Brand Relationships: Crossing Disciplinary Boundaries

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Brand Relationships Crossing Disciplinary
Boundaries

• Majken Schultz
• Copenhagen Business School
• Denmark

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• The Three Waves of Branding

FIRST WAVE
SECOND WAVE
THIRD WAVE
Enterprise Mindset
Corporate Mindset
Marketing Mindset
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Shifting Relationships in Branding
First Wave Branding Uni-Functional and Myopic
Second Wave Branding Multi-Functional and
Fragmented
Third Wave Branding Inter-Functional and
Integrated
Stakeholders
Functions
Corporate Brand
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The Three Waves of Corporate Branding
First Wave Branding Uni-Functional and Myopic
Second Wave Branding Multi-Functional and
Fragmented

• Innovations in function-
• driven branding, e.g.
• employer branding, CSR-
• branding.
• Focus on cross-functional
• teams competing
• stakeholder relationships
• RISKS
• Brand fragmentation
• Focus on internal
• collaboration
• Stakeholder ownership

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Marketing
Investor Relations
Shareholders Analysts
Consumers
Many Functions Are Involved in Managing Brand
Relationships
Human Resources
Business Develop- ment
Business Partners

• Employees

Corporate Communication

• Media, Public NGOs

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Moving Towards Enterprise Relationships
First Wave Branding Uni-Functional and Myopic
Third Wave Branding Inter-Functional and
Integrated

• Focus on mutual dialogue based engagement of
  stakeholders
• Acknowledge stakeholder
• multiplicity
• Sharing interaction mindset
• at all levels in the company
• Participating in brand-driven
  stakeholder networks
• RISK
• Loss of brand focus
• Unable to balance dilemmas

Stakeholders
Functions
Corporate Brand
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Novo Nordisk is leading the fight against
diabetes. Defeating diabetes is our passion and
our business
People with values
Care for people
Healthy communities
People with values
Healthy Communities
Science for people
Novo Nordisk Way of Management governed by our
Triple Bottom Line
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Steering Committee CEO, COS, JRI, CERB
Corporate Communications
International Marketing
Corporate Health Programmes
NNI
NN China
Corporate Responsibility Management
Corporate Branding formed global core team
NN Germany
Corporate People Organisation
NN Europe North/UK
Science communications
Reference Group
Product Supply
NN affiliates / ROW
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Brand-Driven Strategic Partnerships
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Second Wave Overcoming Turf Wars No
Function Owns the Corporate Brand!
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• New Brand Relationships

Relationships based in core values
Global Consumers Initiate Relationships
Company Initiates Relationships
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• Important Lessons in Managing Brand Relations

• DOs
• Be clear on what you stand for
• Understand your users perception of value
• Encourage conversations between users
• Listen and respond to stakeholders
• Trust and build trust

• DONTs
• Dont sell
• Dont try to manage your stakeholder community
• Dont over control your property
• And often, dont do anything

Inspired by Tormod Askildsen, Community
Reponsible, LEGO Group 2007
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• The Three Waves of Corporate Branding

FIRST WAVE
SECOND WAVE
THIRD WAVE
Enterprise Mindset
Corporate Mindset
Marketing Mindset
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• Enterprise Branding Confronts Dilemmas