Revitalizing Culture to Revive a Brand

20 years & still pioneering 20 Years & Still Pioneering

17 years in and after lots of competition, we became slightly stagnant

Our culture took a hit

We over indexed on fun...without a focus on execution or results

We stopped innovating

Only measure of success are we beating Google?

Our culture challenge

We obsessed on developing the right culture

We developed a shared vision

We began competing against ourselves and focused on making better products

We focused on execution, winning and fun (all three!)

What did we do?

Where did we start?What is culture?

Essential and enduring tenets of an organization. A small set of guiding principles by which we will all commit to interact, upon which to make decisions and to judge our work.

Where did we start?We worked to define what we wanted our culture to be and what culture meant to us.

- Vision: why we exist - Values: what we stand for - Practices: how we act - People: who we work with - Narrative: what are our stories - Place: where we exist

Culture: The MapQuest Code

Shared Vision/Mission/Strategy

Developing better products

Developing better products

Still focused on fun, celebrating the wins

How did we extend the culture into the brand?

Questions:Why do you work here?Why do you stay?

We want to help people.

We were at a crossroads. We could fight an uphill battle on features

Or we could carve out distinction by:

1. Positioning MapQuest as not another tech company

2. Balancing boldness and humanity

3. Bringing MapQuest closer to our consumers lives

Empower everyone to enjoy more

of life

Save the day

Foster exceptionalism,

fun, and perseverance

Be daring, commanding,

and casual

Customer Interaction& Experiencebecame the strategic differentiator for MapQuest.

@JimmyKazz1968 Tbh I didnt know MapQuest was still a thing

@AlanGreenback@JimmyKazz1968 To be honest we didnt know you existed until you tweeted that so it looks like were even.

@AlanGreenback

@MapQuest

I dont even remember what it was like to drive before Google Maps.

@deray

@deray BRUH REMEMBER MAPQUEST?! PRINTING OUT DIRECTIONS?! SHIT WAS THE WORST

@THEKIDMERO

@THEKIDMERO @deray What? No were not crying, we just have something in our eyes its fine...

@THEKIDMERO

From

Maps Information Directions Search

To

Discovery Exploration SuggestionInsight

Humble acts of kindness Little wins and rescues Voluntary and proactive

Providing assistance and supportExpressing passion and empathy

Everyday heroism

Moments big and smallDay-to-day relevance

For the everymanEasy to identify with

Questions?

Revitalizing Culture to Revive a BrandSlide Number 2Slide Number 3Slide Number 4Slide Number 5Slide Number 6Slide Number 7Slide Number 8Slide Number 9Slide Number 10Slide Number 11Slide Number 12Slide Number 13We were at a crossroads. We could fight an uphill battle on featuresOr we could carve out distinction by: Slide Number 16Slide Number 17FromSlide Number 19Questions?