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Advanced Bridge Building
Advanced Bridge Building
Rebranding, Redefining and Revaluing RIMRebranding, Redefining and Revaluing RIM
What are you going to leave with?
• Brand makeover strategy•New toolkit of communication tools• A new closet of “hats”• Fluency in a new RIM brand language• Organizational education strategies
First, The End
Four Questions I’d Like You to Answer
1) What is the most inaccurate perception your colleagues have about RIM?
2) What are the three most important roles you believe
RIM professionals should play in the next five years?
3) What “hat” would most effectively describe the primary role RIM professionals have in an organization?
4) In 2010, what are the barriers that could keep you/ RIM from fulfilling its role?
Let’s start in an unlikely place…Let’s start in an unlikely place…
What is a brand?What is a brand?
A BRAND is not a logo…A BRAND is not a logo…
Leci n’est pas une brand
A BRAND is not a slogan…A BRAND is not a slogan…
A BRAND is not an identity…A BRAND is not an identity…
And finally, a BRAND is not a And finally, a BRAND is not a product…product…
So, what exactly is a So, what exactly is a brand?brand?
A brand is about an experience A brand is about an experience and the relationship emanating and the relationship emanating
from that experience. from that experience.
A brand is…A brand is…
The trust The trust your customer puts in you or your customer puts in you or your product/serviceyour product/service
How someone feels How someone feels about you or your about you or your product/service…product/service…NOTNOT how they think how they think about itabout it
A brand is…A brand is…
Not what Not what youyou say it is… say it is…
It’s about what It’s about what theythey say it is! say it is!
Brands are about…Brands are about…
customer experiencescustomer experiences……
and TRUSTand TRUST
Five Disciplines of a BrandFive Disciplines of a Brand
1.1. DifferentiationDifferentiation
Ask yourself…Ask yourself…
How does my boss see me? How does my boss see me? How do my colleagues see me?How do my colleagues see me?
The Focus Test:
1.Who are you?_____________________
2.What do you do? __________________
3.What does it matter? _______________
Five Disciplines of BrandFive Disciplines of Brand
1.1. DifferentiationDifferentiation
2.2. CollaborationCollaboration
Building a brand requires absolute collaboration
Collaboration between individuals, teams, departments, divisions, outside resources, market allies…
What are some examples of What are some examples of collaboration?collaboration?
Five Disciplines of BrandFive Disciplines of Brand
1.1. DifferentiationDifferentiation
2.2. CollaborationCollaboration
3.3. Innovation and ExecutionInnovation and Execution
What’s the number one strategy/execution test?
OIVSIO
The reason the Beatles were so wildly successful was…
they never did the same thing once
Five Disciplines of BrandFive Disciplines of Brand
1.1. DifferentiationDifferentiation
2.2. CollaborationCollaboration
3.3. Innovation and ExecutionInnovation and Execution
4.4. ValidationValidation
Validation TestsValidation Tests
What are some important What are some important validation tests of your worth validation tests of your worth and value in your and value in your organization?organization?
Three TestsThree Tests
The Power of InvisibilityThe Power of Invisibility– Are you invited to the important meetings?Are you invited to the important meetings?
The Power of ViewpointThe Power of Viewpoint– Are you asked for your opinion?Are you asked for your opinion?
The Power of the Circle of RepeatabilityThe Power of the Circle of Repeatability– What do your colleagues say about you when What do your colleagues say about you when
you are not in the room?you are not in the room?
Five Disciplines of BrandFive Disciplines of Brand
1.1. DifferentiationDifferentiation
2.2. CollaborationCollaboration
3.3. Innovation and ExecutionInnovation and Execution
4.4. ValidationValidation
5.5. CultivationCultivation
• Business is a process…not an entity• Branding is a process…in trust• A living brand is a pattern of behavior… not a wall of stone
SO, TO CLOSE OUR SO, TO CLOSE OUR CONVERSATION ABOUT YOU CONVERSATION ABOUT YOU AS A BRAND…WHAT ARE THE AS A BRAND…WHAT ARE THE THREE MOST IMPORTANT THREE MOST IMPORTANT QUESTIONS IN BRANDING?QUESTIONS IN BRANDING?
1. What are you the protagonist for?
2. What is your ED?
Experience Differentiation
- What is it like to work with you?- What is it like to work for you?- What is it like to ask for your help?- What is it like to get your help?
33. . What is your RQ?What is your RQ?
Relationship QuotientRelationship Quotient
– How are you trusted? How are you trusted? – What are the ingredients of your What are the ingredients of your
relationships? relationships? – What is the foundation your relationships are What is the foundation your relationships are
built on?built on?
So…can we agree?
• Brand is more than a product or institution …professions, professionals and people have a brand
• Brand is a sum total of experience and relationships
• Trusted brands receive word of mouth benefit and that’s brand equity
What do executive leadership have to What do executive leadership have to say about you?say about you?
Over the past three months, we’ve asked 22 international CEOs, 67 Over the past three months, we’ve asked 22 international CEOs, 67 EVPS and 43 VPs in 11 industries…what value do your records EVPS and 43 VPs in 11 industries…what value do your records management professionals bring?management professionals bring?
42 % said, “they’re responsible for
accessible record preservation”
14% said, “they work on issues involving the integrity of our
intellectual resources…our
records”
11% said, “they try to find data that we need immediately and tell us
why they don’t know where it is”
12% said, “they are information
advisors”
21% said, “they manage records
and communicate procedures”
Identity ChartIdentity ChartWe then asked, “what creature best describes We then asked, “what creature best describes how you see records management?”how you see records management?”
Six Hats of Tomorrow’s Six Hats of Tomorrow’s RIM ProfessionalRIM Professional
DetectiveDetective
What are the attributes of a great detective?What are the attributes of a great detective?– Intellectual agilityIntellectual agility– Deep analytical capabilitiesDeep analytical capabilities– Understands and embraces “next practices”Understands and embraces “next practices”– Demonstrates deep courage to find the answer Demonstrates deep courage to find the answer
no matter where it tries to hideno matter where it tries to hide
Crusader for TrustCrusader for Trust
Trust is the newest and most essential Trust is the newest and most essential leadership quality in the new global leadership quality in the new global economyeconomy
Relationships built on trust outperform Relationships built on trust outperform relationships built on contractsrelationships built on contracts
High Trust organizations outperform Low High Trust organizations outperform Low Trust organizations 3 to 1 in Trust organizations 3 to 1 in productivity, profitability and growth in productivity, profitability and growth in total shareholder returntotal shareholder return
Crusader for TrustCrusader for Trust
What happens when trust shrinks?What happens when trust shrinks?
What happens when trust grows?What happens when trust grows?
Trust can accelerate performance because Trust can accelerate performance because in the end…in the end…
““Trust the Teller and You Trust the Tale”Trust the Teller and You Trust the Tale”
Socratic LeaderSocratic Leader
Recognize to be “listened to” you must Recognize to be “listened to” you must communicate to develop listening skillscommunicate to develop listening skills
Learn the Socratic approachLearn the Socratic approach
“ “The power is in the question…not the The power is in the question…not the answer”answer”
Consistent appearance of objectivityConsistent appearance of objectivity
ImagineerImagineerCommunications is not just for the Communications is not just for the communication folkscommunication folks
How do you get invited to more meetings?How do you get invited to more meetings?– What are you contributing?What are you contributing?– At first, visibility is valueAt first, visibility is value– Later, the power is invisibilityLater, the power is invisibility
To make a point…when you aren’t asking To make a point…when you aren’t asking questions…start telling storiesquestions…start telling stories
ImagineerImagineerFive fundamental principles for improving your Five fundamental principles for improving your
communications…communications…
- Smile- Smile
- Start with a question, metaphor, analogy or - Start with a question, metaphor, analogy or storystory
- Always have your three “must-airs”- Always have your three “must-airs”
- Speak in headlines, then inverted pyramid- Speak in headlines, then inverted pyramid
- Understand how to ‘bridge’ a conversation- Understand how to ‘bridge’ a conversation
EngineerEngineer
Why use bridge metaphors?Why use bridge metaphors?
Why is RIM about connectability? Why is RIM about connectability?
How is RIM about multi-directional construction?How is RIM about multi-directional construction?
Your New Tomorrow•Your first five tasks in your new role
•Understanding and educating about the power of fear
•Relate to the non-financial areas of your company
•Challenge their senses…evolving from a content-driven institution to a context-driven institution
Your New Tomorrow•Your first five tasks
•Champion new knowledge acquired through new forensic pathways and technologies
•Assume the role of protagonist for trust
Your Greatest Challenges• Shaking off the history
•Going somewhere emotionally unfamiliar and uncomfortable
•Redefine TRUST, decision culture and the rules of pride/engagement
• Wearing “the” hats
Your Greatest Success• Shaking off the history
•Going somewhere emotionally unfamiliar and uncomfortable
•Redefine TRUST, decision culture and the rules for pride/engagement
• Wearing “the” hats
Thank you!Thank you!
