Corporate Branding That Sticks Slideshare
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Short presentation from a conference about the importance of powerful corporate branding
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Corporate Branding That Sticks Slideshare
- 1. Corporate Branding that Sticks Why invest in developing a strong corporate brand Bianca Cawthorne, Butterfly London
- 2. A brand is a coherent set of ideas in your consumer’s mind
- 5. But Corporate brands have many more audiences, all who have a different relationship with the brand Customer Government Employee Brand Financial Investors Institutions This requires a complex management of Image, Reputa8on & Message, needing 8ghter, more well‐defined Brand & Communica8on strategies
- 6. Corporate brands reflect the people within an organisation much more than consumer brands External External Internal 60% Internal 10% Consumer Brands Corporate Brands
- 8. Captures your vision Sets out your future and the direc5on you’re heading
- 9. M&S
- 12. ExxonMobil
- 15. Expresses what you stand for Captures what you believe, what you want to be famous for and gives you a sense of purpose
- 17. Investec
- 19. Guides your strategy Will keep your ac5vi5es on the right track so that you make the right business choices without devia5ng from what you do best and where you want to be. Will set the pla?orm for all your future ac5vity and posi5oning
- 22. Unites your people Brings your people together to create pride, commitment and consistency. Becomes the basis for your values, culture and behaviours
- 23. For the best…
- 24. …Not the worst
- 28. Maximises Value Intangible values can be translated into tangible value, especially if you seek to launch an IPO
- 29. “Five years ago, Google sold shares to the public for the first time in what was one of Silicon Valley’s most discussed, dissected and debated initial public offerings of stock. When the offering finally happened, it turned an estimated 1,000 Google employees into millionaires. Originally priced at $85 each, Google’s shares soured past $600 in 2007. The day after GOOG started trading, an editorial in the New York Times praised the offering’s structure but sounded dubious about what it described as Google’s bubbly post- I.P.O. valuation of $27 billion.In retrospect, $27 billion may look like a bargain. Google’s market value is more than $140 billion today.” New York Time, 19th Aug 2009
- 30. Sum of Parts Will explain and bring together all the aspects of your organisa5on and opera5on, defining the inter‐dependencies and common strengths of the business
- 31. Arcadia
- 32. LVHM
- 33. But, brands need more than a set of words to make themselves real… they need a story behind them
- 34. Branson on Branding “The idea that business is strictly a numbers affair has always struck me as preposterous. For one thing, I’ve never been par5cularly good at numbers, but I think I’ve done a reasonable job with feelings. And I’m convinced that it is feelings — and feelings alone — that account for the success of the Virgin brand in all of its myriad forms.”
- 36. Once you’ve found your story • Live it on the inside. • Tell it well to the outside. • And people will pull up their chairs for a listen.
- 37. Who are we?
- 38. We are Butterfly We’re not like other brand consultancies... We believe that the traditional consulting model needs to reinvent itself to remain relevant. Clients are under pressure to deliver more with fewer resources and less investment. They only want the right people for the task, who understand their brand and category and who can bring something fresh, new and genuinely different. Butterfly is a new breed of brand consultancy… We are a collaboration of experts in the fields of strategy, branding, innovation & design who want to transform the way we work in order to help transform brands and businesses. We bring a unique perspective and a network of skills. Together we combine insight, intuition and creative intelligence giving you brand creativity that delivers commerciality.
- 39. We’ve transformed the way we work so that we can help to transform your business We bring together the right people for the task, creating bespoke teams that suit your brief and your needs. Because of our international network, we’re able to get the right local talent together for the assignment so that we are able to navigate the cultural nuances of your brief ‐ however complex. We are virtual, making the most of leading edge technology, so we have no offices but can work anywhere and everywhere. We are cost effective ‐ you only pay for the creative and the thinking and not the overheads. This is why we are a new breed of brand consultancy.
- 40. How can we help you? Strategy Development Communications & launch Market & Consumer Insight strategy Identity, Naming and Opportunity Assessment Packaging design (quantitative & qualitative) Concept, Product & Brand Development
- 42. Contact Bianca Cawthorne Butterfly London 46 Brook Road St Margaret‘s TW1 1JE M: +44 (0) 7866 806 367 (UK) M: +971 (0) 55 288 7614 (UAE) bianca@butterflylondon.com