brand that contributes
to business success

18. What’s in a logo?

19. Visual/verbal identity

20. The new Johnson Controls

26. One Johnson Controls
• Brand plan
• Gimme the data
• Positioning
• Identity & creative
development
• Fix the Web
• Employees as brand
ambassadors
a brand that contributes
to business success

27. Sustainability key to web presence
Sustainability
maintains home
page position
even after
marquee and
news sections
update

30. One Johnson Controls
• Brand plan
• Gimme the data
• Positioning
• Identity & creative
development
• Fix the Web
• Employees as brand
ambassadors
a brand that contributes
to business success

31. 171,086 165,000 120,000
logo pins handbooks & hits to
badge tags Web site
26 languages

32. Lessons learned/recommendations
• know your culture
• get the data
• brand must have credibility & authenticity
• continuing senior mgmt support is critical
• grassroots support can help
• symbols are important
• take time to prepare internally (vs. “big bang”)
• education, examples and context are key to building an
organizational understanding of sustainability