23. Everything considered, it is a matter of
marketing in the classical sense of the
term, but with different means and at digital
speed. (R.Claessens) 23
HR B3
28. “Design is not decoration. It is not
the surface appearance of a
product. It is not about colour or
stylistic 28
details. It is the way the
product works!” HR B3
S. Jobs
37. REBRANDING
Why is it required?
Will it make a difference?
What changed and why?
What is wrong with the present
situation?
Ultimately, what do we want?
What is (are) the essential
segment(s)?
HR B3
37
38. REBRANDING
Have clearly defined the needs of aimed
segment(s)?
What is the connection between our brand
and the segments?
What will rebranding change?
Will it still be valuable 5,10 or 20 years from
now?
Is there a central point of responsibility?
If, we would start at HR zero B3
today, what
38
42. “ All great stories start with a
white page ” Source: AUDI 42
HR B3
43. What makes a great story?
HR B3
43
AA BBRRAANNDD IISS AA SSTTOORRYY
44. 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
“Good storytelling
last for decades”
HR B3
44
Steve Jobs
45. The classical steps of BRANDING
1. 1° Start a conversation with all the stakeholders
2. 2° Look around (research, insight, emotion,
HR B3
rationalisation)
3. 3° Define your direction
4. 4° Define the message
5. 5° Choose the media
6. 6° Follow up with the stakeholders to adjust the
message if required
45
46. HR B3
eBrands
“The winners on the Web are the companies
fiercely dedicated to making themselves known
names in the markets they serve”
“It has transformed customers into disciples,
avid supporters who have spread the word about
iVillage to friends and colleagues”
(Source: Phil Carpenter, HB School press)
46
48. AA BBRRAANNDD IISS LLIINNKKEEDD TTOO CCUULLTTUURREE
A brand is linked to
Corporate culture
•What is corporate culture?
•How do you create it?
•How do you evaluate it?
HR B3
48
55. “Culture is an abstraction,
yet the forces that are created in social and
organisational situations deriving from culture
are powerful.
(Source: Organisational culture and leadership, E. H. Schein)
HR B3
55
AA BBRRAANNDD RREEFFLLEECCTTSS AA CCUULLTTUURREE
101. Companies
with a strong
reputation have
HR B3
a DNA
It differentiates
from what the
others do
101
102. HR B3
« The objective of
building, maintaining
and protecting
the organisation’s
reputation
is the core task of
corporate
communication »
(J. Cornelissen, Sage,
2008)
102
114. A LONG TERM CREDIT INSTITUTION
HR B3
The World Bank
114
115. “Never has it been more
important for organisations
to stand for something
compelling, relevant and distinct in the minds
of all stakeholders…”
HR B3
(R.H. Evans, Lafferty, 1997)
115
122. Transparency International, the global
civil society organisation leading the fight
against corruption, brings people together in
a powerful worldwide coalition to end the
devastating impact of corruption on men,
women and children around the world.
HR B3
122
125. • « The role of a brand
in a non profit sector
is to encourage de
pursuit of long term
objectives, whilst
reinforcing the
identity, cohesion
and capacity of the
organisation».
HR B3
125
133. HR B3
133
What is your
TOP OF THE MIND
BRAND & WHY?
The top of the mind brand
has a
DISTINCT
COMPETITIVE
ADVANTAGE !
134. Attitudes are the opinions
associated with the brands,
products, services….
The attitudes towards the
brands can help determine
the brands’ weaknesses and
appealing factors.
HR B3
134
135. HR B3
135
“Apple is about people who think outside
the box, people who want to use
computers to help them change the
world, to help them create things that
make a difference and not just a job
done” S.Jobs
