inside/out innovation

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ENGAGE. EMBRACE. EMBODY. www.brandbooster.com BRAND archeologists / strategists / cheerleaders

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Using existing cultural power to foster innovation. An inside/out approach that eases transition and inspires everyone to think big.

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Page 1: Inside/Out Innovation

ENGAGE. EMBRACE. EMBODY.

www.brandbooster.com

BRAND archeologists / strategists / cheerleaders

Page 2: Inside/Out Innovation

ENGAGE. EMBRACE. EMBODY.

Total branding, fast.

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ENGAGE. EMBRACE. EMBODY.

Where is your company now?Infancy: doesn’t yet have a brand strategy i.e. a determined,articulated statement of the brand promise, vision, values personality, etc.

Evolving: has some of the strategy in place

Mature: has a brand strategy and communicates it consistentlycompany-wide

Page 4: Inside/Out Innovation

ENGAGE. EMBRACE. EMBODY.

An alternative to ‘selling’ the brand to employees.

Page 5: Inside/Out Innovation

ENGAGE. EMBRACE. EMBODY.

Why it’s a better approach.

Won’t build a brand strategy on an undeliverable promise

Will find something truly unique

Ultimately a stronger brand strategy

Shortens the selling cycle

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ENGAGE. EMBRACE. EMBODY.

You can’t fool either group.Inauthentic claims & promises do more harm than good.

Ask potential

customers what

they want. Then,

say that’s what

you are.

WHY THE OLD WAY

OF BRANDINGNO LONGER

WORKS.

Find the most

market-valued

truth in your

organization.

Customers AND employees are smart

& sophisticated.

Old traditionaloutdated way

New proven effective way

Page 7: Inside/Out Innovation

ENGAGE. EMBRACE. EMBODY.

How it works:

Get the information

Integrate it

Develop the strategy

Deploy it company-wide

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ENGAGE. EMBRACE. EMBODY.

Discovers the mostvaluable authentic truth.

Reveals the truth of the company & culture.

Tells you what they value in experiencing a company like yours.

TRUTH OF THEORGANIZATION

EmployeesCurrent

& PotentialCustomers

REALITIES OF THEMARKETPLACE

Truth vs. WishfulThinking

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ENGAGE. EMBRACE. EMBODY.

GET THE INFORMATI0N

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Inside out• Employees are a rich source of untapped insights

• Traditional methods not entirely effective

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ENGAGE. EMBRACE. EMBODY.

At its core, must include:

The story

The vision

The point of difference

The promise

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Why authenticity matters:

Trust

Truth

0102

Page 13: Inside/Out Innovation

ENGAGE. EMBRACE. EMBODY.

Why does story matter?

Brands are built around stories.

Who we are and where we come from often the most compelling.

A company’s mythology, just like with a family.

0102

03

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The promise:

Is it relevant?

True?

Believed?

Supported?

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“Getting employees to share a purpose

beyond making money is the only way to

consistently deliver shareholder value.”

- Bill George, strategy + business

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ENGAGE. EMBRACE. EMBODY.

TAKE IT COMPANY-WIDE

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ENGAGE. EMBRACE. EMBODY.

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ENGAGE. EMBRACE. EMBODY.

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ENGAGE. EMBRACE. EMBODY.

Custom learning tools

Office layout/design

Signage

Graphics

Brand videos

Brand guidelines

Orientation modules

Intranets

Learning centers

Webcast

Toolkits

Recruiting materials

Incentive programs, Mentoring programs/opportunities,

Customer interaction sessions, Storytelling,

Games, Brand events/sponsorships,

Brand-building contests, Employee workshops and discussion circles, Role playing

INFORMATIONAL ENVIRONMENTAL

INTERACTIVE

Page 21: Inside/Out Innovation

ENGAGE. EMBRACE. EMBODY.

1st Quarter

2nd Quarter

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4th Quarter

3rd Quarter

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Advertising manages the expectation of the brand.

Once the infrastructure is in place to understand

the brand promise and deliver it, it’s time to go to market.

Page 27: Inside/Out Innovation

ENGAGE. EMBRACE. EMBODY.

Branding is sum total of:

Culture

Product

Experience

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Page 28: Inside/Out Innovation

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What affects culture:

People

Management

Environment

Policies

Metrics

0102030405

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True brand champions must be:

Knowledgeable

Empowered

Inspired

Rewarded

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Page 30: Inside/Out Innovation

ENGAGE. EMBRACE. EMBODY.

www.brandbooster.com

BRAND archeologists / strategists / cheerleaders