Branding & the Future Workplace. Luis Cova & Greg Tribbe

Transcripción

1 Branding & the Future Workplace Luis Cova & Greg Tribbe

2 What s the role of the Workplace in a massive work anywhere, work anytime, work anyhow World? The nature and purpose of workplaces are changing. They are becoming much more a symbol, of Companies Mission, Values and their underlying Brand. There has been a shift away from how people and why they re working to the greater mission of the organization and how people can contribute to have impact and how space can be an enabler of that and a supporter of that Tom Stat, Eleven Consulting Group Source: Sodexh s 2013 Workplace Trend Report 2

3 What does the workforce of the future look like? 3

4 Collaboration is the number-one trait CEOs are seeking in their employees, with 75 percent of CEOs calling it critical organizations need a strong sense of purpose and shared beliefs to guide decision making. The future workplace (IBM Global CEO Survey, 2012) 4

5 How does an organization maintain a common vision in this new era, where the only constant is change? 1) Knowledge workers becoming more mobile (nomadic) 2) Companies continue to become more global 3) Collaboration = innovation = business success A Key Tool: Brand 5

6 When we think brand, we are not thinking... Name Logo Tag line Sign Advertisement Slogan

7 We re thinking about A SIGNAL of competence, credibility and vision A PROMISE of an experience that will be meaningful, rewarding and sought after repeatedly A BOND between a company or product and employees, customers, and other constituents A RELATIONSHIP that secures preference and loyalty and ensures ongoing revenues 7

8 Great brands have a clear positioning Performance engineering/design Personal achievement Real Refreshment Speed/reliability 8

9 Brand positioning is derived from business strategy and sets the stage for brand architecture, identity and communications Business Strategy Brand positioning Brand architecture Brand identity systems Internal and External Communications Organization s Culture Alignment Brand relationships Visual alignment Nomenclature Visual identities 2-D Design systems Environmental Design Systems Brand management guidelines Advertising Promotional literature Merchandising Point of Sale Trade events Public relations Lobbying Speeches Culture programs Employee relations Association relations Newsletters Internal events 9

10 A Brand can be understood by the Reputation that is recalled when one interacts with an element of its identity = + Brand Reputation Identity Rational and emotional perceptions about the company, its products and services Brand s verbal, visual and environmental expressions 10

11 A Branding program aligns the identity of the brand to its future promise = + Brand Reputation Identity Branding program Reputation = Promise + Performance 11

12 And a great brand is a full experience cars advertising interiors exhibits marketing dealerships offices

13 Mercantil A case study of developing a brand and an experience 13

14 Mercantil Servicios Financieros es una corporación con presencia en 12 países y 15 ciudades Reino Unido Estados Unidos Suiza éxico Panamá Colombia Perú Islas Caimán Curazao Venezuela Brasil Hong Kong

15 La Corporación tenía una marca de 25 años y una proliferación de submarcas que diluían su mensaje

16 La marca más reconocida era Mercantil representada principalmente por el Banco Mercantil en Venezuela 16 16

17 Las marcas de las empresas de la Corporación utilizaban un mismo icono con distintos nombres Razón social Marca Maestra Unidades de negocio Banca Seguros Activos de terceros Marcas de unidades de negocio 17

18 Se inicio un programa de marca que estableció una nueva Promesa de Marca Comprometido con tu bienestar

19 La identidad de marca seleccionada estuvo alineada con los atributos de la nueva estrategia

20 Brand Video

21 La marca se organizó con base a las principales líneas de negocio de la Corporación

22 Aplicaciones exteriores 22

23 Aplicaciones de instrumentos de movilización y de empleados 23

24 Branding tridimencional Sólido Dinámico Visionario 24

25 Elementos/objetos que comunican Sólido (mood boards) 25

26 Elementos/objetos que comunican Dinámico (mood boards) 26

27 Elementos/objetos que comunican Visionario (mood boards) 27

28 Concepto para la Entrada 28

29 Concepto para el área de cajas 29

30 Concepto para el área de cajeros automáticos 30

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32 Johnson & Johnson Expressing the art of science throughout the global office network 32

33 The global office network 33

34 The Brand Idea Bringing Science to the Art of Healthy Living 34

35 The Brand Idea Bringing Science to the Art of Healthy Living Our Credo We believe our first responsibility is to the doctors, nurses and patients, to mothers and fathers and all others who use our products and services. In meeting their needs everything we do must be of high quality. We must constantly strive to reduce our costs in order to maintain reasonable prices. Customers' orders must be serviced promptly and accurately. Our suppliers and distributors must have an opportunity to make a fair profit. We are responsible to our employees, the men and women who work with us throughout the world. Everyone must be considered as an individual. We must respect their dignity and recognize their merit. They must have a sense of security in their jobs. Compensation must be fair and adequate, 35

36 The Brand Idea Bringing Science to the Art of Healthy Living 36

37 The Brand Idea Bringing Science to the Art of Healthy Living 37

38 The Brand Idea Bringing Science to the Art of Healthy Living Q: How many ways can a person feel beautiful? Q: What types of comfort haven t we thought of yet? Q: How are we making the world feel smaller? Q: What can we do to bring people even closer together? Q: When do people need to feel softer? Cleaner? Safer? Q: What role do we play in the dreams of four billion people? Q: What types of comfort haven t we thought of yet? Q: How are we changing what it means to be healthy? 38

39 The brand idea is expressed through external channels 39

40 But the primary focus is on the employees 40

41 Product photography Is used throughout the facilities

42 Customer photography is used in key locations 42

43 Questions Are applied in hallways and break rooms 43

44 Art is used to reinforce the brand system

45 Branded conference rooms To remind employees that they are a global company with global employees and global customers 45

46 The end result is a consistent expression of the brand 46

47 Capital One Attracting the nomadic workforce as customers 47

48 The concept Bank branch + Café + Workspace = the perfect place for today s nomadic knowledge worker (who happens to be our most desired customer) 48

49 49

50 A bank? A café? 50

51 Casual seating 51

52 Food and beverage 52

53 Casual meeting spaces 53

54 Casual meeting spaces 54

55 Formal meeting rooms 55

56 Mini-auditorium 56

57 Community events 57

58 Formal presentations 58

59 A bank designed to attract tomorrows mobile workforce 59

60 Discussion! 60

61 Thank you! 61