breakthrough branding: doing business in the basin

Jim Bottomley@breken.com 1

Breakthrough Branding:Breakthrough Branding:Doing Business in the BasinDoing Business in the Basin

Jim BottomleyJim BottomleyJune 6, 2013June 6, 2013

JBottomley@Breken.com 2

Today’s AgendaToday’s Agenda Future Trends impacting your businessFuture Trends impacting your business Improving Future Success:Improving Future Success:

1.1. Connecting vision to directionConnecting vision to direction- how to rally change?- how to rally change?

2.2. Breakthrough branding /marketing Breakthrough branding /marketing – – Better Benefit StrategiesBetter Benefit Strategies 3.3. Process Improvement Process Improvement

– – improving efficiencies/work designimproving efficiencies/work design44. Workplace culture and clusters . Workplace culture and clusters

– – new levels of collaborationnew levels of collaboration

The The FutureFuture????

?? ????

Change results in Change results in bothbothopportunities and threatsopportunities and threats

ChangeChange

The key to managing change isThe key to managing change isdetermining how to react to it...determining how to react to it...

Actions to embrace opportunitiesActions to embrace opportunities Actions to minimize or avoid threatsActions to minimize or avoid threats

Trend AreasTrend Areas1. Technology1. Technology2. Economic2. Economic3. Social/Cultural3. Social/Cultural4. Demographic4. Demographic5. Political/Legal5. Political/LegalTechnology is the lead-edge of Technology is the lead-edge of

change…change…

Wealth =Wealth =Technology X ResourcesTechnology X Resources

New Technology comes New Technology comes fromfrom

CollaborationCollaboration-Maximum potential now -Maximum potential now

for innovation…for innovation…

Major World Economic ErasMajor World Economic Eras1. Hunter Gatherers1. Hunter Gatherers2. Agricultural Age 2. Agricultural Age (90% to 2%)(90% to 2%) 3. Industrial Age3. Industrial Age % of Jobs% of Jobs 19001900 19511951 19861986 19991999 2005 2005 20082008 20122012in Production in Production 69% 53% 30%69% 53% 30% 15% 13% 11% 7% 15% 13% 11% 7%

4. Information Age4. Information AgeA whole new set of opportunitiesA whole new set of opportunities

and challenges...and challenges...

More and More OptionsMore and More Options In 1980, there were 100 carIn 1980, there were 100 car

models mostly from the Big Threemodels mostly from the Big Three Today, consumers can pick fromToday, consumers can pick from

1,300 models from more than a 1,300 models from more than a dozen world-class co’sdozen world-class co’s

FUTURE: Specialized vehicles and FUTURE: Specialized vehicles and heavy equipment customized for the heavy equipment customized for the jobjob

Greater intelligence and collaboration Greater intelligence and collaboration throughout the supply chainthroughout the supply chain

From Mass MarketsFrom Mass Marketstoto

Niche MarketsNiche Marketsto ato a

Target Market of OneTarget Market of One

Trend Convergence:Trend Convergence: The Age of InnovationThe Age of Innovation

We are in an era of We are in an era of maximum change!maximum change!

We are entering theWe are entering the 5th Economic Era5th Economic Era

The 5The 5thth Economy Economy Is Coming…Is Coming…

The Age of InnovationThe Age of InnovationA combination of…A combination of…

¤ DNA DNA ¤ ComputerizationComputerization¤ Robotics & Process AutomationRobotics & Process Automation¤ NanotechnologyNanotechnology

Driven by Driven by Customization & Customization & New levels of Customer CollaborationNew levels of Customer Collaboration

Big Opportunity 4 AdvancedBig Opportunity 4 Advanced Manufacturing!Manufacturing!

Industry TransformationIndustry Transformation World markets - finding your niche(s)World markets - finding your niche(s) New Methodologies:New Methodologies:

-Internet -Radio Frequency ID -Internet -Radio Frequency ID -Remote tracking and interactive care -Remote tracking and interactive care -Quality & Green Standards-Quality & Green Standards

Reducing costs – Reducing costs – collaborative automationcollaborative automation and and continuous process improvementcontinuous process improvement key key

Big wins in client satisfaction possible –Big wins in client satisfaction possible –interactive transfer of information – interactive transfer of information – knowledge/measurement has valueknowledge/measurement has value

Knowledge comes thru collaborationKnowledge comes thru collaboration

Cultivating your FivesCultivating your Fives Find out your 5’s and engageFind out your 5’s and engage They can become your market They can become your market

intelligence, salesforce, researchers and intelligence, salesforce, researchers and promoters promoters

Remember it’s about meeting needs… Remember it’s about meeting needs… Key Question: Key Question:

Why should someone engage? Why should someone engage?

(quality, reliability, convenience, quick (quality, reliability, convenience, quick turnaround, great results, customization, turnaround, great results, customization,

excellent relationship)excellent relationship)

The Information Beast The Information Beast Has Escaped the ZooHas Escaped the Zoo

Microsoft Data predicts the world’s Microsoft Data predicts the world’s information data base will double information data base will double every 7 days by 2020every 7 days by 2020

24/7 communication access24/7 communication access Info attacks us everywhere and Info attacks us everywhere and

anywhere anywhere +4,000 ad messages / day+4,000 ad messages / day We’re Good at Tuning Stuff Out…We’re Good at Tuning Stuff Out…All communications must be clearer All communications must be clearer

and focus on stakeholder needs…and focus on stakeholder needs…

The Ultimate Regional Alliance: The Ultimate Regional Alliance: Forming Regional Clusters Forming Regional Clusters

Centres of Excellence are Centres of Excellence are mostly associated with research mostly associated with research onlyonly

Clusters focus on area of lead-Clusters focus on area of lead-edge need, with collaborative edge need, with collaborative public and private sector public and private sector partners conducting research, partners conducting research, commercialization and serving to commercialization and serving to promote regional economic promote regional economic growthgrowth

Many Productivity Network Many Productivity Network Cluster Opportunities in WestCluster Opportunities in West

Energy, Mining & ForestryEnergy, Mining & Forestry-new ways & new products (alternatives)-new ways & new products (alternatives)

Biotech – agriculture & healthBiotech – agriculture & health Information Communications TechnologyInformation Communications Technology Specialized manufacturingSpecialized manufacturing Nanotechnology ResearchNanotechnology Research Information Communications TechnologyInformation Communications Technology Specialized manufacturingSpecialized manufacturing Western Transport Corridors (logistics)Western Transport Corridors (logistics) New Hi-tech App’s (value-added niches)New Hi-tech App’s (value-added niches)

COLUMBIA BASINCOLUMBIA BASINYou Have World Class Clusters:You Have World Class Clusters:

Energy/Power - SOLAR - Supports/supplyEnergy/Power - SOLAR - Supports/supply Metals and metallurgical – slag can score –Metals and metallurgical – slag can score – also, new materials (think nano)also, new materials (think nano) Skiing Lifestyle – Para-alpine Training Centre – Skiing Lifestyle – Para-alpine Training Centre –

what about world best in para-alpine design?what about world best in para-alpine design? Specialty Construction – Log / Dream Mt HomesSpecialty Construction – Log / Dream Mt Homes Waste Mgt & Environment – see aboveWaste Mgt & Environment – see above Software development – 3D to GeomaticsSoftware development – 3D to Geomatics Cogeneration – Biomass / AgricultureCogeneration – Biomass / Agriculture Carbon Offsets? – Forestry to Diesel trucksCarbon Offsets? – Forestry to Diesel trucks

Columbia BasinColumbia Basin::YOU ARE…YOU ARE…

WORLD CLASS !WORLD CLASS !

What What business business

are are you you in? in?

What What business are you in? business are you in?

What What purpose do you have?purpose do you have?

WorkWork==

Meeting NeedsMeeting Needs

SuccessSuccess==

Need SatisfactionNeed Satisfaction

What What businessbusiness are you in?are you in?

What What resultsresults do you do youdeliver?deliver?

FeaturesFeatures Any characteristic of a product Any characteristic of a product

or serviceor service

BenefitsBenefits The need(s) a feature meetsThe need(s) a feature meets Customers are attracted to Customers are attracted to

need satisfaction – need satisfaction – BenefitsBenefits!! Why choose one over another?Why choose one over another?

BETTER BENEFITS!BETTER BENEFITS!

Better Benefits:Better Benefits: Attract attention in the age of information Attract attention in the age of information

overload – drive brandingoverload – drive branding Our reason for buying anythingOur reason for buying anything Drive motivation & investment Drive motivation & investment Define the value of each step in a process and Define the value of each step in a process and

drive cluster collaborationdrive cluster collaboration Better Benefit delivery Better Benefit delivery

is ouris ourcollective and individual collective and individual

reason for being!reason for being!

Evaluating an OpportunityEvaluating an OpportunityIs it on trend?Is it on trend?

- a need that is growing- a need that is growingNeed Satisfiers identified?Need Satisfiers identified?

- define stakeholder groups / - define stakeholder groups / need priorities / goals need priorities / goals

Better Benefits provided?Better Benefits provided?- solutions delivered in a better - solutions delivered in a better way than other optionsway than other options

… … Not Not SStrengths/trengths/WWeakness/eakness/OOpp’s &pp’s & TThreats… hreats… Focus on needs first!Focus on needs first!

Higher Prices Higher Prices – –

Higher ProfitsHigher Profits Better benefits support higher Better benefits support higher

prices and better marginsprices and better margins Commodities lack better Commodities lack better

benefitsbenefits

Effective Pricing StrategyEffective Pricing Strategy Are you establishing price based on Are you establishing price based on

cost-plus formulas?cost-plus formulas?

OROR Are you establishing price based on Are you establishing price based on

what the market will bear? what the market will bear? Start with the customer range of prices Start with the customer range of prices

and look to compare where the product and look to compare where the product fits in on a better-benefit basis – often, fits in on a better-benefit basis – often, margins can be improvedmargins can be improved

Strategy for $$$$$Strategy for $$$$$Moving from lowest price to providing Moving from lowest price to providing added-value ?added-value ?¤Requires focused better benefit Requires focused better benefit

strategiesstrategies¤Involves providing specific Involves providing specific high-priority need satisfiers better high-priority need satisfiers better

than competition… andthan competition… and proving it over time… your sales proving it over time… your sales

“story” should reflect this“story” should reflect this

Let’s Plan a CruiseLet’s Plan a CruiseWhat need should we focus What need should we focus

on?on?What would our dining room What would our dining room

look like?look like?

Need-Driven Need-Driven DevelopmentDevelopment

Knowing client/stakeholder needs Knowing client/stakeholder needs before solutions are finalized are before solutions are finalized are the keys to being on-time, under-the keys to being on-time, under-budget and successfulbudget and successful

Experience-based designExperience-based design: Spend : Spend the time to understand needs in the time to understand needs in detail BEFORE development detail BEFORE development

My 80/20 rule in technical My 80/20 rule in technical development… tends to workdevelopment… tends to work

Better Benefits:Better Benefits: Reflect a better way of satisfying a Reflect a better way of satisfying a

customer need prioritycustomer need priority Are the keys to establishing branding… Are the keys to establishing branding…

companies, communities and clusters…companies, communities and clusters… Should reflect the overall organization, Should reflect the overall organization,

but may vary by type of service or but may vary by type of service or client client

Are the route to innovation and Are the route to innovation and effective collaborationeffective collaboration

Most ImportantMost ImportantSocial/Cultural TrendSocial/Cultural Trend

The RiseThe Riseofof

Individual PowerIndividual PowerThroughThrough

KnowledgeKnowledge

ResultResult More demanding, knowledgeable users / More demanding, knowledgeable users /

customers / constituents customers / constituents Focused need satisfaction strategies are the Focused need satisfaction strategies are the

key to success in the new economykey to success in the new economy Suppliers increasingly are “partnering” with Suppliers increasingly are “partnering” with

buyers/client organizations to achieve need buyers/client organizations to achieve need satisfaction – integrating supply chains and satisfaction – integrating supply chains and more robust servicesmore robust services

Effective communication and leadership Effective communication and leadership strategies are changingstrategies are changing

Key to Sales SuccessKey to Sales Success Trust?? Trust?? To a customer, a good sales To a customer, a good sales

transaction is based on their transaction is based on their perception of whether:perception of whether:

The salesperson’s #1 priority is to The salesperson’s #1 priority is to put money in his/her own pocket or put money in his/her own pocket or truly to meet customer needs?truly to meet customer needs?

The New-EconomyThe New-EconomySales ProcessSales Process

Prepare questions to qualify need Prepare questions to qualify need prioritiespriorities

Partner with client to review need Partner with client to review need satisfiers focusing on action plan to satisfiers focusing on action plan to achieve goalsachieve goals

Establish ongoing communication and Establish ongoing communication and future interventions, certainly important future interventions, certainly important to know if your services delivered – did to know if your services delivered – did you meet client needs?you meet client needs?

Keys to Sales SuccessKeys to Sales Success Ability to combine a clear better promise Ability to combine a clear better promise

reflecting individual client need prioritiesreflecting individual client need prioritiesWITH…WITH…

A A “story”“story” to prove the promise can be to prove the promise can be delivereddelivered- Solvera local knowledge makes for a - Solvera local knowledge makes for a better client relationship and better better client relationship and better need satisfaction – what story illustrates need satisfaction – what story illustrates this?this?

The Millennium GenerationThe Millennium Generation Saw parents’ sacrificesSaw parents’ sacrifices

- lifestyle work balance sought- lifestyle work balance sought Raised with adulation & goodwill Raised with adulation & goodwill

– – expect thanks and involvementexpect thanks and involvement Employers must coach not bossEmployers must coach not boss Have bright employment prospectsHave bright employment prospects

- they’ll walk- they’ll walk Extraordinary Tech SkillsExtraordinary Tech Skills

Traditional Media Traditional Media Vs the Online WorldVs the Online World

Younger generations following Younger generations following social media, not traditionalsocial media, not traditional

Distrust of advertisers…but Distrust of advertisers…but interested in reco’s of friends interested in reco’s of friends and associatesand associates

Your ‘fives’ can talk you upYour ‘fives’ can talk you up Engaging social media… it’s a Engaging social media… it’s a

two-way streettwo-way street

Leadership is ChangingLeadership is ChangingOld Old

Management is Management is Control & setting Control & setting rulesrules

COP - MonitorCOP - Monitor Coercion; Top Coercion; Top

Down, Leader Down, Leader DirectedDirected

Total AuthorityTotal Authority Focus on the Focus on the

presentpresent

NewNew Leadership is Leadership is

Motivational & Motivational & guiding valuesguiding values

COACH -InspireCOACH -Inspire Respect, Self-Respect, Self-

management, management, TeamsTeams

Share AuthorityShare Authority Focus on the futureFocus on the future

MotivationMotivation==

Clear and Shared GoalsClear and Shared Goalsxx

Tracking & Measuring & Tracking & Measuring & Communicating SuccessCommunicating Success

xxRewards for Achievement Rewards for Achievement

(Now all linked through social media)(Now all linked through social media)

LeadershipLeadership Common goals are key for team success Common goals are key for team success

(managers change from cop to coach; (managers change from cop to coach; need to align goals of the organization need to align goals of the organization with those of each department with with those of each department with those of the individual)those of the individual)

Change Planning involves identifying Change Planning involves identifying bothboth the positives and negatives the positives and negatives

Involve people in the process Involve people in the process Ego-less Management…supporting the Ego-less Management…supporting the

stressed and stressing the positive…stressed and stressing the positive…

Leadership and ValuesLeadership and Values Remember that organizational Remember that organizational

values drive behavioursvalues drive behaviours Values reflect the culture and are Values reflect the culture and are

transferred from the toptransferred from the top (walking the talk)(walking the talk) What are your values in relation to What are your values in relation to

the stakeholders you interact with?the stakeholders you interact with?

Developing Vision & MarketsDeveloping Vision & Markets Rather than focus on the “how’s,” Rather than focus on the “how’s,”

better to define future growing needs better to define future growing needs and better benefit goalsand better benefit goals

Marketing Identification better done by Marketing Identification better done by first brainstorming possible needs first brainstorming possible needs served – then define segments as “who served – then define segments as “who would most be attracted to that need would most be attracted to that need category?” category?” Better benefits guide Better benefits guide everything!everything!

Demographic and psychographic Demographic and psychographic considerations can then follow to further considerations can then follow to further define the marketdefine the marketss

4th Dimension Planning4th Dimension Planning1) Trends1) Trends

Needs that are growingNeeds that are growing2) Customer2) Customer

Target groupsTarget groups Need priorities and benefits soughtNeed priorities and benefits sought

3) Competitive3) Competitive Identify other ways needs can be metIdentify other ways needs can be met Identify Your Better Benefit Identify Your Better Benefit

Keys to Marketing SuccessKeys to Marketing Success

4th Dimension Planning4th Dimension Planning4) Internal Analysis4) Internal Analysis Your vision & goals?Your vision & goals? Financial Results?Financial Results? Capabilities? Resources?Capabilities? Resources? Can you deliver the Better Benefit? Can you deliver the Better Benefit?

Marketing and Sales Marketing and Sales SuccessSuccess

Positioning MessagePositioning Message (Better Benefit Message)(Better Benefit Message)

Company/Product/ ServiceCompany/Product/ Service is the is the what/who you arewhat/who you are that offers that offers

better benefit(s)better benefit(s)

Steps to Effective PlanningSteps to Effective Planning Brainstorm all needs you could cater to… Brainstorm all needs you could cater to…

as long a list as possible since often as long a list as possible since often innovative ideas come from combining innovative ideas come from combining needs or stacking on additional needs needs or stacking on additional needs

For each need listed, examine trends – For each need listed, examine trends – which needs are growing – where will we which needs are growing – where will we focus?focus?

For each need priority listed, what would For each need priority listed, what would the various target groups be who care the various target groups be who care most about that need being satisfied?most about that need being satisfied?

For each Target Group, what better For each Target Group, what better benefit story is most relevant? Think benefit story is most relevant? Think about how to spread this storyabout how to spread this story

For your organization, what needs to For your organization, what needs to change to be more effective?change to be more effective?

Let’s uncover your coolestLet’s uncover your coolestBetter Benefit StoriesBetter Benefit Stories

… … serving your customers …serving your customers …

Marketing RealitiesMarketing Realities Very expensive to market direct to Very expensive to market direct to

consumerconsumer Need to stimulate future purchasesNeed to stimulate future purchases (loyalty programs/viral marketing)(loyalty programs/viral marketing) Strategy is to get key influencers to Strategy is to get key influencers to

recommend providerrecommend provider In the age of information overload, In the age of information overload,

simplicity and repetition is essential – simplicity and repetition is essential – branding is keybranding is key

Developing a Developing a Compelling VisionCompelling Vision

Key is to identify the end goals of Key is to identify the end goals of collaboration, specifically the need collaboration, specifically the need satisfaction potential – what is the satisfaction potential – what is the better benefitbetter benefit impact? impact?

Is there potential for greater Is there potential for greater collaboration – if working to meet collaboration – if working to meet the same needs?the same needs?

How does an investment in time & $ How does an investment in time & $ impact needs in a better way?impact needs in a better way?

Potential AlliancesPotential Alliances Join forces to better serve the same target Join forces to better serve the same target

customercustomer Partner to better serve a common need category Partner to better serve a common need category

(example is the growth of packaged tourism (example is the growth of packaged tourism experiences)experiences)

Link to achieve a common goal –other community Link to achieve a common goal –other community stakeholders may be able to helpstakeholders may be able to help (Ex: (Ex: recruitment)recruitment)

Social mediaSocial media gathers networks of gathers networks of like-minded people – serves as an individual like-minded people – serves as an individual mobilizermobilizer

The Anatomy of The Anatomy of InnovationInnovation

tivity

timism

Weeks or Months Up to Two YearsExisting business is suffering

Skeptical

Enthusiasm

Brass band and fireworks

This is taking time

Results aren’t visible

Is it worth it?The Dark

Night of theInnovator

Start to see payoffs

Maybe not a bad idea

It works

Innovation & SuccessInnovation & Success Customer FocusedCustomer Focused Creating Sustainable Competitive Creating Sustainable Competitive

AdvantagesAdvantages Continuous ImprovementContinuous Improvement Dynamic LeadershipDynamic Leadership Strong PartnershipsStrong Partnerships Process DrivenProcess Driven Creating Learning Organizations...Creating Learning Organizations...

Here’s to your Here’s to your Future Success!Future Success!

breakthrough branding: doing business in the basin

information agea

information beast

age of innovationwe

industrial age

agricultural age

clusters new levels

worlds information data

market intelligence

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