The document discusses why branding professionals struggle to get buy-in for rebranding projects from boards of directors. It argues that branding teams often fail to speak the "boardroom language" of facts, figures, and business impact. The author suggests branding professionals should focus presentations on research findings, the value of brands as intangible assets, and concrete implementation costs and scenarios rather than passion alone. Improving branding education to emphasize this boardroom perspective could increase understanding and support of branding initiatives at senior levels.

1. Why the Branding People Don’t Understand Boardroom Speak | LinkedIn pagina 1 van 1
-->
Startpagina Wat is LinkedIn? Nu lid worden Aanmelden
Transform - discussions on rebranding
Discussies Campagnes Vacatures Zoeken Meer... Discussie | Enquête
1 van 20 Volgende »
Wilt u iets zeggen?
Word gratis lid van LinkedIn om deel te nemen aan het gesprek. Wanneer u lid wordt, kunt u http://lnkd.in/Pppumm
Of Aanmelden »
commentaar geven en uw eigen discussies plaatsen.
Why the Branding People Don’t Understand Boardroom Speak
Do you recognise this: A brand manager and his team have been working hard on the
preparation of a rebranding. It’s initiated to support and convey the companies’ new strategy.
However, in practice the change is visually only symbolised by a change of colours and some
shapes, and the name stays the same. Today’s the day to get final approval from the board:
Marc C. ‘Please show the board the synopsis of the rebrand in 2 slides’. Obviously slide 1 is used to
convey argumentation, and slide 2 for showing the new visual identity. And guess what: During
the board meeting the discussion for rebranding starts all over again: ‘Can’t we change the logo
a bit? How can this exercise be so expensive? Are we really generating more business with
this? How about our employee engagement? Should we do it at all?’
I’d say many client teams and agencies know this struggle, going back and forward, and
complaining that ‘the board’ doesn’t understand. Reality is different of course: The board gets a
variety of presentations all the time across all disciplines, and they decide on that. If ‘we the
brand people’ cause discussions, then we’re to blame!
So why don’t ‘we the branding people’ don’t understand? I think it’s because we think it’s the
most important thing in the world, which it isn’t. Also, the way we talk about it, and are being
perceived, is that we’re passionate about branding, without too much factual evidence behind it.
The challenge for the branding people is learn to talk board room ‘speak’: More facts and Transform - discussions on
figures, combined with the soft argumentations that we’re so good at. rebranding is now an open group
Andrew T. Alles weergeven »
How about starting the plea for a rebrand or refreshment with: “ We’ve conducted research,
more then stakeholder-research. A brand is our most important intangible asset, it lives in the
mind of our customers and stakeholders. Managing these perceptions is an indirect process.
On average 15% of the market cap of the largest companies is represented by brand value.
And on average a brand is changed once every 7 years. On average, if we spend $ 1 to hire an Directielid
agency, we have to spend $ 20 to execute the consequences of that decision, in managing the Manager
implementation of that brand: Physical roll-out across all touch points, communication and BEKIJK INTERESSANTE Stagiair
brand engagement with employees. What we have to discuss today is how we’re going to STATISTISCHE
ensure that the $ 20 is spent well, by discussing roll-out scenarios. We have the following GEGEVENS
LEDEN
scenarios: …”.
OVER DEZE
I’m a believer in facts & figures, it’s board room speak. It’s what board members are used to.
We must adapt to that. Unfortunately facts & figures are quite often not the reason why people
have become ‘branding people’. Also, eductional systems are not aimed on this topic, at all. So
GROEP 3.759
Statistische gegevens van de groep weergeven
I don’t know how we’re going to do it, but we have to talk the board room talk. Moreover it’s
»
important, since if we don’t, other disciplines, like finance, IT or manufacturing are further
increasing their importance at top level. In the end of the day it’s our professional responsibility
to increase the importance of brand thinking and understanding at top level.
So my question to you is: Who will take over the pen by coming up with suggestions to improve
our brand management educational systems?
10 dagen geleden
Interessant Commentaar Volgen Markeren Meer
Andrew T., André S. en 2 anderen vinden dit interessant
Helpcentrum Over LinkedIn Pers Blog Advertenties Talent Solutions Hulpmiddelen Mobiel Ontwikkelaars Media Taal SlideShare
LinkedIn-updates LinkedIn Antwoorden LinkedIn Vacatures Vacaturelijst Bedrijvenlijst Groepenlijst Lijst met vaardigheden Lijst met dienstverleners Titellijst
LinkedIn Corporation © 2012 Gebruikersovereenkomst Privacybeleid Cookiesbeleid Auteursrechtenbeleid
http://www.linkedin.com/groups/Why-Branding-People-Don-t-2349672.S.188564432?... 3-12-2012