gssi internal branding

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    Information Security Level 2 Sensitive

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    GSSi: Internal Branding

    Soham Mukhopadhyay

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    Overview

    ObjectiveBrand Owner

    Project Methodology

    Amdocs Findings

    Brand Message Discovery

    Industry Speak

    Recommendations

    Snapshot of Action Items

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    Objective

    Brand GSSi so that GSSi members develop a greater sense of pride in working within GSSi

    Amdocs employees with the right skillset/talent and attitude are eager to

    be a part of GSSi

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    Brand Owner

    The accountability of the brands performance lies withVPs and Directors

    Managers (Group Leaders and Project Managers)

    SMEs

    So, EVERYONE in GSSi is the Brand Owner

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    Methodology

    Focus Group Discussions (3FGDs x 5) One-on-One Interviews (18)

    with randomly selected representatives from

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    PSG

    Infra

    ADMDox

    Non-Dox

    HR

    COM

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    amdocs said

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    Findings [1/2]

    Sense of pride for working in GSSi is high among GSSi members

    GSSi members recognize the following things as effective and

    desirable:

    Cross trainings Cultural eventsSpot awards,recognition

    ExposureBeing a part of theprimary revenuegenerating teams

    Messagesregarding

    Amdocs/GSSigrowth

    On-siteopportunities

    IMPORTANTFOCUSPOIN

    TS

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    Findings [2/2]

    Non-Dox: Little or no knowledge about Dox and Amdocs proprietarysoftware

    Information exchange should be thorough

    Non-Dox is their primary brand, lack of GSSi visibility

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    GSSis Value Proposition

    ExposureEnd to End

    Business Knowledge

    Product Knowledge

    Real-time

    Diverse Work

    LEAN

    Multi-cultural Clientele

    Opportunity to take on Challenges

    First-rate Employee Care Measures

    Revenue King

    Cross Training for Steep Growth Curve

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    BRAND

    MESS

    AGE

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    Branding Professionals Said

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    MartinTurner Pictures of well-

    known (andloved) staffdoing thingsthat support thebrand

    Well judgedhumor itovercomes thecynicism, andtheorganizationalin-jokes createcohesion

    Jod

    yOrdioni Implement the

    brandpositioning inevery touch-point in theemployee

    lifecycleincluding

    Training,

    Recruitmentmarketing,

    Digital media

    and Social media

    DyanSutton Humor,

    Events and

    Participation inthe Advertisingprograms withEmployees

    Director at Brand Motor Limited,

    UK

    Founder and President at

    BRANDEMiXCreative Thinker/Owner at

    Creative/Ideas Matter

    The professionals were contacted through LinkedIn

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    Ka

    rrenIlles

    Trade show booth"in the cafeteria for aday

    Offer "gifts" (penswith logos, etc.) toentice visitors tolisten and learn

    Advertise" the

    event on theAmdocs portal andwith signs and tentcards throughoutthe office building

    Hang large bannersin more visibleareas that remainhanging for a fewweeks

    Ma

    rinaBeer

    Leadershipsponsors"bosses"are the first to workfor the unit

    Events andmeetings forsharing thoughtsand collecting

    feedback abouttheir relevance

    Create referencematerials and areference group forsolving doubts anddiscussing ideas

    Everybody mustfeel that they havecontributed3DMODEL

    E

    dRoach

    Involve the"influential"employee When itcomes time to rollout the brand wehave a participatingadvocate to help.They are typically

    the ones whoalready haveinfluence over theirpeers

    Marketing Manager at

    Stryker Orthopedics, USConsultant/Designer at The Branding

    Experts, Canada

    PR & Brand Consultant, Vivo

    Telecommunications, Brazil

    The professionals were contacted through LinkedIn

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    Recommendations

    (I say )

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    Target Audience

    Primary TG: B2s and B3s outside GSSi (

    inside Amdocs)

    Secondary TG: B4s and B5s

    Tertiary TG: B2s in GSSi

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    A Bottom-Up Approach

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    Branding Each GSSi Member

    Branding Managers

    Branding Directors

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    Branding the GSSi Members

    GSSi Brand Mascot Intra-GSSi Competition OR

    An elephant in racing attire holding a bell

    A GSSi Special Handshake

    Intra-GSSi Competition OR

    GSSi members can exchange a greeting (such as) G-power when they

    shake hands

    GSSi Merchandise

    Mouse-pads

    Caps Pens

    T-shirts

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    Branding the Managers & Directors

    Market as Thought Leaders Panel discussions can be staged in the bay area

    Quarterly debate/seminar in cafeteria

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    A Directors Webinar every week/fortnightParticipation of Managers discussion of business

    problems & mitigation new initiatives and ideas

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    Recommendations

    Building a long-term relationship Stay in contact with talented & indispensable employees

    Internalize the Branding process

    Involve each member - 3D model for reception/cafeteria

    GSSi Wall sponsorship in Cafeteria

    Build a Brand GSSi* story

    How GSSi has evolved and grown

    Positioning Message

    Embracing End-to-End Challenges, Real-time! & GSSi support

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    Internal Brand Communication

    Mix of Personalized (p) and Generalized (g) Communication of brand message p

    Directly elaborating the GSSi value proposition to the members

    Communication of value of brand g

    Putting a money value to the brand and sharing in the GSSi newsletters

    Re-enforcing on-brand behavior g + p

    Deliver exceptional brand experiences

    Give employees tangible proof that the brand promise is being fulfilled

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    The BIG Picture & Leveraging it

    A physical 3D model that shows how GSSi is core to Amdocs model

    Gives every GSSi member a sense of where he/she fits in

    Integrated with the long term shared goals of GSSi to engage the employee as the

    goals get realized via a GSSi Wall in the cafeteria

    Celebrations when the goals are fulfilled

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    Action Items Action Expected Outcome

    Internal Communication

    GSSi Directors to attend non-GSSi town halls andexplain GSSi's value proposition Communication of Brand Message Exposure Increase in number of Touchpoints End to End Business Knowledge Product Knowledge Real-time Diverse Work LEAN Multi-cultural Clientele Opportunity to take on Challenges First-rate Employee Care Measures Revenue King Cross Training for Steep Growth CurveWebinars by B5s and B6s (participation of B3s & B4s) Transfer of Business Knowledge and KMInformation Sharing through GSSi Newsletter/Mailer Building of Brand Trust, Changing

    Perceptions Share Budget, No. of on-sites for different groups, etc.

    ACTION ITEMS TO FOLLOW

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    Action Items Action Expected Outcome

    Branding

    GSSi Brand Merchandise Increase Visibility of the Brand Caps, Pens, T-shirts, Mouse-pads

    GSSi Physical 3D Goal Model/ Cafeteria Wall Sponsorship Build Brand Relevance Example: A Spider Web Model

    GSSi Brand Story Build Brand Resonance Use of Social Media/Networking/Portals Increase Visibility of the Brand

    ACTION ITEMS TO FOLLOW

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    Thank You

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