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IDEASTHAT FIT
NEW BRAND THINKING WWW.HKLMGROUP.COM
MARKETING INDABA – INSIDE OUT
NOVEMBER 2015
2HKLM INTRODUCTION
3HKLM INTRODUCTION
4HKLM INTRODUCTION
A WEE BIT OF THEORY
6
BRAND ALIGNMENT
INTERNAL BRAND ENGAGEMENT
7
HOLISTIC APPROACH
INTERNAL BRAND ENGAGEMENT
8
BRAND CHAMPION MATRIX
INTERNAL BRAND ENGAGEMENT
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COLLABORATIVE APPROACH
INTERNAL BRAND ENGAGEMENT
10
THE CURRENT REALITY
INTERNAL BRAND ENGAGEMENT
11
BRAND ALIGNMENT FRAMEWORK
INTERNAL BRAND ENGAGEMENT
AND A DOSE OF GOOD PRACTICE
13
SOME IBE CLIENTS
IN PRACTICE
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HOLLARD – BUILDING OUT BRAND VALUES AND BEHAVIOURS
IN PRACTICE
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HOLLARD – BUILDING OUT BRAND VALUES AND BEHAVIOURS
IN PRACTICE
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VALUES, CULTURE AND PURPOSE
IN PRACTICE
17
THE ROLE OF LEADERSHIP
IN PRACTICE
18SOME BEST PRACTICE
19SOME BEST PRACTICE
• A mere 17 years old• Has acquired on average 1 company per week since 2010• Google hired its first in-house chef, Charlie Ayers, in November 1999,
when the company had just 40 employees (Built to a team of 150!)• Around 1,000 of Google's employees became millionaires when the
company went public in 2004• Google founders Larry Page and Sergey Brin own just 16% of the
company• That 16% gives them a combined net worth of around $46bn• And then there is Alphabet
And on culture…
• Focus on the user and all else will follow• You can make money without doing evil• You can be serious without a suit• Great just isn’t good enough
20SOME BEST PRACTICE
Interbrand 2015
21SOME BEST PRACTICE
22SOME BEST PRACTICE
23SOME BEST PRACTICE
24SOME BEST PRACTICE
25SOME BEST PRACTICE
26SOME BEST PRACTICE
27SOME BEST PRACTICE
28SOME BEST PRACTICE
29SOME BEST PRACTICE
Long lasting companies have a vision - led, values – driven culture that gives guidance to all employeesCollins & Porras – Built to Last
Cultural capital is the new frontier of competitive advantage Richard Barrett
Brand alignment is the glue that can bind a business and deliver the platform for sustainable competitive advantageThe Real McCoy
