Positioning for success

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Positioning for success W.A. Marketing and
Business Networking Congress June 2006
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Think of a brand any brand
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Your brand is what people say about you when
you leave the room.
Jeff Bezos, Founder of
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Creating a leadership brand
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Inspire a leadership brand
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Evolving thinking
Leadership is not a person but a brand
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Positioning yourself for success
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The opportunity
Positioning for success
Once upon a time
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Positioning for success
Once upon a time
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Positioning for success
Once upon a time
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Positioning for success
Once upon a time
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Positioning for success
Once upon a time
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Leadership brands
Character Endeavor People Communications

• Honesty, trust, commitment, consistency (Develop
  and sustain market positions)
• Strategic clarity, innovative and
  decisive(Social responsibility)
• Respect brings out the humanness and elevates
  the environment in which we work
• Simple and compelling connect emotionally
  resonate with customers(Cross borders,
  geographical and cultural)

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What makes a successful leadership brand?
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The top performing companies
Every year, Fortune and BusinessWeek publish
ranking of the worlds most admired companies and
the best global brands
Fortune MagazinesWorlds most admired companies
BusinessWeeksTop 100 global brands
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Several companies made both lists
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What do all these companies have in common?
All of these companies have demonstrated superior
business performance and have established
powerful brands in the market

• Customer focus
• Admired as leaders in innovation
• Admired for the level of quality their products
  and services provide
• Recognised for their ability to develop strong
  brands that resonate with consumers

• Financial performance
• Admired for their financial soundness
• Admired for their use of corporate assets
• Admired for long-term investment value they
  provide
• Recognise as having brand value of over 1 billion

• Organisational focus
• Admired for high quality personnel
• Recognised for their ability to develop and
  sustain market leadership positions
• Admired for the level of social responsibility
  they embrace

• Global reach
• Admired for their ability to cross both
  geographical and cultural borders
• Recognised as having at least one-third of its
  earnings outside their home countries

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Another ranking considers employees perspectives
Great place to work Institute Europe publishes
an annual report on the 100 best workplaces in
the EU
Fortune Magazines100 best companies to work for
Fortune MagazinesWorlds most admired companies
BusinessWeeksThe best global brands
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A select few companies made all three lists
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What do all these companies have in common?
These companies understand the power of their
brands, both internally and externally, and have

• Total alignment between business and brand
  strategy
• Employees that embody what the brand stands for
  they understand what their brands promise is
  and what role they need to play in bringing that
  promise to life.
• Strong leadership and executive-level commitment
  to brand-building within the organisation
• Corporate culture that revolves around the
  customers relationship with the brand
• Control over critical interactions with their
  customers and stakeholders, based on what their
  brand stands for
• Measurement and reward systems that allow them to
  monitor, benchmark, and upgrade their brand
  performance

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The fundamental link between customers,
employees and performance
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Understanding the fundamental link between
Engaged employees, the customer experience and
performance
Customers with highly committed employees
generated 200 higher three-year shareholder
returns than companies with less committed
employees Source Watson Wyatt Work USA study,
2002
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The facts
Employees attitudes make a difference to returns
Companies which employees rate as great places to
work have shown 25 growth in share and dividend
returns compared with 6.3 for the rest of the UK
All-Share index Source The Sunday Times Great
place to Work survey, March 24, 2002
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The facts
Employees attitudes make a difference to brand
loyalty
68 of customers LEAVE because of poor employee
attitude Source Parkington and Buxton, Study of
the US Banking Sector, Journal of Applied
Psychology
41 of customers of customers are LOYAL because
of a good employee attitude Source MCA Brand
Ambassador Benchmark
70 of customers brand perception is determined
by experiences with PEOPLE Source Ken Irons,
Market Leader
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The engagement perspective
Strong employer brand Distinctive reputation and
experience
Strong customer brand Distinctive reputation and
experience
Emerging best practice
Proven correlation
Brand premium
High employee engagement Positive
experience of work
High customer satisfaction Positive
service experience
Proven correlation
Proven correlation
Enhanced profitability
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The fundamental link between customers,
employees and performance
Brand DNA
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Brand DNA
Leadership is an identity throughout the
organisation
Love every day
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A blinkers-off and bare-your-soul approach to
galvanising staff behind a set of visionary
brand-based targets
Inspirational dream Our beliefs Our spirit Our
greatest imaginable challenge Our focus
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Positioning based on insights
Rich emotional benefits
My Visa
Cant imagine life without Visa
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The proposition and creative idea
Visa understands that its everyday living that
counts
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Regionally relevant expression
Visa. Love every day
Life takes Visa
Visa. Its everywhere you want to be
Visa. All you need
Visa. All it takes
Visa. La vida es ahora
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We need to build on what is important to
customers
The here and now is important to people
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Love every day
Not just an advertising idea Not just a
communications idea An idea for the
organisation for all stakeholders all
countries all media Inside as well as outside
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Visa brand anatomy
Positioning statement
Brand Promise With Visa, you feel empowered to
take advantage of lifes opportunities
Target audience
Business purpose
Visa enables buyers and sellers to exchange value
with the greatest confidence and ease
People with payment needs
Brand attributes
Brand personality
Confident, lively, approachable, trustworthy,
leader, contemporary
Convenience, reliability, confidence, acceptance,
aspiration, Life-enhancing
Functional benefits
Brand personality
Visa gives me freedom I get more out of life I
feel empowered, confident, in control
Unsurpassed acceptance, reliable, convenient,
global with local presence, secure, innovative
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Outdoor
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Brand DNA
Leadership is an identity throughout the
organisation
Live richly.
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Moving from
a planning for your future message taking
care of your money Only if you are rich can
you live richly to a theres more to life
than money Encouraging people to live their
priorities That money is a supporting player not
the central role Money is a means to have a
life They tap into a set of shared values with
their customers and employees
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Brand DNA
Leadership is an identity throughout the
organisation
Make the most of now
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Red, Restless, Rocksolid
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So