Building the FileNet BrandBuilding the FileNet BrandBuilding the FileNet BrandBuilding the FileNet Brand

Grant Johnson

The FileNet Brand StoryThe FileNet Brand Story

• Situation Analysis

• Corporate Strategy

• Brand Positioning

• Brand Building

• Brand Transformation

• Brand Development

• Brand Management

2

Brand FoundationBrand Foundation

Mission Culture Values Commitment/$$$

Focus

and

Consistency

Focus

and

ConsistencyStructure Process MeasurementSystem

Positioning ExperiencePersonality

Brand StrategyBrand Strategy

Brand ImplementationBrand Implementation

Brand ManagementBrand Management

Integration

Targets Budget/Mix Programs Communications

FileNet Brand Situational AnalysisFileNet Brand Situational Analysis

Good EnoughGood

EnoughNeeds

AttentionNeeds

AttentionNeeds FocusNeeds Focus

Focus – Solutions(Siebel, Cognos)Focus – Solutions(Siebel, Cognos)

• Detailed understanding of apps• Reputation for specialization• Risk of sector decline

• Detailed understanding of apps• Reputation for specialization• Risk of sector decline

Differentiated – Enterprise(SAP, IBM)

Differentiated – Enterprise(SAP, IBM)

• Clearly distanced from competition

• Major business and competitive advantage

• True differentiation very difficult

• Clearly distanced from competition

• Major business and competitive advantage

• True differentiation very difficult

Cost Leadership(Dell, Microsoft)Cost Leadership(Dell, Microsoft)

• Profitable only in very high volume

• Risky in long term• Price wars

• Profitable only in very high volume

• Risky in long term• Price wars

Strategic Vendor OptionsStrategic Vendor Options

Brand PositioningBrand Positioning

POSITIONING (what we do and how we’re different): Enterprise

Content Management from FileNet enables the world’s leading

companies and government agencies to streamline and automate their

processes, connect with their information systems, and access and

manage all forms of content. Everything they need to make quick, smart

and cost-effective decisions - right at the moment it matters the most.

PROMISE (the value we deliver): Better Decisions, Faster

Brand Building Blocks | BeforeBrand Building Blocks | Before

Brand Building Blocks | AfterBrand Building Blocks | After

Brand Transformation | BeforeCluttered,Product Focused,Inefficient Lead Gen.

Brand Transformation | BeforeCluttered,Product Focused,Inefficient Lead Gen.

Brand Transformation | AfterBrand Elevation, Focused Messaging, EngagingBrand Transformation | AfterBrand Elevation, Focused Messaging, Engaging

Brand Development: ManifestoBrand Development: ManifestoBrand Development: ManifestoBrand Development: Manifesto

“A brand is much more than a logo or a tagline. It’s the tangible product and services

delivered to the market, plus the intangible values, associations and expectations attached to

FileNet by our customers and prospects.

Brands dictate how companies and products are perceived in the marketplace. Strong

brands enjoy greater consideration, sales and profits. Thus, everything we say, do, and

communicate shapes perceptions of the FileNet brand – and in so doing, either enhances

or diminishes our brand equity.

To ensure we maximize our collective ability to increase FileNet’s brand power, it’s

critical that everyone in the organization truly understands, embraces and lives the

FileNet brand.”

Internal Brand Communications:Living the FileNet BrandInternal Brand Communications:Living the FileNet Brand

Click to Start

The Six C’s of Brand Building and ManagementThe Six C’s of Brand Building and Management

CommitmentCommitment

ChampionsChampions

CapabilitiesCapabilities

ConsciousnessConsciousness

ConsistencyConsistency

Customer Focus Customer Focus

The FileNet Brand GuideThe FileNet Brand Guide

• The New Brand Foundation

• Messaging Guidelines• Products• Vertical solutions

• Corporate Identity Update• New Color Palette• New Graphic Elements • New Imagery

• Creative Guidelines

• Branding process

13

Imagery CategoriesImagery Categories

Optimized Business

IndustrySpecific

Our Customers

BrandCommunications

Ads

BrandCommunications

Ads

15

BrandCommunications

Ads

BrandCommunications

Ads

16

BrandCommunications

Ads

BrandCommunications

Ads

17

BrandCommunications

Ads

BrandCommunications

Ads

18

BrandCommunications

Invitation

BrandCommunications

Invitation

19

BrandCommunications

Success Stories

BrandCommunications

Success Stories

20

BrandCommunications

CD Inserts

BrandCommunications

CD Inserts

21

Brand Positioning Over TimeBrand Positioning Over Time

DocumentDocument

ContentContent

ProcessProcess

IntelligenceIntelligence

TodayToday TomorrowTomorrowYesterdayYesterday

PuttingDocuments

to Work

ActivatingContent

WorkSmarter

Accelerate Your Business

BetterPerformance

BetterDecisions

Faster

Brand Positioning EssentialsBrand Positioning Essentials

To succeed, this position must be:To succeed, this position must be:

Credible:Credible:Stay TRUE to Who You Are Stay TRUE to Who You Are

Relevant:Relevant:Inspire your Customers to ACTInspire your Customers to ACT

Differentiating: Differentiating: Stand APART from CompetitionStand APART from Competition

Benefits of a Strong Brand Important?Benefits of a Strong Brand Important?

WHY DOESPEGA SYSTEMS

MATTER?Create

CustomerLoyalty

Drive Brand

Preference

Build Tangible &Intangible

Value

Separate From

Competition

Align &Inspire

Employees

Cursory Observations:Pega’s Messaging Focuses On The Idea Of “Agility”Cursory Observations:Pega’s Messaging Focuses On The Idea Of “Agility”

Brand What Why

BPM Software Agility; Flexibility for Change

→ Is It a Unique Idea in the BPM Space?

→ Is It the Most Relevant Value Proposition?

→ Is It Being Expressed Consistently?

→ Will It Allow Growth Beyond BPM (If Desired)?

A Process for Brand DevelopmentA Process for Brand Development

Phase I:Phase I:Discovery &Discovery &Research Research

Phase II:Phase II:BrandBrand

Development Development

Phase III:Phase III: BrandBrand

CommunicationsCommunicationsExecution Execution

Discovery Workshop

Visual Brand Audit

One-on-one Interviews

Quantitative Research

Competitive Review

Workshop & ResearchReport

Analysis of Research Conducted

Brand Positioning Exploration

Refinement & Finalization

Brand Documentation

Exploration Of Brand Expression

Discussion of Design/Verbal Changes Based on New Brand Position

Tactical Planning & Execution