Posts Tagged ‘positioning’
Originally posted on B2BBrandDebate
On the surface this question presents some quick responses and initial thoughts as it relates to an external point of view. Most professionals would agree, re-brand when it becomes irrelevant or tired to the end customer, or when it loses its competitive advantage or differentiation. Certainly re-branding is critical when several companies or brands are merged together and have developed a new point of distinction–not re-branding in this situation can be dangerous and confusing. These are all obvious rational reasons, but B2B branders today need to address the current conditions and how it’s affecting internal B2B brands and their ability to stay relevant and motivated.
With the recent financial turmoil, most all companies are being forced to re-think just about everything. Will the existing business model and strategy continue work? Do we have the right leadership? How can we retain the key talent? How do we cut costs without cutting into the core? And how do we best communicate the changes that are happening? And most importantly, how do we keep our people motivated?
Whenever B2B companies and their employees undergo the type of radical changes most are experiencing it’s time to step back, re-think the internal brand strategy, re-consider the communication delivery and determine if the current internal brand needs to be freshened up, re-branded or just re-communicated.
Asking the following 5 questions to your leadership team, managers and employees can help you evaluate the situation quickly and provide direction:
1. Has our purpose changed? What is it?
2. Is our vision still relevant and inspiring? What is it?
3. Is our mission current, clear and distinctive? What is it?
4. Do our employees understand our strategy and how it relates to their role? What is it?
5. Are we communicating properly? How are we measuring?
So, when is the right time to re-brand? Depends on the answer to your questions. But most likely, the answers are inside.
Let me know what you think.
Why now is the time for executives and leaders to closely re-examine the health of their organizations and brands
Face it, 2009 was over for most businesses in October of 2008. The financial crisis, capital crunch and brittle confidence of customers caused business strategists and planners to pull back any future investment considerations in 2009. Everyone froze, waited and watched. We’re still watching. Now is the time to start leading.
Most American corporations have had to seriously re-invent or re-engineer themselves operationally just to stay alive and relevant in their markets. Flat became the acceptable up. I don’t know of one CEO that hasn’t been forced to make significant changes or make fundamental shifts that may have taken them many years to complete if not for the financial crisis.
Bottom line, American businesses have been bent out of shape. We’re out of alignment. Bordering on tampering with irrelevant value propositions. The broken promises of iconic brands have driven customer confidence to an all time low.
If American business is going to re-cover or re-bound in the near future, CEOs and executives need to quickly assess what the last months have done to their business and get down to serious creative planning for 2010. Start by driving your 2010 planning process with fresh, relevant insights. You don‘t have to over complicate your thinking process. Make it simple. Start by asking yourself a couple of revealing questions:
1. What have we become?
2. What’s possible now?
And remember, think Big. Use this opportunity for positive change.
1. What have we become?
Start with the internal realities.
Here’s a mind-set to consider. Throw out most of what you have learned about your company. The most important information is about “Now,” and the current perception and ability to deliver on a differentiated value proposition. Don’t rely too heavily upon historical data to drive your moving forward strategy (too much has changed). Now is the time to get a quick fresh perspective, and you need to start with getting a handle on internal realities. If you don’t have a clear handle on the internal perceptions how can you attempt to articulate the moving forward strategy? Get current quick. You have to know where the organization is misaligned in order to repair it. It’s the major premise of this blog post, and it’s not that difficult. Start with a simple survey to understand the view of the organization as it relates to strategy, structure and execution. Create your own survey at www.surverymonkey.com or reach out to existing tools such as www.strategicbrandassesment.com. Bottom line, you need to drive the strategy from a fresh, contemporary and quantitative point of view. The results from this exercise should be your platform for developing an internal operations strategy for success and an employee communication plan to re-engage employees.
2. What’s possible now?
You’ve got to be current.
Look back at your strategic plan before October of 2008. Does it look a little different today? Of course it does. Think about the people you had then and who is supporting you now. That’s why it’s critical to articulate a convincing moving forward strategy based upon current views of what the market is giving you today and where you want to take your business in the future. Start by answering a few fundamental questions that will guide your thinking:
a) Are we in the same category of business or has it changed? Conduct competitive mapping.
b) Is the current value proposition relevant? Explore new positioning.
c) What is the market saying about us? Conduct a perception study to determine the right brand strategy.
d) Do our customers still love us? Conduct a customer loyalty study so you’re not caught off guard. Develop a specific customer communication (lifecycle) plan to insure alignment.
e) Is the sales force engaged and telling a consistent story? Just interview them, you’ll know.
With these fresh insights you are ready to enter 2010 planning with a clear understanding of the health of your organization. Remember before you can fix anything, you have to know what’s broken and what’s working well. Who knows what 2010 will bring, nobody has a crystal ball, but if you start by asking the right questions, you’re bound to find new intelligent answers.
But that’s just my opinion, what’s yours?
Ok, it goes without saying that every B2B company marvels and envies the “Intel inside” story. I can’t tell you how many times prospects and clients have referenced this B2B success, not to mention the numerous Intel employee stories and variations on how this success was created and achieved. It’s an OEM marketer’s dream to create such brand preference, demand and value. For B2B technology companies it is—– Brand Nirvana.
But somehow, throughout the 15 years since its conception, Intel’s brand strategy/architecture lost its way. The original idea of simplicity and value creation was lost in the multiple names and brands that squeaked their way into the primary brand’s strategy and positioning.
But Intel is not alone; this is a common problem that technology brands run into. Product managers and marketers think they have to have a name/sub-brand for every new product and platform they dream up. Then, all of a sudden they have brand confusion and dilution.
But why? Mostly because marketers don’t formalize their brand architecture strategy and give it the attention it deserves. Alan Brew, a colleague of mine wrote an article on this subject and nailed it perfectly.
“The problem with brand architecture is that it’s such a fuzzy term and every organization has its own meaning.” Or more frightening, no meaning at all.
This brings me back to the Intel Inside strategy. Recently Deborah Conrad, Vice President of Corporate Marketing has made changes to the strategy by reducing the number of brands and introducing “modifiers” into the core brand which signal different features and benefits. See Video
I applauded her intentions. It’s an interesting concept and you should check it out. But in my opinion, this has replaced complexity with a whole new set of issues. I’m a strong believer in simplicity and single thought. Trying to differentiate the company, the positioning of “Intel Inside”, and product differentiation might be too much for the audience to digest. In my experience, simple is better. People can only remember so much. Keep product positioning strategies separate and brand strategy pure. That being said, I’m sure Intel will do just fine. Who’s knows, maybe this is the first step towards getting back to the simplicity and originality of the idea that helped shape the company in the first place.
But that’s my opinion, what’s yours?
In the B2B technology world the question of “who is control of the company brand” would be answered traditionally in the following ways: Some experts argue the brand should be “owned” and controlled by the CEO and supported by marketing. Others believe it is the role of marketing to control the brand strategy and delivery of communications. And others might say the entire organization controls the brand. Bottom line, it really depends on the philosophy of the CEO or executive team. But I’d like offer a different point of view.
There has been a radical shift over the last several years as to who is really controlling brands. And if you guessed the customer and market, you are well ahead of the game. Think about it, the days of push marketing and market acceptance have been replaced with customers’ ability to socialize experiences, thoughts, interactions, perceptions and ultimately recommendations. You’ve seen all the facts: advertising is down, newspapers are going out of business, commercials are being passed by with digital recorders and trust with brands is at an all time low. I read an outstanding article in Strategy+Business entitled The Trouble with Brands. Its findings are sobering to say the least.
Bottom line, customers and consumers don’t trust most brands. Chalk it up to years of companies, brands and people not being honest, not delivering on their promises and the media sensationalizing every negative opportunity possible. B2B customers and consumers have now become a driving force as it relates to real time brand communication and interaction. One wrong slip up and your company or brand is spot and center. On the other hand, it also presents wonderful opportunities for brands to answer the new needs of communication and brand affection. Corporations and brands must face the fact that the ability to control their brands’ destiny must be managed a different way. So, how can B2B companies take advantage of this new era and reap the benefits of these new opportunities? Here’s a few things to think about:
1. Establish your philosophy. Let it be known.
First of all, CEO’s and executive teams need to get together to discuss this radical shift and determine a point of view and philosophy that can help drive the actions of the entire organization. Keeping your head in the sand is not a strategy. Understand the evolved Eco-System. If you haven’t mapped out the entire eco-system and how it has changed and is being influenced, you may want to step back and take a fresh look. You’ll be amazed at how customers navigate through the sea of choices and information. How you engage and respond is critical.
2. Start stretching. You’ve got to be flexible.
Just like any well conceived plan, you’ve got to have a fresh strategy that addresses these new rules. You can’t rely on traditional approaches alone. Remember, things change incredibly fast in this new world. You must develop a strategy that’s flexible and adaptable.
3. Take advantage of change. Rethink your structure and resources.
Step back and consider how you are structured to address the market. Now is the time to rethink the most effective and efficient ways to meet these new needs. Look for talent that understands this world or get your people educated. Your beliefs will set the tone for change.
4. Content is King. How interesting can you be?
No matter what anyone tells you, no program will be successful unless the content is relevant, fresh and impressive in the eyes of the audience. This is your point of differentiation. Your voice. Choose your content wisely. Pushing bad content or boring communication works in reverse. It will damage your brand.
It’s not often we experience such radical shifts in business (especially in communications). Use this opportunity to create something wonderful. It’s your role to inspire people to think about the possibilities. Put your toes in the water, create amazing things. Amaze yourself.