Tom Chesterton from Tonic's presentation from our Building Capability Conference. 'Measuring, planning and deploying your brand'

1. 17th May 2013
Hello, We’re Tom & Chris
Employer Brand Assessment Tool:
Measuring, planning
and deploying your brand
www.tonic-agency.com

2. Slough

4. 47

6. 2012
$30 billion
70,000 Associates
11 billion-dollar brands
300+ locations
Still family-owned

7. Our Challenge
“Ah,$the$Mars$bar.$That’s$part$of$
Hershey’s,$right?”$
"Our"Challenge"

8. In"the"past,"Mars"approach"to"Employer"Branding"has"been"restricted"to"
local"market"ini=a=ves"and"no"global"governance."
"
In"2007,"with"the"reDbranding"of"all"of"our"legacy"businesses"to"Mars,"we"
started"a"journey"of"building"a"more"visible"corporate"brand."
"
The"Employer"Brand"followed,"and"over"the"past"3"years,"the"majority"of"
local"ini=a=ves"have"been"stopped"and"two"approaches"were"developed."
"
Although"both"meant"a"step"forward"for"our"EB,"we"believe"that,"neither"
had"the"poten=al"to"assume"a"global"lead."
"How"we"got"here"

9. •"Lack"of"global"clarity/guidance"–"lots"of"“not"invented"here”"
•"Underinvestment"compared"to"other"key"brands"
•"Remaining"on"campaign"level"vs."holis=c"approach"
•"Lack"of"integra=on"of"marke=ng,"corporate"affairs"
•"Varying"level"of"exper=se"in"the"EB"field"
•"Inconsistent"messaging"across"regions"and"businesses"
•"Varying"quality"of"execu=on"
•"BelowDaverage"performance"compared"to"rest"of"the"
industry"
"Why"we"failed"in"the"past"

10. "The"Results"

11. "Mindset"ShiY"

12. FROM:$
developing"adver=sing"campaigns"with"nice"crea=ve"concepts"and"
appealing"imagery"
TO:$
crea=ng"an"overarching"employer"branding"strategy,"covering:"
•"global$brand$essence$based"on"target"group"insights,"and"in"line"with"
the"rest"of"the"corporate"communica=ons"
•"flexible$creaBve$framework$with"room"for"local"adapta=ons"
(including"acquisi=ons)"
•"experBse$for$holisBc$implementaBon$(target"group"insights"genera=on,"
routes"to"market,"sourcing"strategies…)"
"StepDchange"in"our"way"of"thinking"

13. •""Brand"&"crea=ve"framework"need"to"work"across"all"6"segments"and"all"regions"
•""Needs"to"work"with"acquisi=ons"(Wrigley,"Royal"Canin)"that"need"to:"
"–"be"integrated"under"the"Mars"umbrella"
"–"yet"maintain"their"unique"brand"equity"
•""Different"markets"will"have"different"themes,"and"areas"of"focus."Our"framework"
needs"to"be"broad"enough"to"accommodate"that,"and"at"the"same"=me"be"specific"
and"to"the"point"so"as"not"to"come"across"as"generic."
•""Layering"of"messages:"overall"Mars"message"vs."local/segment"specific"message"
(i.e."Petcare)."When/if"is"it"OK"to"be"segment"specific?"
•""Outgoing"posi=ons"will"differ"across"markets"
•""Some"brand"promises"will"work"very"well"in"some"markets,"but"not"at"all"in"
"others."(i.e."graduate"development)"
"
"Some"challenges"

14. • The “Yeah Right” effect – not believing in the importance of our
principles or the uniqueness of our culture
• Coming across as trite – PIA – “trying to save the world”
• Blending in with the crowd – everyone claims to have values,
offer great opportunities and focus on the individual
• Not being authentic – we must be able to deliver on the
brand promise
• Not being relevant – does what matters to us matter to our
target groups?
• Budget – we can’t be the loudest, so how do we stand out
from the crowd?
"More"Challenges"

15. • Generally, people do not comprehend the size and breadth of our
business
• Unlike our competitors, we are decades behind in opening up and
establishing our corporate brand vs. product brands. We therefore
need to work much harder in establishing Mars, Inc as a brand.
• Some markets have established EB brands with strong recognition (UK,
Germany, NL). Some have no brand recognition (US). Some are tied to
a particular product we produce (Galaxy in Middle East)
• We are a business of great brands: they need to support but not
lead our employer branding image
• Our Five Principles are at the core of our DNA, and easily understood
internally. They are difficult to bring across externally in a credible way.
"Learnings"

16. "Defining"the"Brand"

17. "The"Essence"

18. "The"Silver"Bullet"–"or"not"

19. "Our"Brand"Promise"

20. "Master"Narra=ve"

21. "Posi=oning"Statement"

23. """
"THE"CREATIVES"
"

24. "The"Market:"Look"&"Feel"

25. "The"Market:"Tone"&"Style"

26. "Our"posi=onings"

27. Our Challenge
Unite"powerful"brands"with"
powerful"stories"in"a"unique"way$
"Crea=ve"Challenge"

28. "How"to"tell"our"story"

34. We knocked a giant’s socks off.
The proverbial supermarket giant. That’s our biggest customer in Europe. But their size
didn’t frighten Gareth, our graduate. You see they’d been planning a new section on their
website. Simply to sell their pet food. But Gareth believed they could do more. And
alongside upping sales of pet food, he saw an opportunity for them to offer advice to pet
owners. The kind of advice that improves the lives of pets. So he gave them all our WALTHAM
and wellbeing, just gifted away. Sounds crazy but it was genius. It was an idea about mutuality.
A Mars® idea. And clearly there was a happy ending. Because it means healthier lifestyles for
pets, happier pet owners and our customer loves it so much they’re also selling our products on it.
Win, win, win. mars.co.uk/graduates
A graduate predicting global demand.
Who’d have guessed?
Forecasting. It’s not a dark art. It’s knowledge, strategic insight and understanding. Just ask
our graduate Orla. You see, she used all three when we asked her to map out the future for
Maltesers®. A global demand plan. For the next ten years. Was it a big ask? You bet. Especially when
you think that Orla had only just started her second placement on our Management Programme. But
hey, if you don’t ask you don’t get. Turns out we were selling Maltesers® as fast as we could
make them. And demand in some markets was sky rocketing. But Orla had the answer.
After looking at everything from capital investment to logistics to international taxation, Orla
got us to redesign our factory in Slough to meet immediate demand. Then she set about putting
in place the supply strategy that will make sure we can get Maltesers® to the people that want them, wher-
ever they are. We’re predicting a bright future for her. mars.co.uk/graduates

35. We needed to build enthusiasm around our brand-new Bathurst factory. Pronto. Luckily, our graduate
Chris took to the task like a dog with a bone. His mission? Create a replica of the site to help Associates
visualise the new facility. Made of Lego. Just for fun. And boy, did he deliver. Chris ran the show, stepped
up his CAD software skills and applied his know-how to make the Lego model a massive success. Now an
Industrial Engineer, Chris leads much larger projects with bigger budgets. It just goes to show, when you
give graduates a healthy dose of responsibility, great things can happen. www.marsgraduates.com.au
Our graduates sink their teeth
into great projects.
We’re not your average workplace. Just ask Mick, our Supply Chain Graduate. When he was just six
months into our program, he helped launch a business first. A Salad Dressing range. But there were
big challenges. His Manager was overseas and he faced a seriously short lead-time. So Mick worked
closely with Research and Development team, Demand Planners and the Supply Chain team, to ensure
the new range hit the shelves at exactly the right time. It did. You see, when you’ve got the freedom to
deliver the goods, you can exceed even your own expectations. www.marsgraduates.com.au
We give our graduates
a recipe for success.

37. Who says you have to follow the script?
We’ve always prided ourselves on doing things differently. And that’s exactly the mindset that’s seen
Helen become a star in the making. Since joining, she’s already created a global campaign for Whiskas
– it’s achieved one of the best pre-launch IPSOS test scores for the brand, and is creating a real buzz
within the business. Helen’s helped to create a fantastic campaign that’s not just about cat food –
but our unique understanding of cat care and our philosophy of making the world a better place for
pets. She’s harnessed all of the cat care knowledge from Mars’ WALTHAM® Centre for Pet Nutrition
– the world’s leading authority on pet care and nutrition. She’s taken inspiration from over 50 years
of Whiskas® brand heritage. And she’s combined all of that with some innovative thinking, linking this
in-depth category knowledge with her passion for pet care. With the ad due to air soon, we just have one
question for Helen: What’s next for the UK’s cats? If you’re looking for a marketing role that will put your
ideas into the hearts, minds and living rooms of millions of consumers, visit www.mars.com/careers
To bring Helen’s story to life, download the free Aurasma app and point your device at this page.

39. Nominated for
their inside knowledge.
Jelina and Bo discovered the secret to selling more chocolate in China.
Sharing. Turns out everyone’s loves to do it. So their bright idea was a new
M&M’s bottle to satisfy that need. And that’s gone on to generate more than
$10 m in sales. Share and share alike. That’s the kind of thinking that gets my
nomination. Jelina and Bo made the difference.
Someone else you know made a difference?
Make their story mean more. Nominate now.
www.marsmtd.com

40. More to explore.
More to achieve.
Careers at Mars. The journey’s just beginning.

41. Accolades:
Best Ad – Times Top 100 2012
International Campaign RADs 2012 Finalist
Top 50 global employers – Universum 2012
Universum Ideal Employers 2012 Top 100
Winner International Campaign RADs 2013
Best Employers AON Hewitt Top 5
Star Start Award
Fortune 100 Best Companies To Work For

42. "Campaign"vs."brand"
Brand"Guidebook" Brand"Deployment"
Handbook"
Brand"Portal"
"Employer$Brand$Council$
Key"markets,"global"HR,"global"Corporate"Affairs,"
Global"Marke=ng,"Agency"Partners"

43. Deploying the
framework

45. MARS & TONIC CO-PRODUCTION
WITH THE AMBITION TO RELEASE AS OPEN-SOURCE
WORKING WITH OTHER MATURITY TOOLS PROVIDED INSPIRATION
HOW CAN DEPLOYMENT BE GUIDED TO REFLECT MARKET CONDITIONS?
VARYING CAPABILITY & AWARENESS
MESSAGE THAT REFLECTS CONTEXT
CONSISTENT ARCHITECTURE BUT VARYING CONTENT
THE CHALLENGE AND OPPORTUNITY OF FRAMEWORK DEPLOYMENT

46. BUILD AN OVER-RIDING AIM FOR BRAND AND/OR REPUTATION WORK –
MEASURABLE OUTPUTS FOR THE FIRST TIME.
USEFUL BEFORE DURING AND FOLLOWING A BRAND DEPLOYMENT EXERCISE
AND TO BUILD A TOOL THAT COULD BE USED FOR SELF-DIAGNOSIS
THE AIM WAS TO DECENTRALIZE THIS PROCESS TOO – TO ENABLE THE FRAMEWORK
EFFECTIVE DEPLOYMENT CAN ONLY HAPPEN IF YOU UNDERSTAND YOUR CONTEXT
YOU CAN’T MANAGE WHAT YOU CAN’T (OR DON’T) MEASURE

47. WHAT MAKES A BRAND GREAT?

48. “THE PACKAGE
OF FUNCTIONAL, ECONOMIC
AND PSYCHOLOGICAL BENEFITS
PROVIDED BY EMPLOYMENT,
AND IDENTIFIED WITH THE
EMPLOYING COMPANY”
The classic definition of
employer branding

49. “A BRAND FOR A COMPANY
IS LIKE A REPUTATION
FOR A PERSON.
YOU EARN REPUTATION
BY TRYING TO DO
HARD THINGS WELL.”
JEFF BEZOS, AMAZON
Extension

50. THE FUNCTIONAL,
ECONOMIC AND
PSYCHOLOGICAL BENEFITS
THAT YOU PROVIDE –
ALL OF WHICH PUT TOGETHER
FORM YOUR REPUTATION
AS AN EMPLOYER.
The Human Brand

51. WHAT ARE THE FACTORS THAT MAKE AN EMPLOYER BRAND GREAT?

53. THE MATRIX

71. AREAS TO FOCUS ON AND WHAT YOU COULD BE DOING TO INCREASE
IMPACT OF BRAND/REPUTATION ON RECRUITMENT
SUGGESTED LEVELS OF‘PERFORMANCE’
BUILT IN WEIGHTING TO PERSONALISE TO YOUR CONTEXT
BUT HOW IMPORTANT ARE THOSE FACTORS TO YOU?

72. TRACKS PROGRESS AND IDENTIFIES NEXT STEPS TOWARD MAKING
YOUR EMPLOYER BRAND AN EFFECTIVE BUSINESS TOOL
BETA+ NOW. FURTHER DEVELOPMENTS WILL FOLLOW – RELEASE IN SUMMER 2013
PERSONALISED TO YOUR ENVIRONMENT
CAN BE USED BEFORE, DURING AND FOLLOWING BRAND DEPLOYMENT
THOROUGH SELF-DIAGNOSIS BASED ON WIDE-RANGING FACTORS AND FUNCTIONS
SUMMARY

73. Thanks for listening
Tom Chesterton
tom.chesterton@tonic-agency.com
0207 183 2556
www.tonic-agency.com
Facebook.com/pages/Tonic
@TonicTweeting
Tonic Agency
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